In the business world, one of the most important assets a business has is its employees. If a business does not have employees or in economic terms labour; they will not be able to function. This is why keeping your employees satisfied and happy is very important. Just as important as that is to keep your employees connected to the vision and mission of the brand. This can be a difficult task as many employees tend to get caught up in the cycle of work and forget the true meaning behind it. As they keep functioning in a circle, they tend to focus on the work itself and not look at the brand as a whole. This is why we have compiled a list through which you can authentically connect your employees to your brand. An excellent example of this is the Biz collection @ Get Real Work Wear & Safety, in Australia.
- Explain the brand
The first and foremost way of keeping your employees connected to your brand is to explain what the brand stands for. Explain to them what the company aims to do, what its long term goals are, and what was envisioned when the company was started. Keep reminding them of the mission statement that the company holds and where they aim to be. It’s excellent to share the story behind the brand, the vision you hold for the brand in the future and the inspirations behind this. Starting from the interview process will bring about the most results as from the start the employee will feel connected and aware of the brand’s purpose. This will help the employees feel like they are part of the story, and feel connected to the brand. Ultimately, this will then begin to translate into their work.
- Involve the employees
Instead of the senior management making all the decisions and deciding the direction of the brand, take their opinion and point of view into account too. Keep them involved in the process, so that they will work for your brand wholeheartedly. Also, involving them and engaging them helps them feel like they are a part of the brand and represent it which leads to better functionality and output. This will then connect them to the brand.
- Align Accountability
It is important that you reward the right behaviours and hold the wrong ones accountable. For example, if your main focus or goal is customer satisfaction, the employees that tend to focus on that should be rewarded. And those who are complained about should be reprimanded. This way the accountability will make a sense of responsibility, hence leading to a much more connected employee.
- Make it easier
At times, there are a few hurdles and barriers that are stopping the employees from being truly connected to the brand and represent it in the way you would want. It is important that you remove those hurdles or you add items that will make it easier for them to follow your brand’s vision and mission. This will lead to better functionality and output as well as more brand authentic work too.