As we’ve said before, companies don’t own their brand like they used to. However, one thing companies can control in relation to their brand are the people behind it. Employees play a crucial role in shaping your brand experience– they’re the face of your brand. Their actions and behaviors both inside the office and out can either reinforce or undermine your brand’s messaging and values. Here are some key areas that your employees can shape your brand experience.
Employees who interact with customers, whether it’s in-person, over the phone, online, or on social media have a direct impact on the customer’s experience with the brand. Everything from what they’re wearing to their behavior and attitude can make a lasting impression on the customer and influence their perception of the brand.
Employees who understand and believe in the brand’s messaging can communicate it effectively to customers, reinforcing the brand’s values and positioning. On the other hand, employees who are unclear about the brand’s messaging or who don’t believe in it may inadvertently convey a mixed or confusing message to customers.
The culture of the organization also plays a significant role in shaping the brand experience. If the company culture is aligned with the brand values and mission, it can create a consistent and authentic brand experience for customers. However, if the culture is misaligned or inconsistent, it can create a disjointed brand experience that undermines customer trust and loyalty.
Employees can also impact the brand experience through their actions outside of the office. Negative social media posts or news stories about employees behaving badly can damage the brand’s reputation and erode customer trust.
Overall, employees have a significant impact on your brand experience and activating your brand internally is key. By hiring and training employees who align with the brand values and mission, creating a positive and consistent company culture, and empowering employees to deliver exceptional customer service, you can create a brand experience that reinforces your brand’s messaging and values and drives customer loyalty and satisfaction.
It’s not uncommon for businesses to struggle to build messages that connect with their employees on a meaningful level. An employee base that is motivated by a strong mission and vision, aligned with the company values, and connected with the greater purpose of the organization can conquer all things. We see this time and time again with our clients. Our signature framework has the power to re-energize employees– reconnecting them with your organization so you can push towards your vision as a team. Branding work isn’t just for the outside. We believe the Best Brand Experiences Start From Within™.