posted by Accounts
We all do it – we spend time, money and every available resource on developing engaging marketing or branding plans for our customers. We focus so much attention on external resources to define our brand that we often forget to utilize one of our most valuable resources that exists within our own four walls.
You know what I’m talking about – the people within your company. The internal ambassadors who are interacting with the brand on a day-to-day basis. The employees who make up your brand.
Employees and co-workers can act as great sounding boards or focus groups for insight to your brand. So go ahead and take a look. Just take a moment and think about each department within your organization and the daily contact each employee of that department has with the brand. I mean, who better to provide feedback on your brand than the people who interact with it on a daily basis?
There are a number of ways to collect data from your team without compromising results. Provide a questionnaire and supply a response drop box for anonymity. Conduct an anonymous online survey through services such as survey monkey, emphasizing anonymous – it’s the only way you will get an honest answer. Consider using some of these example questions as a starting point::
- Why did you want to be a part of this company?
- What is your favorite part of working here?
- If one of your friends wanted to work for the company, what would you tell them?
- How would you explain what your company does to a young child?
Questions like these can uncover your employees’ true perspectives and will help identify the character of your brand. The answers to these questions will identify not only the practical benefits of being associated with your company and your brand, but also the emotional connection the employees feel toward the brand. You’ll begin to notice that many of the benefits identified by employees are the same ones desired by your potential customers. I cannot think of a better way to get a quick gut check on you current brand image than conducting employee surveys.
Another important aspect of marketing and branding that is oftentimes overlooked is the internal marketing or brand plan. One of the single greatest obstacles to brand success is a lack of internal understanding as to what your brand stands for that is then translated to your customers. Take the time to communicate with your employees, let them know what is going on with the company.
Utilize a company intranet or bulletin board to post brand buzz or plan an event to generate some internal excitement. Engage and involve everyone within the organization to help develop a stronger emotional connection to your brand.
thunder::tech’s “Wall of Awesomeness” is one way we communicate accolades that team members receive from our clients – we like to share our accomplishments. It’s just another way we create internal excitement, buzz and pride!
Essentially our employees and co-workers are our biggest brand champions. They invest their time and energy to keep the brand alive – maybe it’s time we take a look within and invest a little back.
About the author::
Heather Driggs is an account manager at thunder::tech and when she isn’t strategizing new ways to exceed her clients’ expectations, she is most likely hanging with her family or her dog, indulging in the CLE culinary scene, heading to a concert or jet-setting off for a long weekend with her hubby.
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