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Think of Your Brand as an Orange

Written by: Dan Day

Article Overview: Customers can't judge a brand by its marketing-generated cover, so don't mistake that for your brand. Your people are your brand.

Think of Your Brand as an Orange

Your organization’s brand is like an orange. Prospects and customers can look at it from the outside only, at least to start. That orange will be instantly appealing to some, mildly appealing to others and perhaps not at all appealing to the final audience segment.

Only when the skin is peeled back will those people be exposed to the composition of that orange. No matter how colorful—or dull—the orange appears from the outside, only the inside reveals what’s really going on, and what led to the outside looking as it does. When that skin, which represents the marketplace presentation of your brand, is peeled away, the true brand can be experienced and understood by your customers.

Inside the orange, each section poses an opportunity for you to decide if you like it or not. You try a piece, you like it, you keep eating more. If the first bite isn’t as tasty as you anticipated, you may try another part of it, but you’ll probably end up throwing it away. Likewise, your customers might try another interaction with your brand if the first one doesn’t go so well, but don’t count on it.

The key is to view those people behind your brand, your organization’s workforce, not as employees but as "brandtenders." those who tend to your brand, and tender it to customers like currency. They are the people who can transform your brand and its values into true customer engagement, producing more revenue and profit.

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Article Tags: audience, composition, currency, first bite, interaction, marketplace, prospects, segment, true customer, workforce



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