How to create brand touchpoints that engage your employees as well!
Your brand touchpoints are engaging your customers but not your employees. Here’s how to engage them!
When we talk about brand touchpoints (an encounter designed to invoke positive feelings around the brand), we usually focus on the contact point between the customer and the brand. After all, higher touchpoints lead to a higher level of customer satisfaction. But if we consider what brands are—any feature that identifies a seller’s good or service as distinct from those of other sellers—we can conclude that brands aren’t just for customers but for employees too. In fact, it’s for all the stakeholders.
Imagine yourself as an employee of your company, and you don’t connect or understand its brand. Your productivity will be, sure enough, low.
If you think about it, statistically, the ones in daily contact with your brand are the employees. Using these moments to reinforce your brand could be a powerful way to make your business stronger. Your employees are responsible for actively representing and advocating for your brand. They being unengaged will lead to your customers being unengaged too.
This is how to create brand touchpoints that engage your employees as well!
- Behind the scenes of your brand
Authentic and familiar images are more successful than stock images, repetitive messaging and buzzwords. It was found that people aren’t engaged with the brand when they aren’t able to see who they are talking to.
Let’s take the example of TikTok. The reason for its massive success is that the audience wants to see real-time content made by people in their own homes, not professional-quality videos with glossy editing. The raw and genuine behind-the-scenes information created by engaging the employees helps everyone feel closer to the brand.
- Invite people to experience your brand first-hand.
Having events for people to experience your brand first-hand has two advantages; first, it is a great brand touchpoint for your customers, and second, it gives the team members the chance to get on the same wavelength, and connect with brand values and strategies and feel a sense of ownership. It gives your employees a chance to identify why you’re creating the event and what your strategic objectives are, thereby increasing engagement.
It could be a digital event, an in-person event, or a hybrid event. According to your needs, events can be used to build trust, familiarity, and brand recognition.
- Turn setbacks into chances to improve stakeholders’ lives.
In life and business, something is bound to fail. Similarly, while executing brand touchpoints, you might miss the target and things might not go according to plan. Don’t worry! It’s not the end of your business. Failure is only permanent if you don’t try again.
It can be tricky, but by having two-way communication, you can gather information from customers and employees, and have a chance to change things. It can be depressing to know your employees or customers have different expectations from what your brand is providing. Nonetheless, think of it as an opportunity to rework and redesign your brand touchpoints, moving closer to your goal each time until all stakeholders are happy.
Brand touchpoints can engage employees, customers, and other company stakeholders, leading to more engaged company ambassadors. You’ll strengthen your brand, build trust, and improve resiliency.
