Articles & White Papers
| Brand Ambassadors Not Just Employees
| | Brand ambassadors are the employees in our companies that deliver the ideal experience for our customers. These brand ambassadors have the knowledge, skills, abilities and motivation to deliver products and services that exemplify the essence of our brands. Every executive dreams of hiring and retaining these brand makers at all levels in his/her company. However, most of these executives end up with nightmares because of mistakes by employees who are misplaced in their job or poorly trained. If a company can develop a passion and deep commitment for hiring and developing ambassadors for their brand, increased sales and profits are not far behind.
WHY EFFECTIVE BRANDS MAKE MORE PROFIT
A relatively small number of businesses have learned how to consistently deliver their unique commitment to their customers through their employees. Because of the success of these companies in generating wealth, others attempt to emulate their leadership, strategies, business methods and best practices in order to capture the fundamentals of this success in their own companies. Unfortunately, few corporations are able to duplicate the brand building necessary to create significant equity with customers and in the marketplace. Even with massive amounts of information in the form of books, case studies, articles, seminars, university courses, and experience, most of us are unable to create a powerful brand, hire the best employees to drive the brand promise, and communicate this promise clearly and consistently. Where is the disconnect?
Why can't we build sustainable brands more often? Is it because most brand strategies are poor? Is it because the HR executive is seldom a participant in the development of brand strategy? Or is it that we lack the proper tools to execute the brand promise through our business systems and employees? It's all of these. |
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| | Employee satisfaction and engagement is positively related to important business outcomes such as customer loyalty, profitability, productivity, turnover, and safety.
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