Logos. Colours. Campaigns. Social media. Billboards. Adverts. Brand guidelines.

🇬🇭 Here's What Happened

Just last week, I had the opportunity to facilitate a workshop for a banking institution on the importance of corporate branding. During the session, I made a point that I believe many organisations need to take more seriously.

I told them that their corporate branding training should not end with management, marketers or communication teams.

The front desk attendants need to be there. The security personnel need to be there. Customer service officers, drivers, receptionists and other frontline employees need to understand the brand too.

📌 Key Details

Because customers don’t experience your brand through your PowerPoint presentation. They experience it through your people.

You see an impressive advert from a bank. Everything looks sophisticated. The messaging is convincing. The visuals are beautiful. You decide to visit the branch.

You eventually get to the customer service desk and the person attending to you is impatient and dismissive.

What happens to all the beautiful branding you saw in the advert?

That is why I strongly believe that employees are among an organisation’s most powerful brand ambassadors.

The security officer can influence your perception of the organisation.

📰 Source: Joy Online Ghana