Can’t Your Employees Be Your Brand Ambassadors?

Businesses are single minded in their focus on conveying their brand promise to the market. They are intensely extrovert. They ought to be. Perhaps, even the best of efforts to reach out to the market also seem to fall short of some notional standard that lurks in the minds of the business leaders. The drive to reach out, therefore, increases. It ought to.

However, businesses and their leaders are insufficiently inward looking.

They take no special care to convey the brand promise, its value to its own executives and employees. There are a number of studies that show that only a small percentage of their top executives know fairly clearly what their company is all about. Down the ladder, the numbers of people who have no idea of what it is they need to convey to the market are staggeringly high.

Branding is not spin. It is not an exercise to convey to the market what is actually not there. While the company needs to walk the talk, the primary task of a brand consultant is to talk the walk of the company. Any disconnect between what the company does and what it wants the market to be informed will soon prove to be counterproductive.

The most important element in making sure that the walk and the talk are from the same hymn book is to be sufficiently introverted. That is, to make sure that from the lift attendant to the CEO, each and every one in the company understands the company’s brand promise, its unique value proposition, and how it could enrich the overall experience of a customer.

In practice, this means that the company needs to pay sufficient attention to ‘internal’ branding as much as it does to ‘external’ branding. In the overall mix, the internal exercise should not be underrated. At least a reasonable portion of its resources should be devoted to this – in terms of time as well as finances.

This will pay dividends far in excess of the costs that a company may incur.

The disconnect between the company’s promise to the market and the actual experience of a customer in their interaction with it will have completely disappeared. Each and every employee will radiate the brand promise, as a result.

Everyone who works for the company will turn out to be its brand ambassador in their own way.  They can be amazingly good at that.

One Response to “Can’t Your Employees Be Your Brand Ambassadors?”

  1. June 14, 2014 at 6:33 pm #

    Indeed true. This will call for investments in HR initiatives for building employee awareness and competencies, which many companies look at as a cost and not an investment. To some extent even the HR departments o not look at their role beyond the routines of recruitment, attendance record, payroll etc.In the service industry, the conseuences will be more evident by way of losing customers, due to say uncouth or untrained staff.

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