Bring your company brand to life through your people

In an ever changing and fast growing market we need to constantly meet and exceed expectations when dealing with our clients - and this can be achieved through the quality of our work and our people.

It is not just through our marketing activities and events that we communicate our brand values, but in many other ways; from how we answer the phone, to the way we write our emails, the speed of our response and how we perform in a face-to-face scenario with our clients and suppliers.

We spend much of our working life delivering messages through our own events and for our clients', but there are key lessons to learn about our own brand and how much our teams contribute to other people's perception of us in the marketplace.

It is essential to select people, not just with the right skills, but who fit with your organisation so that they understand your vision, buy into it, and consistently represent you in an appropriate manner.

Instilling core values into team members should form a crucial part of your interview and induction processes, so that they mirror your approach and understand your expectations of them internally and externally.

What are your brand values? How do you want people to perceive your team and company? What are the key words you would use to describe your company or organisation?

Professional, creative, approachable, funky, premium, efficient, reliable, market leader, dynamic...

These words should also describe the individuals within your team. Your receptionist should smile when they answer the phone as you can hear the smile in their voice, and as the first point of contact for your company, your receptionist is as responsible for communicating your brand values as you are.

The simple things like being prompt for meetings, dressing appropriately, knowing about your market and clients, and even keeping your office tidy when people visit, cost nothing, but contribute greatly to ensuring your brand is working for you on top of your other tangible marketing activities. Your people are ‘the living brand'.

Rebecca Wilson director of ESP International, a specialist HR consultancy for the events industry.

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