Last week I wrote about the importance of having your employees positively represent your brand – even if they are on break. I highlighted a negative experience I had at Starbucks with some employees on break who decided to smoke near patrons when an alternative was available.
Yesterday I had an interesting experience with another popular brand, one that provided a nice counterpoint to last week’s topic.
I was at a neighborhood CVS yesterday when I approached the check-out line at the same time as a Best Buy employee (though nowhere near a Best Buy) who immediately let me take the place at the front of the line.
When another register opened, that same person let someone else go ahead to the register.
Those small gestures made me feel good about Best Buy and has me thinking about Best Buy in a positive light.
It’s amazing what a positive experience — even an unrelated one — can have on your brand.
Remember, your employees are always representing your brand.
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.