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Tuesday, February 25, 2014

Your Employees Play a Leading Role In Shaping Great Brands

Written by  Duane Bailey

I read a fascinating article in "Inc." magazine this week. The article, "The Real Test of a Great Brand," is authored by Erik Sherman and invites us to consider the importance of the employer-employee relationship in branding strategy.

He goes on to say that while the brand's relationship with customers is important, the more subtle relationship between a brand and its employees is equally important. I don't disagree.

In fact, you may remember a post I wrote in 2012 where I told readers the brand promise is for non-customers, too. Erik Sherman reminds us, "If you can't satisfy your employees, on whom the entire business rests and moves, how are you going to satisfy your customers?" Your employees, after all, are among a group of non-customers who have a close, ongoing relationship with your brand. What they think matters. They have the ability to influence your brand's reputation through online employer review sites like Glassdoor, social networks like Facebook and Twitter, and word of mouth.

Your employees play a leading role in shaping your brand and its reputation. When the employer-employee relationship is strong, employees are invested in the success of the company and are passionate about promoting the brand to their friends, family members and customers. They take pride in delighting their customers. And they will say good things about your brand!

More and more, I find myself looking online for a glimpse into others' experiences with brands I am considering. If I were to search online, what would your employees tell me about your brand? Is it a brand they would recommend to others? More importantly, is it a great brand?

For more on the role of employees in shaping a great brand, please see:
Great Brands Really Are...Different
When Was the Last Time Your Employees Had Fun at Work?
100 Different Success Stories from Fortune Magazine
What Makes Your Company a "Best Place to Work"?
Brand Loyalty Begins at Home...With Your Employees

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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