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EMPLOYEES-THE BESTEMPLOYEES-THE BESTBRAND AMBASSADORSBRAND AMBASSADORS

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BRAND AMBASSADORBRAND AMBASSADOR

vA Brand Ambassador is a celebrity who is used to promote aproduct or service. Companies use brand ambassadors to

achieve clear-cut goals.

vBrand ambassadors are used for building loyalty, as customerstrust the celebrity or are inclined to emulate the celebrity.

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Employees as Brand AmbassadorsEmployees as Brand Ambassadors

A good employee is always an asset to a company and he orshe spreads positive vibes about the company in the society.Employees can spread word-of-mouth image and help buildthe companys brand.

Using employees as brand ambassadors largely depends on:vvKnowledge

vSkills

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Contd..vEmployee motivation

vEmpowerment

vTeam-work

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Steps for Transforming Employees intoSteps for Transforming Employees into

Brand AmbassadorsBrand Ambassadors

vBetter quality of work life and positive word-of-mouth

vDevelop best work culture

vMotivate and retain employees through active employeeengagement

vNurture leadership quality among the employees

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Contd..vRecognize and reward employees contribution

suitably

vHave a performanceoriented work culture

vFollow best people management practices

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Key ingredients for transformingKey ingredients for transforming

Employees into Brand AmbassadorsEmployees into Brand Ambassadors

v B ra n d E colo g y :

Id e n tify th e v a rio u s in te ra ctio n s w ith th e b ra n d

h a p p e n

.in te rn a lly a n d e x te rn a lly

v B ra n d S to ry :

,D e ve lop e d b a sed on b ran d e colog y sh ou ld la y

e m p h a sis

.a b o u t th e b ra n d a n d its p h ilo so p h y

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vBrand Communication:

Focus here is on the channels of communication tostrengthen the relationship between the employeesand the brand.

vBrand Alignment:

Employees are expected to perform their duties in

alignment with the brands values and philosophy.

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Examples:vKingfisher Airlines

v

vHCL

v

vHewlett Packard

v

vTommy Hilfigerv

v

v

v

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vKotak Mahindra Bank

v

v

vIndian Oil Corp.

vv

vIntelenet Global

v

v

vITC Welcomgroup

v

v

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Advantages :

vTraining and development, better quality of worklife ableleadership.

vEmployees known as internal customers createpartnership which encourages them to takeownership for all the activities.

vEmployees as brand ambassadors help achievingforceful brand promotion as employees canspread extensive positive word-of- mouthmessage.

vThe emotional component.

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Conclusion:

Branding is a very important function incommercial organization. Organizations usemultiple strategies in the brand building process.

The time is ripe for organizations to rethink andtake a fresh look towards brand building strategiesand focus on employees in their new role as brandambassadors.

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THANK YOU