Tuesday, 1 November 2016
Build brand by ensuring your employees are invested in your brand message, the products you make and the services you provide. Some employees are only interested in receiving a check and do not care about the products or services provided by the company, nor can they share why anyone else should.
I have the pleasure of helping my corporate clients develop, improve and communicate their corporate brands through each employee. We begin the process by interviewing the executive suite. Do they know the brand? Can they articulate the brand goals? We continue by walking around the company facilities (if possible), while meeting with many of the employees. During this initial review, we gather information about the company's products or services by the way their employees discuss or use the very products they provide along with how the employees represent themselves. Does the executive suite model the brand? Do the employees reflect the brand and breathe it into all they do? The best brands are built internally before they are shown externally. Many people think that the back-office employees don't need to represent the brand. Huge mistakes are made when this happens all employees must represent the brand in every interaction, whether in person or online. Brand drives everything including culture.
If employees are not representing the brand it is typically for one of two reasons. The first may be that the company has spent money on creating brand statements but has not shared with their employees what that meant for them or, they truly cannot articulate the brand. Either way, failure is inevitable. The key to any training is the idea that motivation must turn into transformation. If you do not give your employees the information they need to represent the brand, you will ultimately fail. Brand manuals, guides and communication are no longer options; they are standard if you want to succeed. If brand training is done well, employees will move from a basic brand or value awareness to being living, breathing brand billboards who support and confirm the fundamental tenets of the corporate brand. To simply know the brand words or phrases is not enough employees must be taught what that means for them in each communication and interaction with one another, the community and the clients.
One way to increase value in your company is by hiring people who share a good personal brand versus trying to teach it to employees whose poor or uninformed brand is already entrenched in your business. How do you do this? You begin with an employee brand manual that helps HR professionals to recognize and hire individuals who exhibit the qualities that create a winning personal brand that complements your corporate brand. Can your HR department spot those who will best represent your brand during the interview process?
Great brands start internally, and the success of the corporate brand begins with passionate employees who understand their own value. This understanding leads to employees who build value in the corporate brands where they work.
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Posted on 11/01/2016 11:26 AM by Mila Grigg | CEO
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