Sometimes, the best way to learn what to do is by observing what not to do. Case in point:
United Airlines overbooked a flight. Offered passengers $800 travel vouchers to get off the plane and take another flight. Not enough people took the bait, so a passenger was forcibly removed from the plane. The video exploded on social media. United Continental Holdings (UAL) market value dropped $250 million in the next day’s trading.
This incident goes to show how one false step can cause major headaches for a brand. And while your company may not have the brand name recognition of United Airlines, there’s something to be learned from their situation.
3 ways employees can help protect your brand story
- Share your brand story with employees
Make sure employees understand that your brand story is more than just the products and services you sell. It encompasses everything customers believe and feel about your business. Take advantage of company gatherings to share your brand story with employees. Make sure they understand your organization’s overall purpose, and what this means to the people you serve.
- Task employees with sharing your brand story
Employees are your brand ambassadors. They can promote (or devalue) your brand by how they interact with people and what they say on social media. So, it’s important employees understand their vital role in communicating your brand story. Give them examples (such as the United Airline story) of how their actions can impact your brand … for better or worse.
- Empower employees to use common sense
Your company has policies and procedures, and employees are expected to abide by those rules. Yet, it’s important to empower supervisors and frontline employees to use common sense.
Getting employees on board after a merger
Companies often spend considerable time educating their target audiences after a merger—but perhaps not so much time educating employees. Even though employees have new business cards or wear new uniforms, they don’t necessarily understand or embrace the merged company’s brand story.
United Airlines has struggled with its image ever since it merged with Continental Airlines in 2010. Perhaps the most recent incident is just one example of employees not knowing what United’s brand story is … or how to communicate it.
VistaComm has 20+ years experience helping agriculture businesses and farm cooperatives develop and share their brand stores. Contact us for ideas to help your business.