Building Brand Champions

Lately, I’ve been on the hunt, not for deer or duck as most of the men I know are doing right now. I’ve been on the hunt for brand champions. Not for shooting by arrow or bullet, but for finding out what makes them tick. What makes them such great brand ambassadors? There is no limited season for that. Brand champions can be found and cultivated 365 days a year.

There are moments each day for every business where employees can make or break how a customer will feel about that business. Creating brand champions is about leveraging employees to make those connections positive each and every time.

I recently had the pleasure of sitting down with most of our human resources directors to talk about the great employees we have, how we can get them excited about working for us, and how we can help them continue the conversation with potential guests and new hires within their own social networks – whether online or offline.

We have several employees we already know of as “engaged”. The volume of nominations for our recent Superstar project was incredible. It really was tough culling it down to the six or seven per property, and we’ve gotten many requests for doing it again. And the number of day 1 employees always blows me away.

We’re borrowing ideas from some companies who have such great brand champions that I am constantly in awe of them – Zappos, Southwest Airlines, American Eagle, Apple, Starbucks, Jet Blue…luckily the list is long. There are a number of things that we (and you) can do. They take time and or resources, but the only real dependency is the priority you put on your employees being an extension of your brand…scratch that…being the extension of your brand that you ultimately want.

I’d love it if you would take a look at the conversation we had in that meeting and if you shared what you are doing to create brand champions.

As always, a big thank you to our agency, The Media & Marketing Group.

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Building Brand Champions

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