Employees are always representing your brand as long as they have on your uniform or are at your place of work. They play the most important role in creating a brand experience that is consistent with how you want your brand to be perceived.
One company that works hard to manage its brand is Starbucks. One key element of the Starbucks brand is creating an environment in which its patrons can enjoy coffee.
Imagine my surprise when two Starbucks employees took their break to have a cigarette, and instead of sitting on the side of the patio in which no one was sitting – and smoking was allowed – they decided to sit near myself and other patrons.
I am not sure what offended me more – the smoke or the ignorance of these employees about the message they were sending to customers at a time when Starbucks is struggling to keep its customers.
Being a marketer and brand advocate, I decided it was the latter.
When your employees interact with the public, they are your brand. If your truck cuts someone off the road, the person you cut off will remember. If an employee spits gum on the ground before walking in for their shift – the customer will remember.
Branding starts at home so make sure your employees understand their role in making your brand and your business a success.