Philip Nai, a media executive and chartered brand professional, recently led a workshop on the importance of corporate branding for a banking institution. During the session, he emphasized that employees are among an organisation's most powerful brand ambassadors.
The Power of Front Desk Interactions
Nai pointed out that customers don't experience a brand through advertisements or marketing campaigns; they experience it through people. He used a personal anecdote to illustrate this point, saying that a beautiful advert from a bank can be ruined by a rude security officer or an impatient receptionist. These interactions can rewrite the story that customers have about a brand, making it essential for employees to understand the brand and its values.
Internal Brand Culture Matters
Nai stressed that internal brand culture is crucial for delivering a brand promise. He said that employees need to understand the brand's values, customer promise, and their own role in delivering that promise. This requires more than just handing out a handbook; employees need training and explanation to become brand ambassadors. He emphasized that the entire organisation has to deliver the brand promise, not just the marketing or communications department.
Every Interaction is a Brand Moment
Nai explained that every interaction with a customer is a brand moment. Whether it's a security officer welcoming a customer, a receptionist answering a phone call, or a customer service officer handling a difficult customer, these moments shape the customer's perception of the brand. He said that customers should experience warmth, efficiency, and premium service if a brand promises these things. This requires alignment between what the brand says and what the customer experiences.
Investing in People is Key
Nai noted that organisations often invest heavily in external visibility, such as logos, advertising, and social media, but pay less attention to internal brand behaviour. He emphasized that investing in people is just as important as investing in marketing campaigns. Employees should be trained to understand the brand, its values, and its customer promise. They should be given the tools and resources to deliver that promise and become brand ambassadors.
The Impact of Small Moments
Nai pointed out that a customer's perception is often built from small moments. A customer may not remember a beautiful campaign or a successful social media post, but they will remember a rude security officer or an impatient receptionist. He said that organisations should focus on these small moments and invest in their people to deliver a consistent brand experience.
In conclusion, Philip Nai's workshop highlights the importance of corporate branding and the role of employees in delivering a brand promise. By investing in people and internal brand culture, organisations can create a consistent brand experience that resonates with customers. As Nai said, "Your brand is not only what you say about yourself. It is what people experience when they meet you."
Source: Joy Online
