When we contemplate brand, we primarily think in terms of our external customers, those that we extend our service and/or products. How often, however, do we over look our internal customers, our employees, and ask ourselves if they understand what our company represents? If our brand is what others say about us, what is more important than making sure our front line employees understand who we are? Though we know our employees are an extension of our company and understand the impact they regularly have on our customer, we often overlook what message they may be sending about our brand. It is important to recognize their value on our brand. It is equally important to realize that internal processes and procedures affect our frontline employees, which in turn, affect our brand.
The Undercover Boss, on CBS, highlights a different CEO of a major US company each week, going “undercover” in his/her company to work various frontline jobs. The goal is to see the inner workings of his or her own company, to experience firsthand the various jobs within the company; seeing if the policies and procedures they created are being followed and what impact they have on the employees. This also gives them a sense of what the employees know and believe about the brand, which is what is extended to the customers. Each week the featured CEO has an eye opening experience about how their front line employees feel about the company and in turn, their brand.
In today’s economy, companies are fighting for every dollar, which has caused us to look at how our brand is perceived by our customers, both internal and external. It is of utmost importance that all employees, especially new employees, are trained to understand the role they play in the overall brand. All employees that interact with customers need to understand they are responsible for building or tearing down brand trust and that each interaction with the customer reinforces the brand one way or another. It is up to the management and department heads throughout the company to continually reinforce this as well as company updates on a regular basis to all employees, making certain that every employee correctly understands and protects the brand.
Do your employees know and understand your brand? Do you know what others say about your brand?