Today, telecom providers spend millions of dollars developing and promoting their brands. Over time, their investments burn brand-positive images on the mind of their consumers. Let’s say that one of those consumers – we’ll call him “Joe” – is driving his kids to school, when a white utility van cuts into his lane, forcing him onto the shoulder at 60 miles per hour. After quickly regaining his senses and glancing in the rear-view mirror to make sure his kids are alright, Joe looks back at the van and sees the logo of his telecom provider. And suddenly, the company’s carefully crafted brand fades from Joe’s mind, to be replaced by a more personal, and more permanent, image.
Or consider the world-wide freight carrier who reinvests more than ten percent of their annual revenues on branding and marketing, only to have their most valued customers abused by a disgruntled customer service rep.
Clearly, even the best branding efforts can’t be successful unless the values of the organization are reflected in the work of its people. Because brand doesn’t happen in the marketing department; it happens in every interaction with every customer. And your most valuable assets – your employees – must be well-trained in articulating and delivering on your brand.
Branding through Your Employees
MarketPoint works with customers to build brand throughout the organization, by connecting the dots between employee behaviors and brand. We help organizations develop brand-positive behaviors and train employees to live the brand.
Any organization can take steps to promote brand-positive interactions with customers – and even between employees:
- Develop an organizational philosophy and articulate it internally
- Let your customers know what you value. (It helps set a benchmark for employee behavior.)
- Develop a communications plan to reinforce your brand among employees
- Consider rewards program that promote brand-positive behaviors
- Monitor your behaviors (internal and external) for brand effect
- Empower employees to challenge brand-damaging behavior
- Lead your organization by example
- Implement brand guidelines (not just graphic standards) that communicate the organization’s brand essence, brand promise, core values, and key messages
- Understand and address cultural differences in the organization and in the marketplace. (Pay close attention to an increasingly diverse workforce and the expectations of global markets.)