Branding isn’t just an external effort. In fact, good branding actually starts on the inside – with your employees.
You see, if your team isn’t fully onboard with your branding, understanding and believing in it fully, then it’s never going to be effective, no matter how many marketing and advertising dollars you pour into it.
Your employees come up with your marketing strategies, they interface with your customers, they sell your products and they update your website and social media. If they don’t understand your branding or subscribe to it, how can they translate it properly to others? More importantly, how can they get others to buy into something that they themselves don’t believe in?
Customers are very intuitive, and they know when they’re being lied to or bluffed. And in this high-tech day and age, people are looking for full transparency. If they get the sense an employee at any point in the sales cycle isn’t fully onboard with the brand, they have no problem jumping ship and finding another company to buy from – even if it means more time and energy is required.
Do you want to make sure your branding is being translated properly? Want to ensure your employees are onboard and promoting that branding as effectively as possible? Here are a few tips to help:
- Make branding a part of your interviews. If you really want to make sure your team is behind your branding, start from the very beginning – before they’re even hired. Talk to potential employees about what your brand stands for and who it is, and get their feedback on your brand’s persona and values. See if their opinions match up before offering them any sort of permanent employment.
- Incorporate brand training into your new employee orientations. Don’t just train your employees on the basic processes they need to get through the day, spend time talking to new hires about your organization, what it stands for and what you seek to provide the customer. Show them just what your company is all about, and get them excited about sharing that with the world. That’s where great branding starts.
- Include your employees in branding and rebranding efforts. When establishing your branding or delving into any rebranding efforts, always include your employees – and not just the C-suite ones, either. Get people from sales, marketing, customer service and every department in your company involved, and make sure you’re looking at the organization as a whole – not just one small part or portion.
Is your team fully onboard with your branding? Do they understand your company values and voice? Do they know how to translate that to the customer? If not, it’s time to make a change. Contact Haley Brand Intelligence today, and we’ll help make your branding efforts more effective across the board.