A blog about reputation, marketing and employee morale.

Employees and your brand

Posted by Janet Smith on February 24, 2009

One inadequately trained (or inappropriately placed) employee can do a lot of damage.

To wit: Once in awhile, I’ll really want to give my money to some company, because I want their product or service. I’ll have the money, and I’m planning to give it to them. But the transaction is aborted because an employee of the company can’t help me, can’t answer my questions, can’t find the item I want, can’t explain the difference between two similar products, can’t give me the exact price of something, can’t tell me if the purchase comes with a guarantee, or can’t provide me enough information to inspire confidence in giving that business my money.

At the moment, I’m irritated with the employee. But that irritation quickly expands and morphs into a completely negative view of the company itself. After all—it’s the company that either hired the wrong person for the job, or didn’t provide the person with adequate training.  So even if the company’s products or services are phenomenal, and every other person working there would have provided me with exquisite service, I now have a very, very low opinion of the company. If someone asks me what I think about that company, I’ll tell them about my disappointing experience.

During that conversation, I’ll communicate much more than my negative opinion of that company. I’ll communicate my perception of that company’s brand.

Here’s a good quote from Drew’s brand communication and design blog: “Brands that are successful communicate the same core message and level of service throughout all customer interactions.” He lists 10 (plus a bonus) free do-it-yourself branding tips for businesses—and they include employee education, telephone protocol, and removing the word “no” from your company’s vocabulary. The bonus branding tip is to empower your employees to be able to take care of customers.

And here’s another bonus. When you train, educate, involve, communicate with and empower your employees, you not only strengthen your brand—you increase employee morale.

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