Employees as Brand Ambassadors
Marketing Wizkid and my buddy Mayank has an excellent post on why employees are organizatio's biggest brand ambassadors . He suggests how organizations can strive to create a brand ambassador out of each employee. Brand Ecology: First step of the transformation is mapping the brand ecology – how various interactions with the brand happen, both internally and externally. More importantly, how the employees interact with the brand and what kind of relationship they share. Once this is done, one can analyze if the interactions and relationship is in line with the defined philosophy of the brand and its essence. Identification of the gaps is essential so that proper actionable agenda can be chalked out to fill those gaps. Brand Story: Based on the understanding of Brand Ecology, a brand story needs to be developed that can, in simple terms, explain what the brand is, its philosophy, and how employees are expected to drive it. People learn and adopt change readily if done with excelle...