Company image is extremely important and whether you are a small business or a fortune 500 company this is something that should be a daily priority. Many companies think that image and branding is the job of marketing and/or public relations and this could not be further from the truth. Branding and image is the job of everyone who works at the company, from the CEO all the way down to the janitor, and you may laugh when I say that, but I’m not joking. Every employee must live the image, yes that’s right live the image; you can’t sell it if you are not living it as a whole, meaning that everyone that works for you must share in the vision.
How many times have you heard a company have a slogan that claimed that you as the customer were their number one priority or something similar to this but when you called their customer service you got anything but customer service by dealing with an agent that was not very helpful, didn’t really seem to care what your problem was, wasn’t friendly, etc. This person obviously did not share in the company vision and this is a fundamental issue with a lot of companies, they have employees that are showing up just to collect a check, nothing more. This is a cancer that will eat away at a company; the employees need to share in the vision, so how does one go about something like that you ask? I have found that the best way to do this is by engaging the employees in the vision; don’t make the vision something they have to follow, make it something they believe in, and the best way to do this is to make them part of the vision. Get their input, let them know that they are important and that their input counts, you have to make them want it, you have to create a culture within your company where people like coming to work, enjoy their job, and feel like they are contributing to something worthwhile and that their input, their work, counts for something greater. Multiple research over the years has shown that the most important thing to employees is recognition, people want to be recognized for what they do and they want to be appreciated. This is the first step in creating a culture of engagement on the road to getting your employees to live the vision.