How to Create Brand Ambassadors

By Rick DeMarco

 

I’ve written previously about the importance of focusing on both your employees and your customers in activating your business and brand strategy.  The internal focus involves engaging all employees to passionately deliver on the brand promise through every touch point with the customer.  For that to happen, it’s not enough to simply communicate the strategy to employees.  You need to turn all of your employees into true Brand Ambassadors.  The world really is a small place.  And that has never been as true related to marketing and brand strategy as it is today with the proliferation of the internet and the blurred lines between our social and professional lives.   No longer is the failure of a brand to deliver on its promise confined to the geography in which it occurs.  Social media gives employees and customers the opportunity to share their disappointments with the world with the click of the send button. And because our lives are so busy and because of the explosion of mobile technology, our social lives and our professional lives are often completely entwined.

For a brand to deliver on its promise to its customers, the employees must believe in that promise and represent that brand consistently through every touch point, whether in a social setting or a business one.  For that to happen, the company must make a concerted effort to create Brand Ambassadors.  Creating Brand Ambassadors takes an investment and a commitment by the company, but the payoff in increased customer satisfaction, loyalty, and increased sales will return that investment many times over.

So how do you effectively create true Brand Ambassadors?   There are 5 specific requirements for someone to be a brand ambassador.  For all 5, both the company and the employee share the responsibility to insure that these requirements are achievable and reflected in interactions with the customer.

1.    KNOW THE COMPANY AND ITS PRODUCTS AND SERVICES

The employee must know the company’s vision, strategy, and history.  He/she must also have a basic understanding of all of the products and services the company offers to its customers and understand and believe in the brand promise.  The company must take the time and effort to communicate to employees and train them.   New employees should be required to spend time learning about the products and services during the onboarding process.  And existing employees should be kept up to date through the company website or other regular communication methods like all-employee meetings. 


2.     REPRESENT THE BRAND PROPERLY AND CONSISTENTLY

The employee must speak about the brand and represent it consistent with its promise.  That means using the proper brand identity system, including the approved  logo, in written communications, as well as the right brand voice, as defined by the brand strategy.   One of the most effective ways to insure that employees represent the brand properly is to encourage them to actually use the products and services when possible.  A company should offer its employees a significant discount to dissuade them from using like- products from competitors.    If I sit next to an HP leader on the plane and he/she is using a Dell computer, my confidence in the brand is certainly impacted negatively. 


3.    BECOME A CUSTOMER SERVICE ADVOCATE
 
All employees should take ownership of the brand, not just the customer service staff.  When at a social or business event, employees should know how to respond to someone who has an issue with the products or services.  I was at a branding conference last year and a major insurance company talked about a program in which every employee had the 800 customer service number programmed into their cell phone.   Most people always have their cell phone with them, so no matter what the venue, if someone had an issue to be resolved, the employee could provide them with a contact to resolve that issue, whether it’s a service problem or a product recommendation question.

4.    BREAK DOWN BARRIERS TO SERVE THE CUSTOMER

Often, the solution to a customer’s problem or issue involves collaboration                 across functions within the company.  Brand Ambassadors break down functional silos        and focus on addressing the customer’s concern.  I can’t tell you how many times I have spent hours on the phone, being passed from one department to another trying to resolve an issue.  Some of my most positive brand experiences have occurred when the person handling the call made the organizational structure transparent to my issue and just resolved it.  An employee can own the customer experience by breaking down organizational barriers that get in the way of serving the customer.


5.    PROACTIVELY CREATE A POSITIVE BRAND IMAGE

Brand ambassadors share positive perspectives about the brand to new employees and co-workers and demonstrate their support for the brand positioning and promise.   Social media provides an opportunity for employees to create positive buzz about the brand in their business and social circles.  The company should also provide a community that allows employees to share their stories and experiences and ask questions to clarify their position as a brand ambassador.

 

When companies spend the time and resources required to insure that employees understand the company vision and strategy, believe in its ability to deliver on its brand promise, and reflect that belief in all interactions with each other and with customers,    they can create true Brand Ambassadors who become invaluable in making their vision and strategy a reality.