How to Get Employees Involved with Building Your Brand Strategy
Internal branding is a hot topic these days. If your employees do not fully understand and support your organization’s key messaging, it is unlikely that anyone else will for that matter.
Furthermore, in addition to their support, your team members must know how to bring your brand’s promise to life effectively.
For today’s business-to-business (B2B) companies, branding is vital because client relationships tend to be deeper and involve more touch points. It is not unusual for B2B clients to make regular contact with your sales, customer service, shipping and other departments. As part of this ongoing communication, there are some opportunities to cultivate a convincing brand personality.
Factors to Consider
Getting your staff members on board with your brand strategy effort begins with recruiting the right people from the start. Some experts urge marketing and human resources departments to collaborate in this area.
Also, if you take the time and make an effort to communicate details about how employees are expected to behave, it tends to be easier to find new hires capable of doing that.
Another area to consider is creating a brand strategy that encourages a call-to-action. If you have a simple, “action-yielding” brand strategy, you can then align your brand personality with your organization’s corporate culture.
It Starts at the Top
The President or CEO should be your company’s ultimate brand champion. Some teams take this a step further and develop an executive brand council that includes all senior leaders.
Your internal branding program should regularly reward team members for brand-supporting behaviors. This recognition can be in the form of awards or mentions in e-newsletters or on social media. When possible, compensation and profit sharing programs for a job well done are even better.
Keep Employees Engaged, Informed and Empowered
Studies have shown that people who work in an environment in which they can grow and feel connected are more likely to positively represent the company and communicate positive messages about a brand.
It is crucial to connect with your employees to get them involved with building your brand and engage them in decision-making processes. It is through this type of open communication that you give them the sense of direction necessary for making progress.
Remember to properly educate team members with examples that are both “pro’ and “con”, so they are fully trained to represent your brand the way you want.
Another area to take into consideration is encouraging employees to share brand-related stories at staff meetings. You can also suggest they communicate customer success stories via social media, email communications or even highlighted in company newsletters.
The Other Side of the Coin
It is imperative to eradicate any employee behaviors that are inconsistent with your organization’s core branding values.
For example, some brands provide executive coaching programs to help managers better understand how their particular management styles may (or may not) interfere with brand-focused employee performance.
The Bottom Line
Remember, none of your internal branding strategies will produce results overnight. It is important to understand that internal branding is a continuous journey, similar to external branding. The key takeaway is that employee engagement can help bring your brand to life across all interactions with your customers.
Engaging your employees means carefully providing your team members with a well-defined set of brand attributes as a foundation for decision-making in their daily responsibilities.
It will help them to understand better what your brand stands for, why it is so important to the company and how to share your story with your customers.
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Emina Karic has experience in researching new leads and trends, social media outreach, as well as assisting the marketing department in any way seen fit. She had previously interned for a marketing firm that specializes in nonprofit and political clients before becoming a part of our agency. As the Marketing Coordinator, she compiles research on leads to target and is responsible for social media outreach via LinkedIn. She prides herself on her hard work and her ability to obtain information quickly and effectively. She holds a Bachelor’s degree in Film and Media Studies from Arizona State University.