With the advent of Utah ad agencies, digital marketing experts, SEO specialists and content marketers, brand promotion is more intricate than ever. In many ways, branding efforts focus on customers’ external perceptions of their brands. Utah businesses try their best to form desired perceptions of their products through advertising on billboards and magazines, and some consult advertising agencies to help them form specific perceptions about their company’s worth. Although this is important, it leaves a void in the most fertile place to develop customer relationships — internally.
Everyone has witnessed an advertisement that portrayed a message incongruous with the actual experience delivered by a brand. A fast delivery is promised, but never actualized; the service is touted as reputable, but couldn’t be worse; being put on hold is a thing of the past, but you sit there lulled to sleep by elevator music. You are a long-lost customer, and at this point, you’re destined to seek a business that walks its talk. If the brandscape fosters lies and undelivered promises, no digital marketing strategy will be able to help it, no matter how creative your ideas are.
UPS recently launched an internal brand overhaul for this reason. They realized their internal operations and procedures scarcely mirrored their customers’ experiences. Their brand was slipping from the inside out.
But their improved customer service made them one of the Best Global Brands of 2012. They demonstrated how a brand is not a gimmick, but rather a promise meant to be kept at every level of interaction the consumer has with their logo. Although their avowed internal brand statement is much different than its external statement, “what can Brown do for you” is supported by what the employees see as important every day: “One brand, one company, one vision.”
Forbes reports that only 50 percent of employees believe their company’s branding concept, and that an even smaller percent are equipped to carry out the brand’s message. Marketing no longer starts with the customer, it begins with the inside of an organization. Utah businesses understand that digital marketing helps them, but in-store experiences count as well — whether they be online or in real life.
If you want to gain an advantage in the ever-increasing brand chaos that permeates media, you need to start internally. In other words, consumers are already overloaded with advertisements. But they are not overloaded by kept promises and they never will be. Along with UPS, Walmart, Starbucks and IBM, successful branding from the inside out leads to a thriving business. Yes, Utah SEO experts will be able to put your business atop Google’s search results. But it’s up to you and your company to deliver the promise of your brand’s message.
James O’Connor is a writer at Fusion 360 in Salt Lake City.