Why Including Employees in Brand Management is Important

Source: Employees as Brand Ambassadors [Logical String]

Brand is like an iceberg – 10% of it is visible externally and 90% hidden. And these 90% determine how the 10% is perceived. The 90% is all about people, processes, policies, organization, etc.

During the course of interaction with a brand, a consumer has several moments of truth – those vital moments that give insights about the hidden 90% of the brand iceberg. More often than not, the moments of truth are encountered by interacting with employees of the organization for one thing or the other. And this is one reason why employees

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Living the Brand: How to Help Employees Become Brand Ambassadors (Part 1)

Source: Employees as Brand Advocates by Jenny Schade.

While attending a market research seminar recently, I noticed the cellular phone company employee sitting next to me pulling out her phone to place a call. I commented that the phone was made by one of her employer's competitors. "Oh I don't actually use our phones," she laughed. "Too unreliable."

It's unlikely that any of the people who overheard her comment will ever buy one of the phones that her company makes either.

An organization's brand is one of its most valuable assets and what differentiates it in the marketplace. As this story

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Include Your Employees in Your Social Media Strategy

Before launching any kind of social media strategy, companies need to first understand that it can be affected by anyone who receives a paycheck from them. From the CEO right down to the janitor, whether they've seen your social media strategy or not, they are involved in your social media strategy.

The janitor? Really?

Yes, the janitor! Even the cook, or the person who answers your phones, and the guy who delivers the mail to your office every day, they too can affect your social media strategy in ways you probably haven't even thought of up until this point.

You haven't thought of

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