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Build Business Brand Ambassadors
13 November 2015
ago when I was working in a corporate environment I came up with an acronym for
a team that would represent the company as ambassadors. WON team was a play on
the company brand and was all about “winning”, being number one and part of one
team. Ultimately the project did not get
off the ground but what did ensue was recognition that there was a passionate,
enthusiastic group proud to say that they were brand ambassadors. Brand
ambassadors are often celebrities –just one person who is chosen because of
their high media profile and potential to “spruik” the business as a media
known personalities certainly do play a role but wouldn’t the ideal be that all
people in the organisation shine as brand ambassadors
in a business represents the company brand. You are all brand ambassadors and
everything you do and say impacts on your business.
people at work consider that doing the job is enough. You have been chosen for
your skill and talent and input as a high performing employee– or you’re using
that talent to head up your own company. So you do your job well but perhaps
there is a need for additional executive presence to rise to the top and be a
true corporate brand ambassador.
presence has been a recent hot topic as the result of a survey and book
produced by New York’s Center for Talent Innovation. According
to the results of the survey, to demonstrate executive presence you must have
three key characteristics, in the following order:
Gravitas, Communication excellence and a pleasing Appearance. This is not news – it’s a
subject that has been around a long time. I remember “back in the day” learning
about these traits at what was called modelling and deportment schools. However
it is the rebranding of this still topical and important issue that has
certainly got a lot of media attention.
today’s competitive environment, branding, whether books, businesses or people
is an important strategy to stand out in the minds of customers, potential
customers and consumers.
Ries the author of many books about branding and positioning has said, “The essence of marketing is building a brand in the minds
Branding is more than just
marketing and promoting your business through advertising, social media, promotional
products or communication collateral. It is understanding and influencing how
your clients or the consumer sees your brand.
Building brand ambassadors will help
boost your company’s bottom line as they are noticed, memorable,are able to
build rapport and provide a relationship between your business and its products
or services with customers or potential clients and gain influence to attract those
customers to your door.
So how can you do this?
Here’s a few quick tips to get you started.
market research. Understand what are your clients and customers are thinking.
Determine what you staff say about your brand, their interactions with the
company and external audiences. How do
they feel about their experiences of working in the business? Combine that
knowledge with the leadership team’s thoughts (even if that is just you) and
any views expressed through media coverage.
that knowledge into a few key attributes that sing the praises of the company
and refine that until you come up with a branding statement that positively
reflects your business and team. Don’t negate the negative attributes – this
exercise will help you be aware of what they may be and take the necessary
steps to overcome them.
training for everyone in the business. Go through the steps you’ve taken to
come up with the brand position and what the expectations of people are moving
forward. This is where customised training will help to instil executive
presence whether that is increased communication effectiveness through
presentation skills training or introducing a new dress code and personal
Leverage the brand though various communication channels, such as
public relations, advertising, social media or website updates. Most
importantly leverage your Brand Ambassadors through client networking, community
and charity events and other social events where they can truly shine.
Branding will help send a consistent message bothinternally and
externally and brand ambassadors will help boost your business.