Your brand is what sets you apart from your competition. It lets customers know what they can expect from your business. Branding tells the world who you are, who you want to be, and who people perceive you to be; making it just as important to your company’s success as marketing. To stay competitive, businesses should take the time to cultivate their brand and make sure positive brand perceptions stay in place.

Companies are generally known for the products or services thy offer but, more importantly, what people remember about a company are the interactions they have with staff members. That’s why it’s important for employees to be a part of the process of company branding. We suggest bringing employees in on the discussion about your company’s public persona and focus on finding ways to ensure they buy into the ideals your business wants to portray.

How to Engage Employees In Your Branding Efforts

Start by asking questions and getting employees to discuss what they think the brand of your business is currently. This isn’t just for the marketing and PR departments. Get other employees in on the branding campaigns. This makes it possible for each staff member to understand the company’s commitment to its identity. It also allows them to truly be able to explain and understand the outlook of the company.

Having your employees engaged in your company reputation can be profitable. Research has concluded that you can make 3.9 times the earnings per share with engaged employees. Engaged employees understand your business and are on board with your message. With the right branding strategy, your staff will take pride in the work they do for your company because they believe in the promise you are making to customers.

It’s clear that consumers trust the employees from a company – 41% of people believe employees to be a credible source about a company. This is why it is important for employees to understand and believe in your brand. Employees are the driving force of your company; do not take this fact for granted.

How do you make this work in your company? Understand where your business is going, why, and how you want to get there. Create a culture. Communicate that culture to employees. Be authentic. Be clear. Be transparent. Be your brand.