You Can’t Build a Brand Without Your Employees

By Matthew Schwartz

Companies employ complex brand metrics strategies and top executives continuously ask themselves how their companies are perceived in the marketplace. Furthermore, an increasing number of consulting firms dedicate themselves to helping companies strengthen their brand. And, Fortune magazine's annual issue on top global brands is one of their best-read ones.

Furthermore, we have all heard about the importance of logos, graphics, signage, packaging, public relations strategies and the myriad of other common branding vehicles. Yet with all of these traditional branding practices, it is becoming clearer and clearer that the employees, not the brand identifiers, are really at the heart and soul of the brand. Just look at companies like Starbucks, Dell Computer, Disney, Nike and Southwest Airlines. These companies are known for both the way their customers are treated as well as how their employees are committed to the customers that they serve.

Now, couple this with a recent study by the Gallup Organization which found that only 26% of U.S. employees are actively engaged or loyal and productive, and a study by the Conference Board that found that approximately two-thirds of workers were dissatisfied with their jobs, and the challenge is clear.

So how do you get the employees on board in order to build your brand in the first place? Here are some critical steps to help gain the commitment of employees.

Message from the Top

Articulate a clear brand strategy. A well-defined vision and mission, including short- and long-term goals of the organization, must be identified from the top of the organization. This then carries into senior management, and should further permeate throughout the organization. The entire management team should be highly visible and engage their employees on a regular basis, with a consistent, continuously delivered message. As importantly, be sure that the mission is not just lip service, or a corporate slogan/jingle, but rather one that is truly meaningful.

Communicate It

The heart of an employee branding strategy. Communicating to employees is key to any successful employee branding initiative. Employees want to hear both face-to-face and in writing about corporate direction and changes affecting them and the organization. This can include speeches, regularly scheduled meetings, corporate newsletters, a company Intranet and, preferably, a combination of many modes of communication.

Listen

An open door is an open mind. When we are born we are all trained to speak, but there is much less emphasis on the importance of listening. Employees shold share in development of the vision and brand strategies. An employee survey is one way to start. Find out how they perceive and feel about the brand and what input they have to share.

Training

Never assume your message is clear. As your branding strategies become further defined and adjusted, be sure that all employees are kept in the loop. Be sure employees not only understand what the company and brand stand for but also the policies that drive the internal brand message.

Networking

Treat your organization as a larger business community. Employees should be encouraged to foster stronger working relationships across the organization. This gives them not only a sense of belonging but also an understanding of how others in the organization work and the challenges they encounter.

Motivation

Reward employees and they will reward the company. Sure, it is a tough business environment. And maybe the top talent won't be jumping ship so quickly, but employees need to be rewarded for their work. This does not always have to be in the form of monetary rewards. Other types of recognition (for individuals and teams) can go a long way. Be careful not to make it an elitist program though, as this could de-motivate rather than incentivize employees. And don't forget to encourage risk taking because, far too often, companies tend to be risk-averse, which will inhibit creative thinking.

Career Path

Help employees build their own futures. By helping employees develop a career path, they will not only understand the present value of their work, but the future value as well.

So what is the value in all of this increased employee awareness and quest to build a more dedicated staff?

First of all, it can bring about innovation and change—a dedicated employee is a more creative one. You get employees who are more committed, who are willing to spend that extra hour in the office, and can problem-solve as well as embrace necessary change. And, by effectively encouraging and rewarding employees, it can ultimately lead to new ways of doing business, creating totally new business processes that can further increase productivity and results.

And, of course, no business can grow without the customer. A satisfied customer is a result of not just the experience with a customer-service person, but rather of the efforts of the entire organization. Therefore, a dedicated workforce throughout the organization equals a truly customer-centric organization. One that takes ownership in the customer to all levels.

Finally, all of this not only helps the company to grow, but strengthens the brand itself. Your employees are not only encouraged, but also choose, to speak highly of your company and its products and services, even when not on official business time.

Don't miss: AMA's Corporate Branding 2004 Conference. November 16-17—Marriott O'Hare Hotel, Chicago.

Senior marketing executives from IBM, UPS, CIGNA and other major consumer and B-to-B companies will share strategies and insights on branding.

AMA On-site: Every one of AMA's 170+ public seminars can be delivered on-site. This flexible, money-saving option allows you to train ten or more people, when and where you choose, at a low cost per participant.

Author Bio: Matthew Schwartz is a practice consultant for American Management Association. He is responsible for sales and marketing seminars and conferences, including AMA's 2004 Brand Management Conference. For information on AMA's marketing and sales programs, visit www.amanet.org