Smiling on the inside

Here's another one of those intuitively simple concepts that seems difficult to execute well: whilst it's axiomatic for sales and marketing disciplines that our brand exists in the mind of our customers, we must also appreciate that our brand is developed by the behaviours of our staff. Inside-out may seem counter-intuitive to customer-first thinking but our brand is our personality. If we want to come across differently, it won't happen by dressing up the way we look or speak as an organisation, it will only be by the way we are in the combined effect of ALL interactions with customers.  If we want to lift our brand in certain ways, we need to change our attitudes and behaviours.  Sounds like training and internal communications are suddenly critical functions for marketing.