In two previous articles I talked about your role in building the company brand even if you don’t work in marketing. In the first installment , we covered the role of personal branding and corporate branding in engaging employees. In the second article, I shared 9 ways to build connections between your team and your corporate brand. This article brings these concepts together and delivers a quick quiz to help you measure the engagement levels of all team members.
As a leader, you have a responsibility to help your employees understand and build the corporate brand – even if you work in IT or research or purchasing. When you build a team of focused Brand Ambassadors, you ensure that every activity each person undertakes has a positive impact on the brand – and you engage your team more fully in the organization. Brand Ambassadors:
– deliver on-brand work every day build the brand even when they’re ‘off-duty’ by naturally and consistently communicating the brand promise outside of work
– stay at the company longer, reducing the cost of recruiting and training and making sure the corporate history doesn’t walk out the door
– actively source compatible candidates to fill open positions on your team continue to support the brand even after they have left the company.
Are you using personal and corporate branding to engage your team? Take this quick quiz. How many of the following statements do you agree with?
The members of my team:
1. Have a clear sense of their authentic talents and understand how their unique gifts are valuable to the team.
2. Are encouraged to be authentic – their best true selves.
3. Understand the corporate brand – our mission, vision, values, attributes, positioning, and identity – and are able to confidently communicate this to others.
4. Are clear about our team’s mission and how it supports the corporate brand strategy.
5. See the link between their personal values, passions, and purpose and those of the organization.
6. Have a clear understanding of how they can tap their exceptional qualities to fulfill the objectives of the team and the organization.
7. Are self-starters who believe that their own success is mutually dependent on the success of the team and the company.
8. Feel a sense of personal fulfillment and professional achievement from their contributions to the team.
9. Are regularly (and publicly) thanked and applauded by me, their peers, their internal/external clients, and other team members for their contributions and accomplishments.
10. Are proud Brand Ambassadors of the company – building the brand internally and externally.
How’d you do?
