Transfer Your Brand’s Message to Employees on an Operational Level
Consistent branding is vital to an organization’s long term success. Businesses often present their brand via their advertising and marketing campaigns, their online presence, through their storefront’s design, and more. But, you can do all of these things, and none of it will matter if your brand’s vision doesn’t trickle down to your staff and how they interact with customers on a daily basis.
You want your employees to be cheerful ambassadors for your brand, and here’s how to communicate that messaging into normal, everyday operations. Not only will you increase profitability with consistency, but you’ll be creating a thriving culture around your business.
Make an emotional connection to help employees live the brand
Marketing isn’t just about externally selling to customers- internal marketing is a key component of creating a successful brand, too. You need to help your staff make a “powerful emotional connection to the products and services you sell.” Simply put, if they aren’t invested in the brand’s success, they aren’t going to sell it to customers.
Convince your employees that they should care about your brand’s promise (and be sure that they know what that promise is). If they care, they’ll work harder and be more motivated to succeed. Employee loyalty is important, so make sure your team finds it easy to be involved. Market to your employees just like you would market to potential customers, and always strive to make them feel an emotional connection.
Customer satisfaction is directly impacted by employee morale
Unhappy employees aren’t going to be happy brand ambassadors, there’s no way around it. If you cut costs by reducing employee benefits, like time off, they won’t have the desire to communicate positively (directly or indirectly) about your company to customers.
Fostering employee morale is one of the easiest ways to make sure staff want to promote your corporate branding. Downtrodden employees aren’t going to be able to deliver stellar, positive customer service, and customers won’t want to spend their cash in an unhappy environment.
Maintain consistent operations for a consistent brand
Consistency is the cornerstone of a successful brand. Think about some of the world’s most popular brands- Apple is a commonly used example. When you walk into an Apple Store anywhere in the world, your experience is likely to be relatively uniform. You know what to expect from the employees helping you out, and you know that they typically care more about solving a problem than pushing a sale. That’s all part of a carefully crafted brand and image, and it’s worked out rather well for the company.
Your company can be motivational and positive, always quirky, a bit sassy, or anything else that works. Just make sure it’s all consistent, all the way down to how your employees act.
Develop your brand and your operational strategies together, not separately
Have you been honest about what your brand’s message is, and does it coincide with the reality on the ground inside your stores? This point brings us back to consistency, but there’s more to it than simply being consistent. For a brand to be successful it needs to mesh with your daily operations. There’s even a name for this way of thinking: brand operationalization. It’s a long way of saying you need to bring the promises of your brand to life, and it’s more important than having a slick logo or a memorable slogan.
If you develop your brand alongside your operational strategies (rather than thinking of them as separate entities) you’ll be one step closer to easily communicating your corporate branding into everyday operations.