Consider the people within your business and how they interact with your customers.

Make sure you have the right people in place within your organisation and that they are well trained and motivated.

The wrong person in the wrong place can cause considerable damage both to internal morale and external reputation.

Continually remind your people of the brand values and the key messages you wish to impart.

How your people behave is the brand regardless of the brand values written on paper. Customers remember the actions of people and not empty slogans.

Invest in your people and they will invest in your customers.

As Richard Branson famously said, “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.”