No matter what type of marketing efforts you take, one truth remains evident: your employees are the face of your brand. They are the ones that customers interact with and they can make or break your success. This is why it’s crucial for businesses to invest the time in their employees to ensure they understand the brand and ultimately, your values and purpose. If you can successfully link them together you can effectively boost your brand.
The first step is recruiting the right people. As your employees are the most important part of your brand and showing it off it’s important that you hire people that will reflect your mission and values. You should have a system in place that encourages hiring managers to get the decision right the first time.
If there are obstacles standing in the way of success then you need to take the time to review them and resolve the issues. Whether it’s down to a system issue, it’s a process that’s causing problems or the work environment – your employees can’t connect to your brand if they can’t function effectively.
No one knows the ins and outs of a daily business better than the employees – so engaging them is vital to your success. Use their knowledge and passion to create values that are true to your brand and true to who you are as a team.
Define & Share
If you don’t know what purpose your business serves, the customer base you are trying to attract, or the value it offers how on earth will your employees know? While your mission and values should feel aspirational they also need to be attainable, otherwise, you lose your employees from the very start. This is something that is crucial to maintaining as a brand grows because it’s common for rapid expansion to lose that feeling as they bring in new hires who weren’t there from the outset.
This isn’t just for employees, it’s for everyone from the bottom to the top and back down again. If you institute a value that means your customer is always happy then you can’t restrict the time your employees spend on customer calls. Additionally, a reward system should be put in place to provide your employees with something to strive for. The system should reward the correct behaviors and that is the key to fully engaging employees and connecting them to the brand.
There are a variety of benefits to using your employees as brand ambassadors, and one of those is cost-efficiency, but it goes beyond money. It extends your reach into the marketplace, makes your company more credible, and by involving your employees you are gaining their buy into the business as a whole thus boosting loyalty and morale. A brand starts from within and to communicate it with the world effectively you must build it into your company culture. The best way to do that is by ensuring your employees have a stake in it.