You might be looking at this headline and say, “Duh, the marketing team.”
Well, yes and no.
Yes, your marketing team has the specific responsibility of managing your company’s brand and marketing messages.
No, your marketing division is not the only group of people that represent your brand to the outside world.
Let me explain.
Who Gives Outsiders A First Impression?
Let’s create a list of some of the people who have the opportunity to leave a positive impression on clients, vendors, and prospects.
- Marketing team
- Office managers
- Customer service reps
- Salespeople
- Community relations workers
- Accounting department
- And the list goes on…
When you think about it, you realize that almost everyone in your company interacts with outsiders every day, which means that people are forming impressions of your business with every interaction.
Great Brand Management Inside And Out
You might argue that some employees interact more with the outside world than others. While that’s true, that shouldn’t prevent everyone for striving for the same goal.
Here’s what I mean.
A private retail electric provider in Arlington, Texas, has the following mission: “We are here to serve.” This applies internally as well as externally.
With this mission, you can imagine that the company strives to be very active in the community and prides itself on stellar customer service.
But they don’t stop there.
If employee Jane needs information from Sylvia in another department, Sylvia is expected to provide the same level of service to Jane that she would to a paying customer.
Not only does this help departments work together, but it also helps the company maintain consistency with its brand management. If employees are expected to act out the mission with “internal customers,” then living the mission when facing an external customer will be a seamless transition.
Is Brand Management That Important?
Does all this really matter? Statistics say, yes.
In 2010 consultant group Reputations out of Vancouver reported that approximately three out of four customers claim reputation influences their buying decisions, and 89 percent cite reputation as a tiebreaker between equal products.
Brand management affects hiring as well. If a company has an exceptional reputation, 80 percent of employees will accept a lower salary. Great brand management will also likely attract more talented employees that can save you money in the long run.
Bottom Line
Every single person on your staff is a brand manager, providing someone an impression of your company every day. What message is your staff sending? Is it consistent?
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