Who is the “Brand Champion” in Your Organization?

We use this typical brand scenario in our brand workshop presentations:

Imagine you visit a nearby hospital and come upon a maintenance worker mopping the floor of a hallway.  You ask the worker, “What do you do for a living?”  He responds by saying, “My job is cleaning floors.”

You visit a second hospital and come upon another maintenance worker mopping the floor of a hallway.  You ask the same question, “What do you do for a living?”  He responds by saying, “I help doctors save lives.”

Which hospital would you say has the better brand orientation?  Which hospital would you say has better motivated employees?  Which has less employee turnover?  Which hospital do you think has the best customer satisfaction?

Many companies and organizations view brand management as only a function of the marketing or advertising departments -- it should be the responsibility of each and every employee in the organization.  Brands that “live” within the organization also “thrive” – ensuring that its brand’s promise is being supported with every action of every employee within the organization.

Successful organizations realize that every action is a form of communications that either supports or discounts the brand in the eyes of the customer.  True consumer-centric organizations understand the value of ensuring that each and every employee becomes a “brand champion” for the organization.

This “brand champion” philosophy is not only reflected in the organization’s communication, but is also reflected in how employees are evaluated, compensated and promoted.

Do your employees merely “mop floors for a living” or are they truly committed to the mission and values of your brand?