In building your brand, the first of our six-step VISION Process is Visualise, where you start with your big brand aspirations, then the company and customer vision. The second step is what we call the ‘Inner Brand’. Your Inner Brand is the non-visual part, the heart and soul of your brand, or how you make that emotional connection.
Jeff Bezos, CEO of Amazon famously said, “Your brand is what people say about you when you’re not in the room.” But what about when *nobody* is in the room? Your brand is now more important than ever. It is out there, representing you when you can’t be in front of your clients. And brand values are a core part of that.