Fast-forward to this weekend. You’re catching up with friends at a neighbour’s barbecue. As you line up to grab another sausage, you strike up a conversation with an old mate.
And, they ask you about work: ‘What is it that you do again?’
How do you respond? And more importantly, how would your employees respond if they were asked the same question?
Even if you only have a handful of staff in your company’s marketing team, every single person in your organisation is selling your brand.
They might work in sales or on your development team, but when they’re out there in the real world, they’re representing your organisation and its position in the marketplace.
And the hardest type of marketing to obtain is word of mouth.
Let’s say you’ve just launched a new website for your business. Maybe it’s the best website in the world. But if nobody knows about it and how to connect with it… what’s the point?
So, how do you get your staff members to share your brand in a way that will engage others? And what will this mean for your business?
Employees need to understand their purpose
Some staff members come into the office each day, do their work from nine to five, and then head home. That’s the extent of their engagement. They’re not sharing and promoting your brand beyond the workplace.
Why? Because employees naturally question what’s in it for them and why they should care.
If that’s how your employees are thinking, then they don’t truly understand their purpose within your business.
We’re seeing a trend in staff being less concerned with individual benefits. Instead, they’re engaging more with their greater role within the organisation.
They want to know how they’re making a difference, and why their time and skills should be devoted to your company, rather than another.
Your business needs to articulate this purpose clearly and effectively to get people to talk about their work with passion.
It’s not what you say; it’s how you say it
So, what’s the secret?
Keep it simple.
Make it easy for your staff to understand your brand and communicate it with others. This applies whether they’re in a meeting with a prospective client, or at a friend’s barbecue.
If your employees are happy, confident and well-informed, they’ll talk enthusiastically about their work and your business.
And it’s those enthusiastic and passionate responses that resonate with people and drive your brand.
Because it’s not about what your employees are saying, but how they’re saying it.
By identifying a clear brand message, you’ll ensure that everybody in your organisation is on the same page.
Encourage and empower your staff
Organisational leaders already create powerful and inspirational messages. But they’re often not reaching the majority of staff.
That’s a huge issue.
Because you can’t force your staff members to share your brand. You need to encourage them to do so on their own accord.
And you can only do this by empowering them with that knowledge and drive.
Begin by demonstrating your brand message passionately and with purpose.
Walk the office floor and create a dialogue that engages and excites your team. If you lead with enthusiasm, your employees will follow suit. They’ll believe in your leadership team’s vision, and, as a result, will believe in and begin sharing your brand.
Everybody benefits from sharing
Have you ever walked right past an empty restaurant and not given it a second look? And have you then stopped at a different restaurant down the street that was buzzing with people?
It’s because a crowd makes a crowd. People have a natural kind of intrigue. And, when they see that kind of excitement, they want to know what’s going on and how they can be a part of it.
It’s the same for your brand.
If your staff are constantly engaging with and sharing your brand, you’re going to see invaluable benefits to your business.
More eyes on your organisation will lead to a greater understanding of what you do and your position in the marketplace.
This creates a domino effect that can lead to increased revenue and growth. These, in turn, give you the flexibility to put those profits back into your business.
These benefits to your business become benefits to your staff, as the company’s success creates new opportunities.
Harness those untapped voices
The digital marketplace is crowded. And if you’re only relying on a handful of voices in your business to be heard, then you’re already at a disadvantage.
It takes a lot of time, money and effort to build a brand. Your employees are your best assets in this. They’re the building blocks in the construction of your company’s identity.
However, your staff will only understand this if you first understand it yourself.
Make sure those untapped voices in your organisation become passionate ones.
Help them to advocate for your brand, and empower them with the knowledge and drive to begin sharing today.