Carleen Hawn shares some of the tips she heard on branding in her article Letter from Pop!Tech: Tips on Persuasive Branding. One of the tips offered by speaker Cheryl Heller explained the relationship between branding and employees:
There’s a key word in her definition that 99 percent of entrepreneurs overlook: employee. “Employees are the most important audience any company has,” Heller said. If your brand promise does not engage your employees, you won’t be able to deliver it.
Heller offered a simple case study to illustrate her point. The Ritz-Carlton Company, widely recognized for effective management, also has a very successful brand promise:
Ritz Carlton: Ladies and gentlemen serving ladies and gentlemen.
As Heller explained, this tells investors: Ritz-Carlton serves a distinguished clientele. It tells employees: A high level of behavior is expected of you and you can expect a high level of treatment from Ritz-Carlton. It tells customers: You can expect a certain experience when you stay at a Ritz-Carlton hotel.
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