STILL ON YOUR PEOPLE & THE BRAND
I told you that this issue of your employees understanding and connecting with your brand is serious. The absence of this understanding is what is ruining many businesses. So, my Brand Waka took me to an eatery. You know I normally don’t mention brand names, but I will do so here because I am hoping this will get to the management and something will be done to prevent future occurrences.
A friend was visiting Lagos from Port Harcourt and we decided to meet over lunch at Tastee Fried Chicken. Getting there, the place was stuffy which was strange! We soon found out the Air conditioners weren’t on. So I saw a staff wearing the TFC branded T-shirt and asked why the ACs weren’t on. Dismissively, he told me their water wasn’t running (wondering what the connection was between the ACs and water)
I and my friend kept contemplating if we should stay because the place was stuffy and not well lit. Anyway, we went to the cashier and tried placing our order. My friend asked the lady who was to serve us why the drinks and salad weren’t chilled. From the look on her face, it was obvious we were disturbing her. So she looked at my friend and says “Our generator is not working. Next!”
Really? We thought we were dreaming. She was done with us and calling the next customer. We had had enough, so we walked down to another eatery down the road and bought what we wanted.
Now, while I agree that the power situation in Nigeria can be so daunting, they could have been nicer in how they responded to concerned customers who raised eyebrows at the situation on that day.
This got me thinking about employee brand engagement. These two employees just didn’t get it. They know the business- fast food, but they lack an understanding of the brand, it’s the essence and promise to do customers right. The lady serving customers might be good at it. The people cooking might be excellent at it, but how do they help express the brand. How do they help me experience the brand? How is their attitude towards customers helping to shape perceptions about the brand?
- Like I always say, don’t just tell your staff what the organization does, let them know what the brand of the organization is. Educate them about the brand, its essence, it’s promises etc.
- Let employees see the connection between their ability to connect with and appropriately express the brand and the overall success of the organization and their own success as employees. If the brand is doing well, they get paid well and everybody is happy.
- Each time employees poorly express the brand because they don’t really understand it, you lose money to competitors who are like the willing mistress.
- Train your employees on how to respond to customers’ complaints and questions in crisis situations. While I agree that they had issues with the generator, the two people we asked could have answered us better rather than make it look like we were pests.
If you think your employees are ruining the business because they don’t understand the brand, you don’t need to keep up with it. Let’s help you out. For a no-fee attached initial session, please email: email@example.com or WhatsApp: 07089203076.
My People I Waka well?
Please let me hear from you.