Building a strong brand image is key to standing out among the competitors in any industry. A brand is made up of everything that represents a company or organisation in the world, ranging from its logo and slogan to its colours, name and its PEOPLE.

The right brand identity can transform a company’s image and make it memorable to current and potential customers or clients. It can also have an impact on the company’s profits and returns in the long run.

Consumers are extremely loyal to their favourite brands. They fall in love with the brand’s products and trust in its service. Don’t let your people let the Brand down!

Here are a few ways to ensure your people represent the Brand better:

1. Engage your people

You may know your Brand and how you want your customers to remain loyal to it. But are your staff as loyal to the brand? Hold facilitated sessions where the staff can discuss their understanding of the brand and brainstorm ways to better promote the brand. This way they will begin to feel that they are part of the brand’s development.

2. Connect the Brand to your Culture

Your Brand is a statement of intent. Behind your brand is a series of promises about quality, service and values. There is nothing worse than seeing a brand that does the opposite it says it does. For example, when Avis says “we try harder”, and the very first person you meet from that company gives you the cold shoulder, says “Sorry I’m busy,” and “I’ll get back to you.”

It is very important to allow your team to understand better what is expected of them, by facilitating an exercise that identifies the work ethic that is non-negotiable and that supports your Brand. This becomes your culture, and this will link to your values and value statement. If not, then get a better facilitator.

3. Acknowledge support of your Brand

Be alert to the times when you see your staff or team going out of their way to represent the brand positively. Acknowledge regularly as this will strengthen both the understanding as to the correct work ethic as well as the right behaviours in your organisation.

At the HiSide Group, our HiSide Training team make it happen.