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Brands are defined by people. It is employees who
determine how an organisation is seen and customers who decide when
to start and terminate their relationship with the brand. This suggests
that the interface between employee and customer (and other key
audiences) is fundamental to either building or destroying brand
value.
The imperative ought to be to enhance employee commitment
and understanding so that customers receive a relevant and individualised
service. This in turn requires a clear statement of the organisation´s
purpose and values and a willingness to involve employees.
Although many organizations would argue that they
do this, the research results from around the world consistently
demonstrate that most employees are not enthusiasts or brand advocates.
The Living the Brand philosophy focuses on turning
brand cynics into brand enthusiasts, focusing innovation and building
intellectual capital. Try the
first chapter of the book 'Living the Brand' to get a flavour
of how to build employee motivation.
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