Turning employees into brand ambassadors

Emma Johnson

Company associates who live and breathe your brand can have a dramatic impact on the bottom line.

Companies often spend a great deal of money, time, and energy promoting their brand to customers through traditional external tools like advertising and public relations. However, company executives often overlook one of the most potent and important marketing forces available: their own employees.

How many times have you been blown away by the passionate customer service offered by Apple Store employees, who live and breathe the products they sell, or checked into your favorite hotel only to be greeted by your first name by a highly attentive staff?

Those kinds of customer experiences build lifetime customer loyalty. "When you brand your product and organization to your employees, you create an engaged workforce," says Allan Steinmetz, an instructor for the ANA School of Marketing and founder of Inward Strategic Consulting, which focuses on internal branding. "And when you have an engaged workforce, people perform their jobs at a much higher level and find greater efficiencies and greater value for the entire company."