#2 Great Brands make sure that every employee is motivated to exceed customer expectations and understands what it takes to deliver on what the brand stands for.
This seems simple, but you’d be surprised how many businesses don’t take the time to train and educate their own employees on the meaning and value of the brand. How can your employees exceed expectations and deliver the brand if they aren’t aware of it? How do you ensure consistency in your brand’s deliverables if each employee is acting on what they THINK they know versus what they SHOULD know about your brands’ unique differentiators, your values and more. Why is this so overlooked? Because of the classic mindset of working IN your business instead of ON it. Billable hours are more profitable than basic ‘admin’ hours. As logical as this seems, the reasoning behind it is diminished when you think about the power of consistency and distinction in the marketplace. Your competitors are working to acquire and retain a place in your customer’s perceptions – get ahead of the game and build your brand consciously by design, not by default.
BRAND ACTION: The obvious action is to create a training program to education and train your employees on your brand’s attributes and how they should be expressed to the customer (as well as within your internal culture). But before you can train your employees to understand and deliver on your unique brand some serious ‘due diligence’ needs to occur in the development of your brand standards and behaviors. Remember, branding starts within, deep within your organizations infrastructure. So we challenge you and a select few of your team to spend some quality time inventing who you are (Your Brand’s DNA) from the inside out – then bring in the rest of the team to brainstorm creative ways your brand can be ‘operationalized’ within the organization (environmentally; office, retail, etc., behaviorally and functionally).
YOUR BRAND IS YOUR BUSINESS®….and when EVERYTHING operates congruently to that brand, you and your brand are positioned to grow exponentially!
We are passionate about helping our clients and business colleagues get more conscious in building their brands from the inside out – through their people, leadership and systems and processes. We offer several products to further your efforts in building your brand including two e-books (digital downloads) that are designed with experiential activities for you to engage your team in the process of living and embodying your brand!
We are on a mission to improve conscious branding in small business across America! Get your ebook copies of: Getting Your Employees on the Brand Wagon and The 6 Myths of Small Business Branding at www.BrandAscension.com/Products_Resources.html
