Your personal followers on twitter probably respect and place a high value of trust in You first and then your company second. Many employees dont exploit this fact in order to promote their company’s brand. Perhaps it has to do with the fact some employees may not be truly invested in their firm’s big picture. Company bosses will have to find a way to motivate staff to transform into what Mark Fidelman on Forbes calls the passionate pilgrim:
“This advocate is in love with your brand—not in a crusader way, but in a loyal and committed way. This advocate has used your product or service for years and believes that the world would be a model ‘city upon a hill’ if the rest of humanity would only catch on”.
Management and staff need to be syncronized on the premise that the brand is one of its most valuable assets and what differentiates it in the marketplace. The real question is how does a company successfully engage workers so they understand the brand and act as advocates on its behalf in a proactive manner?
Successful branding certainly involves a complicated mix. Knowing how to identify the brand and determining how to position it in its operating sphere, is only one part of the solution. The remaining answer lies in ensuring that employees are evangelising the value of the brand on a regular basis — both inside and outside the organization. It has to be said depending on the nature of the business, it may be a tricky proposition.
Credit: Mark Fidelman, The 7 Brand Advocate Types You Need To Know (Infographic)
Hayden Richards is Contributor of IntelligentHQ. He specialises in finance, trading, investment, and technology, with expertise in both buy-side, sell-side. Contributing and advising various global corporations, Hayden is a thought leader, researching on global regulatory subjects, digital, social media strategies and new trends for Businesses, Capital Markets and Financial Services.
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