Your Team is Your Brand
A few weeks ago we spoke about building Brand Advocates from your clients, but they aren’t the only ones you should be focused on.
And the good news is, you don’t have to go very far to find them.
Truth is, the most valuable brand advocates you have are the people you work with every day. They are heart and soul of your operation, and in most cases, are the ones responsible for delivering on your brand promise. Once you have them on board and buying in, great things can happen.
So, the big question. How do you make this happen?
For starters, you need to make sure that everyone in your company knows, understands and believes in your message, and this means everyone. If your receptionist thinks her job is awesome but doesn’t really “get” what the people in the back office do– it’s a problem. Talk to your people and make sure they fully understand and can explain what you do, how you do it, and why it’s something you can’t live without. If they can’t, it’s your job to clear up any confusion. If you haven’t already, consider defining your brand with a mission statement or brand purpose, clearly defining your core values.
Second, if you are asking your employees to help promote your company out in the community and on social media, make sure you speak to them about guidelines and goals. Get everyone on board and possibly implement an incentive program. Incentives let your employees know they are valued and in turn, they will make customers feel valued.
Third, make sure they have the right tools and know how to use them. Involving employees in brand advocacy is a great idea, but if they don’t have the right skills, it will only lead to frustration and possible missteps you would rather avoid. For example, if you are asking an engineer to advocate on Twitter, it might be out of his or her comfort zone. Give them a crash course on the professional side of social media, maybe kick in mobile devices or offer to help cover a data plan. You can also provide continued education with a variety of marketing apps that encourage them to look for everyday opportunities.
The fourth and the most important thing you can do to help transform your team into brand advocates for your company – is to make sure they are happy.
No, you can’t control everyone’s happiness, but you can ensure they have a great environment to work. In doing so, you will discover increased productivity, improved retention, a strong corporate culture that people will thrive in. When you are able to accomplish this internally, your team will become advocates for your company without you ever having to ask.
Check out our FREE eBook on how to keep your staff enthusiastic about your brand here:
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