Branding is an area we explore regularly with clients – conducting brand audits, developing brand positioning, etc. Some of the most common errors we see are: (more…)
Branding is an area we explore regularly with clients – conducting brand audits, developing brand positioning, etc. Some of the most common errors we see are: (more…)
In our work with organizations, primarily in service professions (e.g. healthcare, consulting), we often find one critical audience overlooked–employees. Particularly for service organizations, employees are everything. They literally are the product! If they aren’t kept informed about your company’s mission, vision, values and desired brand image, they can’t help you support your brand.
The big question for you: do your employees understand your desired brand image? (more…)
I have been working on the development of a training session on developing employees as brand ambassadors for a service organization and, as I’ve been conducting my research and gathering examples, I’m struck as always by the critical role that employees play in either strengthening or damaging the brand, and the woefully inadequate attention that most organizations pay to helping them be successful in that role. The organization I’m working with is a refreshing exception–they recognize the importance of establishing strategy at the top of the organizations, preparing managers to serve as coaches and role models for service excellence and setting the stage for effective employee engagement through communication.
The steps in the process seem fairly straightforward and linear: (more…)