3 ways to connect employees to your brand

Employees can be your brand’s best representatives in the marketplace, community, and among customers. People who have a deep understanding of their company’s brand are more likely—and better able—to articulate it to others.

Here are three ways to connect your company’s employees to your brand:

1. Familiarize them with your company’s products/services.

It’s interesting how many companies never do this. Some people go to work every day without a clue about what their company does.

I began my corporate career in a plant that manufactured printed circuit boards. Many employees knew a lot about the boards, but not about how our customers used them. Maybe this was because the end-products weren’t all that sexy—power systems for telecommunications equipment, for example.

But, when one customer used the boards in one of the first “picture phones”—this was the early 1990s—employees became excited and proud of the products they made.

Help employees understand the company’s products and services. It might be difficult to make some products sound exciting, but employees need to know what their company does for customers.

2. Tell stories about the company and its brand.