Marketing inside out

True marketing begins inside and builds its way outwards. I have often argued that brands don’t exist on store shelves or in product packaging - they are not dictated by advertising campaigns nor by the creative components of a marketing message. Brands exist in the minds of consumers and are reflective of their experience with your company or product. Branding is a form of psychological warfare – and the battle plan is comprised of a series of customer experiences and interactions with your organization.

One of the things that I believe makes my job as Vice President, Marketing here at iPerceptions easier, is that we have a group of individuals representing this company that whole-heartedly believe in our mission to democratize the voice of the customer, and to re-define market research. They are a young and eclectic group of people who are committed to making the iPSI (iPerceptions Satisfaction Index) the standard for measuring customer experience and satisfaction online.

I have never worked in a company that has more loyal and committed staff than we have here at iPerceptions. No matter which individual, no matter the department, no matter the level of access they have with the client, it is understood and respected across the organization that we are on a critical, timely and sensitive mission. Being committed to a company is one thing – the right human resource department coupled with the right compensation plan and work environment can attract and retain the right talent, but having staff truly embrace the core message that your company stands for...thats a whole other ball game...and it doesnt happen on its own. Yes...firstly, its about synchronizing the personality of the brand with the corporate culture and the company values. By aligning the criteria for recruiting and rewarding employees with the criteria of the brand value, we ensure allignment among marketing and human resources. Very important. But...when hiring, iPerceptions mainly looks for the right skills and aptitudes that will represent our brand promise effectively...its not just about what is written on someone's resume.

Consider that your staff meet, greet, and help your customers in many different ways. They are the face of your brand. They are your best salespeople and they are your marketing messengers. Having a team of dedicated individuals that help spread the gospel on a daily basis...makes for the start of a winning marketing strategy.