Good marketing starts with your people

Laura Pearce, MD of Strand PR, says marketing begins close to home

When people think of marketing, they often picture social media ads, glossy brochures or maybe the person who orders branded pens. But the most effective marketing doesn’t start with a campaign; it starts with culture.

In an age of algorithm fatigue and declining trust in ads, the brands that cut through are the ones whose people show up, speak up and stay true to what they stand for.

Make the most of every touchpoint

Customers trust people more than they trust your logo. Your head of HR is your brand. Your delivery driver is your brand. Your after-sales support, your invoices, even your email signatures – they all shape how your business is perceived. And perception is, ultimately, what marketing is.

What your team says, shares and does carries more weight than any amount of carefully crafted marketing copy.

Employee advocacy is fast becoming a cornerstone of successful marketing, helping shape your Employer Value Proposition (EVP) and how you’re seen, both inside and out.

Your people are your brand

Your EVP isn’t just about attracting top talent – although that is a key part. It also becomes part of your external brand narrative, helping shape the consistent messaging that becomes familiar with your customers.

When employees feel informed, engaged and connected to your mission, they naturally become brand advocates. Not because they’re told to, but because they want to. That’s when your marketing becomes more natural, more human and, most importantly, more trusted.

Not influencers, advocates

You don’t have to turn every employee into a LinkedIn influencer. But by equipping them with clear messages, involving them in shaping the brand and customer messaging, and making culture and values central to all conversations, you will be amplifying your brand message without even realising.

Trends come and go. Algorithms change daily. But one thing always stays the same: people trust people.

The most valuable marketing is word of mouth

If you want to build a brand that lasts, start with those closest to you. When your people feel valued and a part of the journey, your external marketing becomes credible, because it’s coming from a place of authenticity.

Third-party endorsement is invaluable. What you say about business won’t always carry weight. But when others say it for you? That’s priceless.