A brand is the essence of the promise you make to customers, employees and other stakeholders. Each touch point with your company is an opportunity to reinforce or undermine your brand. Do each of your employees understand that he/she is a brand ambassador?
Have you communicated to each employee specifically how to reinforce your brand promise in his/her job? Is delivering on your brand promise integrated into your culture? Is it part of hiring decisions? On boarding? Performance reviews? If not, it should be.
Companies with strong brand ambassadors enjoy increased employee retention, higher customer satisfaction, reduced costs, increased profits and market share.1
1 Source: People & Culture training course on strategic employee engagement 2009.
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