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Turn your employees into Brand Ambassadors!

The benefits of inspiring employees to become good brand ambassadors include increased profitability, lower churn of customers and employees, increased referrals, lower marketing expense

The benefits of inspiring employees to become good brand ambassadors include increased profitability, lower churn of customers and employees, increased referrals, lower marketing expense – the advantages go on and on.  Employee brand ambassadorship is a critical objective every company should try to achieve.

What is a “brand ambassador?” An agreeable definition is someone who:

  • Lives the brand by consistently demonstrating quality service.
  • Is well-trained and able to answer almost any question regarding the brand, or can help to obtain the answers.
  • Is a sort of hybrid between a public relations and a human resources representative.
  • Is extremely friendly and outgoing, always shows a desire to perform and spreads the name of your product to the general public.

A capable brand ambassador should be the walking, talking embodiment of the product that they are representing. Wouldn’t it be great if all our employees did this?  It’s a great goal, but the odds are tough.

We believe there are two (2) primary methods to turn employees into Brand Ambassadors: the Program Approach and the Organic Approach.

Brand Ambassador Program Approach

The Program Approach is a more conventional, training-based method. Many organizations are using, or have used, this method.  Of the two, this is the easiest to implement, the easiest to digest, and the easiest to sell to leadership. The program approach is primarily achieved through continuous training,  communication, personalized attention, promotion and a bit of individual recognition.

Brand Ambassador Organic Approach

The Organic Approach is far more complex. It’s an initiative that requires a holistic, company-wide approach.  If done correctly, it can create far more employee ambassadors and collateral benefits for the company than the program method.  It’s also more sustainable. However, it is more difficult to implement, digest and sell to leadership.

To motivate and inspire our employees requires many things, but these are five of the most important.

We call them the 5 T’s.

  • Treatment
  • Training
  • Tools
  • Team
  • Trust

We believe these five elements act like a chain in achieving employee advocacy and loyalty. The chain must be strong on every level, because one weak link will likely cause total failure.

So, now you’ve been introduced to two choices. You can take the traditional approach and check off a short-term objective on your annual assessment, or you can use the Organic Approach and begin moving all of your employees toward becoming loyal brand advocates, while simultaneously improving the quality of your organization.

For a more in-depth look at both the Program Approach and the Organic Approach and how to implement them at your organization, click below and download our free whitepaper.

download brand ambassadors whitepaper

 

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