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EXTEND YOUR BRAND: Turn Your Employees Into Brand Ambassadors

 

Guest Post By: Cyndi Zidell

No matter what type of business you are in, your employees are your greatest assets. They humanize your company. While logos, taglines and marketing campaigns are important to your brand’s success, employees are the brand custodians that are responsible for delivering the brand promise.

To leverage your brand, creatively tap into your employees’ networks – both offline and online. It is a way to reach new markets, generate “buzz”, and put a real face on your business. In today’s world your business needs the human touch integrated with marketing your goods and services in order to succeed.

You will want to develop a healthy, supportive work environment developing enthusiastic, engaged communicators with a good work ethic. To determine Brand Ambassadors from your employee pool, you will want to directly engage them and obtain their input on such matters as: Performance of your business’ core values; customer service delivery – is your company delivering the highest level, and if not obtain their ideas for improvement; engagement of the workforce across all levels of the company or business.

Once you have identified your Brand Ambassadors consider the following areas to make the best use of their talents:

  1. Share the Knowledge. Find an opportunity to connect your employees with your brand. Starbucks CEO Charles Schultz states that, “The (Starbucks) merchant’s success depends on his/her ability to tell a story.”
  2. Build Community. Actively participating in the community in which your business is located enriches your company. Encourage your employees to volunteer and/or participate in team building community events. Collecting food or clothing for needy or displaced persons; promoting spay, neutering and pet adoptions, and fundraising for education or charitable events are some examples.
  3. Seize Every Opportunity to Communicate With Your Employees. Speak honestly with your employees about your business achievements as well as the opportunities and challenges your company faces. When you build a sense that your employees are important to your business, they will be more willing to work to meet your goals.
  4. Encourage Participation. Create a company newsletter or blog and allow employees to contribute, or offer topic suggestions. Identify employees with excellent communications skills to post on your social media sites strictly adhering to the your company’s standards for those types of communications.

A company should strive to create Brand Ambassadors from their employees no matter the size of the organization. When this is achieved, each employee will be positively marketing the company to their individual circles of influence creating larger opportunities for increased sales and profitability. When you find Brand Ambassadors within your company that have made a positive difference to your business’ performance, recognize those employees. Public recognition is an excellent way to encourage your advocates to keep up the good work and a way to inspire others to get involved.

 

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Sum It Up With A Unique Tagline

An important part of creating your brand identity is through the creation and consistent use of a unique tagline.

Clever brand taglines are created in many shapes and sizes, serving as a brief, supportive statement, phrase or question that align with your business, and captures your company’s brand essence, tone and personality.

A tagline strengthens your brand positioning.

An effective tagline should evoke an emotional response, spur interest and be memorable.

So when brainstorming on the different types of taglines, consider how it distinguishes the business from its competition, and determine the ultimate response you desire.

Taglines can be a number of things:

Short/Motivational

“Eat Fresh.”

“Just Do It.“

Thought-provoking

“Got Milk?”

Evocative

“Maybe she’s born with it. Maybe it’s Maybelline.”

Positioning

“The ultimate driving machine.”

Descriptive/Defining

“The happiest Place on Earth.”
“The quicker picker-upper.”

“Expect More. Pay Less.”

Identifying the business category

“Love the skin you’re in.”

“Drivers wanted.”

“The Lifestyle Brand Boutique.”

Above all, a tagline should be used frequently and consistently to reinforce its message. What response does your tagline convey?

 

 

 

 

 

 

 

 

 

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Get Fresh With Color

To See How Color Can Influence Your Brand.

Color is an essential part of the brand-building process, whether primary or a full spectrum of color.

When developing a brand image, choose color wisely. Color will influence specific attributes and qualities to a brand, which can alter perception, mood, and even sway purchase behavior.

As part of the recent re-brand of perry design + advertising, was the selection of a new color to better represent our boutique services, collaborative approach and lifestyle brand representation. Shifting from a combination of khaki and black, which helped position us as traditional, neutral and safe, to a combination of “birds-egg” blue and white, for a more contemporary, savvy and fresh image.

As seen here in our identity icon, color exploration is a key part of figuring out associated response and emotion.

Listed are a few common associations of color:

RED – a sense of energy, joy, confidence, and urgency.

BLUE – trustworthy, calming, professional, and approachable.

GREEN – natural, organic, fresh, and soothing.

YELLOW – cheerful, playful, vibrant, and youthful.

BLACK – direct, professional, luxurious, and accurate.

Experiment for yourself by altering the color of your logo or supporting graphic, and find what speaks to you…and more importantly, your target market!