Many people think that the chief executive officer, board of directors and marketing managers are the brand champions of their organization. Those who fill these roles should arguably be the biggest advocates of any organization, and often are, but not always. Sometimes they are either too close to any situation or too far away that their ability to champion their brand is inhibited.
By engaging all stakeholder groups in the brand development process allows an organization to discover brand champions. Often times the most passionate ambassadors of a brand are employees and customers that no one knows exist. Interviews, focus groups, ideation sessions, surveys and other mechanisms that give stakeholders a voice determines who the real champions are.
Once you find your champions be sure that you recognize and reward them. Whether that be a loyalty program, pay raise or simple hand-shake, do not be afraid to say thanks for championing my brand. Engaging stakeholders helps recruit your brand champions and rewarding them helps retain your brand champions!
Beyond simply 'thanking' your internal brand champions, equip them with tools and opportunities to actively SHARE their passion for the company and the brand (e.g., involve them in employee-of-the-month nomination and selection process; provide a business improvement suggestion box; enable them to serve as mentor or new-employee buddy; invite them to lunch with CEO; etc). Brand champions can serve as the organization's allies in times of change -- trusted by their peers and managers alike -- so nurture them with care.
Posted by: Thespotatglue.blogspot.com | June 28, 2010 at 06:52 PM
Thanks for weighing in!
Posted by: Rex Whisman | June 28, 2010 at 06:57 PM