How to Deliver your Brand Promise
Your brand promise paints a picture of what your customers will experience but it is the brand delivery that is the experience. In order for businesses to survive, employers need to focus on having more meaningful engagement with their employees to ensure the company maintains market share and increases customer loyalty and retention. Senior managers of a company have to set an example, as the way they treat employees will be reflective of how their employees treat their customers.
Engaging your employees is about much more than top down communication, an intranet site, a slide pack, product training, brand guidelines or a new glossy newsletter. Companies talk about their people being their brand, but often any brand engagement programme is done superficially. We need to involve employees more in the brand delivery process particularly if we need them to change their behaviour.
Most companies recognise and accept that the behaviour of their employees will impact upon their customers’ experience of their brand. So how can you be sure that your employees are ‘on brand’ so to speak? How do you engage your people to deliver your brand? Just think about this for a moment. Your brand will come into play at the point of delivery when the customer encounters the company’s employees. One encounter and the whole brand is judged. Can you afford to take the chance of not engaging your employees?
There are many ways to engage your employees. If you really want to get your employees fully engaged in the delivery of your brand promise, you have to fully engage with them. It is you who makes the difference and it is your excitement and enthusiasm about the brand that creates the excitement and enthusiasm in them. It is really that simple but most companies tend to bring in outside consultants or training companies to do the engaging.
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