When thinking about the performance of a brand and its resonance, we automatically look at how people perceive it from the outside. Do people know about it? What do people think of it? Do people buy from it?
Your people will always be your biggest asset, and should also be your biggest advocates. If your people don’t know what the business is trying to achieve, the story it has to tell, and the values that it holds, then your brand will never truly perform as well as it could.
Whilst these are completely valid considerations, what isn’t being considered is how the brand is performing internally, for employees.
By creating a culture that embodies the values of your brand, everything your people do will align with the direction of the business.
So, before sending out your customer survey, speak to your internal teams first. Find out what they know about the brand purpose, how they feel their role impacts the wider vision of the business, identify communication hurdles, and how employees interact with other teams and customers.
Here's a good starting point:
1. Do you have a defined brand vision, story and purpose? (yes/no)
2. Do you have an internal system for employees to share ideas, provide feedback, track training etc? (yes/no)
3. If you asked anyone in your business, could they tell you what these are? (yes/no)
4. Are new employees on boarded with training that includes brand purpose, values, and voice? (yes/no)
5. Do leaders and managers consistently model the brand values in their behaviour and decisions (yes/no)
6. Are your brand values woven into processes and/or performance markers? (yes/no)
7. Do you actively work to achieve/maintain a desired culture that reflects your brand values? (yes/no)
8. Do you have a verbal tone guide that is available to all employees? (yes/no)
RESULTS:
0-3 ‘yes’
Getting your teams aligned with your brand values should be a priority for your business. Work to embed your values into processes and behaviours and encourage leaders to lead by example. You’ll soon start seeing the benefits.
4-6 ‘yes’
You’re certainly getting there! However, there’s still room for improvement. Explore the areas where you’re falling short and create an internal brand strategy that will be the envy of your competitors.
7-8 ‘yes’
Wow, your brand is fully embedded into the internal culture. Kudos to you!