A new brand identity that underscores our approach to B2B marketing — always customized, never templated
Read the Case Study
In every company, there is inevitably a marketing team handling everything from brainstorming standard practices to determining how the brand should be represented to the public and press. No easy task, I'm sure. But what most employees don't realize is that while these busy marketers are charged with establishing their company's brand standards, it's the employees' responsibility to see those standards through. Though you may not know it, your company may be looking to you to serve as a brand ambassador.
So what does that mean, exactly? The good news is no one is expecting you to hit the streets dressed as your company mascot. What is expected, however, is that you'll take any opportunity you see to represent your brand well and keep it relevant in your industry. That sounds pretty broad, though, so here are some low-maintenance solutions for working as an impromptu brand ambassador.
At this point, social media is a cliché when it comes to business strategy. Every company on the planet wants to leverage the Twitters and Facebooks of the world to boost their brand with some social media fairy dust. But at the end of the day, the key to successfully leveraging social media to boost a brand isn't about targeted planning, million-dollar strategies, or figuring out some secret insiders' trick; it's about whoever has the loudest voice. In traditional media, that means ad buys. In social media, that means brand ambassadors regularly engaging your audience. So what can you do as a brand ambassador? Name drop on a relevant Twitter conversation, help add some life to your company's Facebook page, get involved in some LinkedIn groups, comment on blogs, etc. Every reference you make to your company, something your company has published, produced, etc., or your industry as seen through your company's eyes is one more drop in the ever-filling bucket.
Connect the Dots
Chances are, your business serves a lot of different industries. At the very least, it probably serves more than just one. So talking about only one part of your offerings to clients (both existing and potential), friends, family, and the faceless public is like summarizing a movie by only covering the first 20 minutes. Whenever discussing your business to those who are interested, try to put into words how the different aspects of your business fit together. Not only will you be helping to tell your company's entire story, but you could be helping sell offerings your audience hadn't even thought of before.
Pass the Bullhorn
Inevitably, different people in your organization will have different skills, insights, and specialties to lend to your branding. So why not leverage them? Your marketing team can hardly be expected to do all the work. Adding multiple voices to your brand's identity helps not only provide a well-roundedness to your brand's voice but increases the effectiveness of your messaging as well. The easiest way to add voices to your company is through collaborative methods like corporate blogging (as evidenced by the very blog you're reading), co-Tweeting, and other forms of collaborative messaging. If you ever find yourself drowning in analytics, projections, plans of attack, or the other methods companies are employing to smartly maneuver the social generation, remember this key takeaway: more (generally) = better.
Hopefully all of these recommendations were not only helpful, but low-maintenance enough to spur even the lowliest of employees to action. Of course, there's no way I covered all of the methods employees can get involved as a brand ambassador, so if you feel I've missed a critical point, let's hear about it in the comments!