This is a question I receive regularly. Training your staff about your brand, as the employer, is not an overnight event nor is it just about you.
Branding a business first requires personally branding the employer and the employees. The employees need to establish their own unique personal brands in order to be able to fully integrate into the business brand and apply their personal brand to their duties and job responsibilities. The business needs to be an ongoing reflection of you and your employees. Otherwise, how will employees feel any sense of loyalty and inclusion into your business? Employees’ personalities and interests must be infused into the business.
Training then involves regular staff meetings and events whereby: a) the business brand promise is explained/discussed and b) the relevant lines are drawn back to the staff and how they contribute and are reflected in the business.
For instance, there should be community service activities performed by the business. Each activity should be based on a staff member’s connection to that service organization as well as how the service organization fits within the mission and vision of your business. In this way, the employees feel a connection and a sense of ownership in your business. They will also be motivated to do good for others because they have a personal connection to the cause.
