We recently posted the following quote by Jeff Bezos on the Ackermann PR Facebook page. “Your brand is what people say about you when you’re not in the room.” Pretty thought provoking, don’t you think?
As the founder and CEO of Amazon.com, the largest retailer on the World Wide Web and top model for internet sales, Bezos obviously knows a thing or two about branding.
I thought Bezos’ quote was incredibly powerful. It immediately made me think of my parents and the number of times they reminded me to “remember who you are” when I was growing up. No, my lineage isn’t part of the Royal Family (at least not that I know of), but maintaining the positive reputation many generations before me established and we’ve therefore worked to maintain over the years is incredibly important.
Maintaining the positive lineage of your company’s brand is just as important.
Bottom line: Your brand is your reputation. In my opinion, brands – like our personal reputations – should be trustworthy, distinctive, relevant and consistent. Your brand should especially be ethical, and those that represent your brand should know the rules between right and wrong.
I believe ensuring brand integrity is sort of like growing up in a small town. Everyone knows who you are and your every move. News about your actions – good and bad – are immediately known with word about them traveling fast.
Employees should be positive brand ambassadors. If they aren’t, your reputation will suffer. Communicating your company’s vision, plus your employees’ understanding and implementation of company messaging combined with your customers’ actual experience with your company yield your brand reality. Your brand is as important as the service or product you are providing. Remember how quickly the recorded phone call between an Xfinity employee and a customer spread across social media?
So, what do you think people say about your brand when you’re not in the room? Here’s a quick checklist to make sure your brand is positively perceived.