About a month before I started my business I had the pleasure of dining with Jay Conrad Levinson, author of the infamous Guerilla Marketing series.

This was a great place to start since he defines marketing as everything you do in your business, from the moment you conceive of it to the time people buy your products and services on a regular basis.

If this is true (which I believe it is), why do so many people immediately approach marketing with an external focus?

Marketing professionals and entrepreneurs study the product, the price, the placement and promoting of their business.

They analyze the competition and understand what makes their organization unique.

They identify their customer’s most pressing needs and desires.

They examine industry trends, global trends and local market trends.

They’re ready to roll right into an effective, targeted, creative, well planned advertising campaign.

But wait! Who is ultimately responsible for delivering the brand to your customers and prospects?

Inside Out Marketing

Because your brand needs to be conveyed in every action taken in your business, your marketing message must be successfully woven into Human Resources, Operations, Sales and Customer Service.

In order for your brand to be consistent, employees at all levels need to live and breathe the marketing message on a daily basis.

Are employees performing in a manner consistent with your marketing strategy? If not, try taking your enthusiasm to the lunch room, the board room, the company newsletter -- take the time to market your business internally so you are who you say you are.

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