A great brand ambassador sings the company’s praises, believes in the brand and genuinely enjoys being part of the team - even on a bad day.
That goes for leveraging areas you might not instantly think of when it comes to building positive brand image for your company. Like your credit and accounting departments. If your credit managers only visit your customers or call them when there is a problem, that is short sighted and leaving money in the form of extended goodwill on the table.
I can make or break a customer’s view of my company with my approach to the situation. Everyone on the credit team has to understand that while yes, we have a job to do, there is more than one way to frost a cupcake. That without sales, our department doesn’t have a job. Your approach and attitude towards the customer challenge sets your company apart from the rest of the herd.
To set up your potential ambassadors for success you have to invest in them. It is not something you can train someone to do, it is more of the company feeling, the approach to the role they play in the company, the latitude they are given, engagement and connection to the company’s philosophies and mission statement.
You have to invest time in your people to lead by example, involve them in the why and how decisions are made at your company. How the customer, both internal and external are viewed will enable people to support the company and defend when necessary. Is your company culture supportive of creating those ambassadors? Engaged and connected employees are committed, loyal advocates of the company’s brand.
Creating a brand ambassador from an employee is not like turning on a switch, it is cultivated by example, support, engagement and commitment of the company’s leaders.
Thea Dudley is an expert credit and collections officer, having spent 30 years in the construction field working for contractors and distributors. See her full bio here.
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