I know I've said it many times before, but I have to repeat it again:
your brand isn't your logo or stationery, although they may be physical
representations of it. Your brand is the way you are perceived. It's
about how people feel when they hear your name or see any physical
element of it. It is built entirely from one's experience with your
product or service and is the sum total of all touch points that they
have ever been exposed to.
So, have you thought about the potential damage your employees can inflict on that brand?
One
of the most critical elements of any brand is in setting up
expectations of behavior. Think of Wal-Mart. You expect to be greeted
in a friendly manner by a smiling someone at the door. Consider
McDonalds. You expect those fries to be perfectly cooked and piping
hot. Think of the receptionist at your doctor's office. You expect her
to be helpful and polite.
But what if the Wal-Mart greeter
scowls, the fries are brown and cold, and the receptionist is rude? In
an instant, your expectations aren't met, and you feel uncomfortable or
perhaps a bit cheated or angry. Your experience doesn't match the
perception that you have created about that product of service, and the
brand begins to erode in your mind.
Now think about your own
business. Are all of your employees on the same page? Do they all
deliver a consistent experience to your clients at every touch point?
Your
employees are your brand's champions or the undoing of it. They must
always present a professional, tactful, classy front. Clients are
affected by their tone, attitude, and even the way employees dress, so
be careful of who is on your front-line. For example, your accounting
person may be terrific with numbers, but if his people skills are poor,
he shouldn't handle clients' inquiries. Even if an employee is having a
bad day, that's not an excuse to inflict a rotten attitude on the
public.
Also consider how toxic a bad attitude is internally.
Can one bad apple spoil the whole bunch? I have seen a few
organizations that were turned into glum, depressing places by people
who made it their mission in life to spread their own misery. If you've
got such an employee on your staff, think about addressing him or
removing her.
Your brand and your reputation are wrapped up very tightly together. Make sure you protect them by employing the right people.
by: Christine Pilch
Christine@GrowMyCo.com
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