In the 21st century customers are wary (Training) of the products and services offered to them. Some are quisitive while others investigative. Through Internet, the way businesses communicate with its’ internal and external publics has been redefined. This is to mean, internal communications should be consistent, coherent and cognitive to ensure all facets of the business are in tandem while dispensing services to the customers. According to Amy Jo Martin founder and CEO of Digital Royalty,
“Social media is changing the way we communicate and the way we are perceived, both positively and negatively. Every time you post a photo, or update your status, you are contributing to your own digital footprint and personal brand”.
Brand training is important mainly for the following reasons;-
- Brand Training safeguards a Business Image
Training employees will enhance the competitive advantage of the business from mistakes that can easily anger a customer who then find it worth to vent out on social media for public opinion. As soon the message is shared portraying the business in bad light then social justice acts on the business reputation mercilessly. Starbucks, a coffee company in the USA was accused of racial discrimination when an employee raised an alarm because two black men waited longer in the restaurant. Similarly, Olive, a local restaurant in Nairobi was in the spotlight for denying a mother from breastfeeding her child yet she had placed an order that took long to be delivered.
Also see Starbucks reaction https://www.independent.co.uk/news/business/news/starbucks-closing-stores-may-racial-bias-education-black-men-arrested-a8309426.html
Both companies had failed to train their employees on the cognitive function that will enable them make informed decisions that are aligned with the companies’ culture, belief and values. There is alikelihood that any mother who heard the story will consider going elsewhere for their meals. Any black who wants to enjoy coffee will go to the competing restaurant. As soon as the social media storm dies, word of mouth takes over which becomes even worse prompts a rebrand or change of management.
- Brand Training Promotes Sales
Well trained employees reinforce the mission of the vision carrier. They tell a similar story in different ways to create interest and make sales. Some may simplify the message, others may spice it up and the rest say as it should be. That is different from each employee trying find words to describe the company, its’ product or services with a minute or less to convert a lead to sales.
Suppose the customer meets the founder, the story would be similar from what an employee at the bottom of the pyramid had in mind. Consistency is key in sales.
- Brand Training promotes ownership
Sometimes employees just perform their tasks for the reward tied to their service. But they rarely and passionately own the business. It could be lack of knowledge about the business! To change this perception, a culture of ownership is encouraged through a clear understanding of the business from the founders perspective on; why the business exists, it’s mission, vision, values and goals. In this way everybody moves together and constantly reminded of their mission. Remember,
A Brand is not a product, that’s for sure; it’s not one item. It’s an idea, it’s a theory, it’s a meaning, it’s how you carry yourself. It’s aspirational, it’s inspirational. Kevin Plank
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