Your employees are your best brand advocates, hands down. Startups need to create a unified approach to win over clients and prospects, and spark an enthusiasm in employees that becomes infectious from within. By achieving this, a vibrant brand identity will be naturally communicated by those that are bought into the project. This is easier said than done, and there are some key steps you will need to take before this ambition becomes a reality.
This article explores some tried-and-tested methods of building advocacy within your team, to help others become equally as passionate about a startup’s values and purpose. We look at ways in which to foster the living and breathing of brand values, with a view to showcasing your startup from its very heart.
Spread enthusiasm daily
As entrepreneur Sir Tom Hunter once said: “You set the tone of your business. We need positivity. Are you a drain or a radiator?” It sounds simple, but physically being seen, and coming across as being enthusiastic, motivated and passionate every day will encourage the people around you to do the same.
Of course, this isn’t always easy – so simply make it your mission to set a good work ethic every day, as best you can.
Whether that’s praising another team member for work well done, saying a cheery good morning as you walk into the office, or leading by example when it comes to dealing with clients, even the smallest things you can do to encourage a positive atmosphere will see others leading by your example.
Equip your employees
There are so many ways, physical and informational, that you can equip your employees to become brand advocates.
First of all, the physical. When employees are equipped with the right tools and skills to carry out their job efficiently – and in a way that encourages positivity – they’re more likely to be happier in their jobs. Happier people means an easier pathway to true brand advocacy.
Make sure they have all the tools they need to do their job. It sounds basic, but if your business is structured around a product or service, make sure they have free or discounted access to this and ensure they know how to use it.
There isn’t much point in an salesperson boasting the merits of a service they have no idea how to use, or don’t use themselves; and it’s sure-fire way to win your team over to being lifetime customers too, should they move on. Just listen to any podcast, and you’ll experience this first-hand . The pervading ad strategy is to find podcasters that use and love their sponsor’s products. This resonates as true advocacy, which the listener recognizes in the host’s voice!
You must also equip your team with knowledge about brand values. You can’t fully get behind something you don’t believe in, so this is an extremely important element of what you will do, and startups should instill this belief from the outset. Having a ‘higher purpose’ doesn’t have to be complicated. Whether you are a disruptive startup, a small business in a local environment or a high-tech company providing a bespoke service, there will always be a story and a mission.
Convey this to employees through training sessions, messaging and direct experiences, and once they’re on-board with goals, ambitions,…