As a business owner or manager, brand awareness is crucial to the success of your business in driving sales and attracting talent. However, you don’t have to have a million dollar budget or decades of experience to build a strong brand! Your most valuable brand assets are right in front of you.
What is a brand ambassador?
Companies often employ marketing efforts and advertising initiatives to improve their brand awareness. These efforts can take your company’s brand to the next level, help you attract top tier talent and secure loyal customers. However, one of your greatest assets in brand awareness are ambassadors, both officially and unofficially.
Brand ambassadors are individuals that companies can hire or depend on to highlight the company in a positive light. They promote the company’s services, products, or even employer brand for potential candidates to work there. While brand ambassadors may come in the form of part-time workers handing out product samples in crowded areas, they can also be employees who promote a company on their own. Of course, with a quality work culture and product or service, employees and consumers will spread the word. No need to spend extra dollars to organically promote a good thing!
Why do employees as brand ambassadors matter?
With a strong brand, companies can grow in profitability and face competition with ease. Your employees are the ones on the front line, connecting with customers and promoting your business. When they feel empowered and engaged in their positions, they become natural brand ambassadors. Their passion for their work will flow into the way they interact with customers.
Here are three reasons why employees are the best brand ambassadors.
Employees are front-of-house representatives for your business.
Your employees are the first faces your customers see when they interact with your business. The words and actions of your employees are incredibly powerful. Customers who experience positive interactions with your employees are more likely to continue as customers in the future. Employees who are excited about what they are doing are willing to go above-and-beyond in their work to provide for their customers. This heightened level of customer experience results in greater customer loyalty.
Consider companies like as Dutch Bros. or Southwest. These businesses are highly regarded for their customer service and employee engagement. Customers feel valued and respected. In turn, these companies have flourished financially. Employees are excellent brand ambassadors because they are consistently acting as representatives for your business.
When employees pave the way for brand recognition, revenue follows.
According to a Hay Group study, engaged and empowered employees can cause company revenue to double compared to companies with low employee engagement. Customer loyalty generates financial success. While your business may have solid values and a powerful mission, without a strong, positive brand presence, growth may be difficult.
Consumers are more likely to commit to a brand based on their customer experience over the products or services being offered. Studies have found that companies with high levels of consumer engagement experienced twice the number of loyal customers than their less-engaged counterparts. This customer loyalty led to repeat purchases and recommendations to friends and family.
While engagement levels seem separate from brand recognition and brand success, a Gallup study revealed that “…companies with high employee engagement levels have 3.9 times the earnings per share when compared to those in the same industry with lower engagement levels.” Employees are the best brand ambassadors because their actions influence brand loyalty and boost revenues.
Your employees know your brand best.
Your employees know the ins and outs of your business. They have experienced a variety of situations and have learned all there is to know about your business.
Employees are great brand ambassadors because they have the ability to share your brand with consumers as they apply their knowledge to each individual customer interaction. A powerful brand is more than brand recognition. Powerful brands have a vision, set a foundation for the business based on that vision, and operate accordingly. Employees are the best brand ambassadors because they can deliver a high level of customer-experience and product knowledge.
Employees can act as brand ambassadors off the clock, too! When employees love their work and workplaces, they tend to share their experiences with friends, family and people in the community. This creates a ripple effect of positive thoughts about your company, prompting new people to give your products and services a try.
Educated and empowered employees are your greatest brand ambassadors. Employee engagement and knowledge highly influences customer loyalty and revenue growth. Give your employees a reason to be brand ambassadors for your company by making your firm a great place for them to work! Your bottom line will thank you for it.
Brand yourself as a best place to work!
BestCompaniesAZ offers employer branding services that build brands locally, positioning them as great places to work. Learn more about BestCompaniesAZ’s branding services for employers looking to attract top talent!