Turning Employees into Brand Ambassadors
25 November 2024
Selling your internal customers (aka, employees) on your Brand can help get them on board with policy and excited to represent your company.
How do you turn an employee into the most coveted of resources, the so-called "Brand Ambassador"? Here are some key steps.
- Develop a clear vision of what it takes to represent your Brand, and communicate this to employees... frequently. Make sure this isn't just a vision statement posted on the wall, but legitimate words and actions that employees will observe in practice and can begin to imitate.
- Share documented policies establishing the expectations that lead to representing your Brand. This includes:
- Employee Handbook - to outline desired interpersonal behaviors
- Safety Manual/Program - to set regulatory safety expectations
- Standard Operation Procedures (SOPs) - to explain processes and procedures
- Provide tools and training to make it possible for employees meet these expectations. Proper training ensures everyone is speaking the same language and is clear on what's expected of them.
- Simple example: if employees don't know where the PPE is stored, they can't easily follow safety protocols.
- Most importantly, ensure accountability when performance doesn't meet expectations. Accountability is not just write-ups and terminations. It should start with a conversation/investigation to find out where the disconnect occurred. It could be that the expectations weren't clear, training may not have been adequate, processes need to be updated to reflect some operational shift, etc.
- Simple example: If an employee was never told to wear a mask when doing concrete demolition work, or has never learned how to put on a mask properly, or doesn't know that the masks were recently moved to a new storage location... you shouldn't discipline him for non-compliance but instead revisit your tools, training, and expectations.
Ultimately, you need your entire team to be working WITH and FOR the Brand. It's on your company leadership to make sure everyone aligns and continues working from the same playbook. Need help making this a reality? Send us a note
and we'll help you address your specific concerns.
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