In today’s world of social media and ecommerce, it can be easy to forget that just a couple of generations ago a brand was something many people literally gave their lives for. To ride for a brand was much like sailing under a nation’s flag. You were setting out to represent the brand and live under the values associated with it, as well as signing up for long and dangerous journeys to deliver on its promise.
While the path to success for a food brand is full of risk and adventure, these days food company team members are not being asked to ride out across dangerous terrain on horseback for their brand. We can all agree this is a good thing! But as a business owner, you want to be able to inspire that kind of loyalty and excitement in your team. In this episode, Katie lays out three simple ways to help take your team from simply clocking in and doing a job to “riding for the brand.”
Your first step is to have a clearly laid out brand strategy that you have documented and shared with the team. After all, it’s hard to get people to follow you if they don’t know where you’re going! Second, help your team take ownership by asking for their input. Lastly, and possibly most importantly, let them know how important they are! After all, you brought them on board because you can’t do this alone, so let them know how much they mean to you and that you are all in this together.
If you diligently work these steps, the energy you create with your team will be contagious, and through that you create consumers that want to be a part of this special thing you have developed through your brand.
In This Episode:
- How your team plays a critical role in building your brand
- The origin of the word “brand” and how it’s still relevant today
- Three steps to help your team “ride for the brand”
- Define, document, and share your brand strategy
- Ask for input from your team
- Let your team know how important they are
- Why you should include your team in both celebration and problem solving
Quotes:
“Your brand is what sets you apart at your core and how you use your unique superpowers to solve your consumer’s needs in a way that your competitors can’t, or won’t.” — @RealFoodBrands
“A brand is the sum of all the different touch points and interactions your consumers and other stakeholders have with you, your team, and your products.” — @RealFoodBrands
“Defining your brand strategy is like having a north star that points your team in the right direction on a day to day basis.” — @RealFoodBrands
“Let the people behind the scenes in your company know what a difference your brand is making to your customer’s lives.” — @RealFoodBrands
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