Companies spend small fortunes on branding their businesses. They hire big consulting companies to design new logos, improve office space design, update marketing materials and create explosive media campaigns intended to bring awareness to the “new and improved” company.
I am often amazed, however, how reengineering the workforce gets overlooked in this process.
[tweetthis]Your employees are your brand – on the job and off.[/tweetthis]
They are your ambassadors while in the aisles of your store, at the service desk of your bank, in the classroom of your childcare center, or on the phone of your call center.
It goes even further than that, though. Your employees represent you while they are off the clock and simply interacting in the community. Think about it: They are wearing your corporate uniform while waiting for service at the local deli on their way home from work. They are driving your corporate trucks and vans, sometimes even parking them in their driveways overnight, and their friends all know for whom they work.
It’s critical for your employees to be strong ambassadors for your company. It’s important to ensure that they have the motivation and the skills necessary to support what your brand stands for in the marketplace. Maybe even more importantly, make sure they know what your brand stands for and how you are different from your competitors.
As you are branding or rebranding your organization, be sure to work mystery shopping, employee and customer surveys, employee training and focus groups into your budget. If the marketing firm you plan to work with doesn’t supply these services, be sure to ask if they have access to an organization that does.
How do you ensure that your employees are ambassadors for your brand in the marketplace?
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