As Jeff Bezos, Founder and CEO of Amazon said 'Do you really know what customers and prospects say about you/ your brand when you’re not in the room'..?
In business today we work hard to embrace and exploit the many benefits of our digital and social era, but personal connections and human emotions become increasingly important in this environment, both face-to-face in the flesh and online.
As we enter a new year with a fresh new start - think carefully about how you want to make your customers feel. Every part of your marketing communications should be nailed-on to achieve that feeling.
Depending on the latest jargon, we can use different expressions to sum this feeling up such as a 'brand promise or 'brand essence' - but ultimately, this is what your customers expect to experience when purchasing your product or service. Get this right and it is the unique reason that people will buy from you, over and above your competitors.