Branding is an art, a science, and most importantly, one of the most crucial aspects of any business.
Companies pour huge sums of money into logo design, taglines, advertisements, digital media and more to ensure that their brand stands out amongst all the others. And with good reason, too!
Whether you’re an auto repair shop or a big five consulting firm, your brand defines who you are as a business, and what you can offer your customers and clients.
That being said, many businesses often overlook one of the most important and basic aspects of branding, their employees.
Employees are constantly networking and meeting others, both professionals and consumers, and each of those meetings is an opportunity to get your company’s brand out there.
Having a clever tagline, amazing logo, and catchy advertisements may prove to be irrelevant if your employees are not on board.
In order to truly achieve success as a brand, your employees must essentially be an extension of your brand’s messaging and values.
Advertisements, digital media and graphics are all important aspects of your brand. But most often as human beings we connect best with other humans. Your employees are essentially walking, talking advertisements. The best brand ambassadors you could have!
Many businesses aim to make an emotional, human connection with consumers through storytelling and brand messaging. What better way to do this than with actual human beings who know the company inside out, and can advocate for it?
When people can connect with one of your employees on a human-to-human level, it quite literally brings your brand to life. Consumers are infinitely more likely to do business with your company if they can hear about the benefits first hand.
Conversely, if your employees are not a representation of your brand messaging, this can hurt your brand’s reputation significantly.
Think about it. If your brand messaging conveys values of integrity, community and teamwork, but customers meet employees of your company that are disgruntled, unenthusiastic and alienated, they’re going to sense that something is off.
This will create a sense of distrust and disillusionment regarding your company and your brand.
To avoid losing your must useful brand ambassadors, and creating this disconnect in your brand messaging, there are a few things to keep in mind.
1. Create a Good Work Environment
The environment your employees work in directly affects how well they perform, and consequently, how they feel about their job and the company they work for.
To keep employees feeling valued and productive, make sure to foster an environment of collaboration and openness, but also set definitive deadlines. This way, employees feel free to ask for help and work together, but are also focused on their end goals.
When employees feel they are part of a greater community, they will be very likely to promote the company in a positive light.
2. Keep Everyone in the Loop
Though it’s true that everyone in a company has separate departments, jobs and functions, this does not mean that employees can’t know what’s going on in other departments.
When it comes to branding and other big company wide initiatives and decisions, it’s a good idea to keep all of your employees informed and in the loop.
This way, your company maintains a sense of integrity, and employees will be informed enough that they can correctly shape and guide public perception of your brand. Or in other words, be excellent brand ambassadors!
If you follow these two key tips, plus research a few others, your company will be well on its way to making its employees the excellent brand ambassadors that they already are!