Inspiring Your People

Creating a powerful brand is not just about marketing tactics or advertising strategies.

It’s also about fostering a culture where your employees become your most passionate brand advocates.

This can significantly amplify your brand’s reach and authenticity, as people trust recommendations from individuals they know more than any advertisement.

Here at Mock, the Agency, we want to guide you on practical steps to transform your workforce into effective brand advocates who love the brand and can’t help but promote it.

We’ll delve into specific strategies such as open communication, training programs, rewards and recognition, and how to leverage social media platforms.

By the end of this read, you’ll have a clear roadmap to cultivate an environment that inspires your employees to proudly represent and promote your company brand.

We’ll talk about the following aspects of brand advocacy:

• What makes you a brand advocate?
• How is brand advocacy useful?
• How employees can be brand advocates?
• how to increase employee advocacy
• brand advocacy examples
• What is the difference between brand advocate and brand ambassador?

First things first…

What is Brand Advocacy?

Brand advocacy is when satisfied customers or employees become active promoters of a brand or company, often through word of mouth.

It’s like having an army of cheerleaders praising and promoting your brand, creating a domino effect that attracts more customers.

What makes you a brand advocate?

Imagine a chessboard.

In the high-stakes game of business, your employees are not mere pawns but powerful knights, bishops, and rooks, each capable of making strategic moves that can change the course of the game.

A brand advocate, in essence, is an individual who supports and promotes a company or its products.

When we talk about employees as brand advocates, we are referring to those who champion your brand from within.

Why would they do this?

Because they believe in the company, its culture, and its offerings.

They become the voice of your brand, sharing positive experiences and promoting your business to their social networks, both online and offline.

So, how do you identify a potential brand advocate among your employees?

Here are some key characteristics:

Passionate: They have a deep connection with the brand, believe in its mission and values, and are enthusiastic about their work.

Engaged: They are actively involved in the company’s activities, participate in internal events, and consistently contribute towards achieving organizational goals.

Influential: They have a strong network, both inside and outside the organization. Their opinions and recommendations carry weight among their peers.

Communicative: They are vocal about their positive experiences and willingly share their insights about the company on various platforms, including social media.

Loyal: They display a long-term commitment to the organization and its success. They remain steadfast even during challenging times and are less likely to leave the company.

Remember, brand advocacy is not a title that is bestowed upon any employee.

It is a status they earn through their actions.

It is essential for companies to recognize and nurture these brand advocates, as they can significantly influence customer perception and drive brand growth.

In the grand scheme of things, your employees are not just pieces on a chessboard, but rather the hands that move them.

They have the power to shape the narrative of your brand, influence its trajectory, and ultimately, decide the outcome of the game.

So, invest in them, value their contributions, and watch as they transform into your most potent brand advocates.

We’ll talk more about how to encourage brand advocacy.

But first, let’s focus on why brand-advocacy can be such a game changer for companies.

How is brand advocacy useful?

Consider Julia, a passionate employee at a sustainable fashion startup.

As a brand advocate, she enthusiastically shares the company’s latest eco-friendly designs on her personal Instagram account, often featuring herself wearing the pieces.

She talks about the high-quality, sustainable materials used and the unique, ethically-sourced manufacturing process behind each piece in her posts.

She talks about these things because they are important to her and her friends.

Julia also makes it a point to wear the brand’s clothing to social events and gatherings, sparking conversations about the brand’s mission and values.

Additionally, she actively participates in online discussions related to sustainable fashion, always highlighting her company’s efforts and achievements in this area.

Her genuine passion for the brand’s mission coupled with her regular promotion of the brand helps attract potential customers and reinforces the brand’s credibility in the sustainable fashion market.

Everybody who knows Julia knows that she works for this business, and that she loves the company and what it represents.

Julie is a great example of a true brand advocate.

She believes in what her brand is doing.

Why is brand advocacy crucial?

Employee brand advocacy offers tangible benefits for businesses.

Increased Organic Reach

When employees share company-related content on their personal social media accounts, it increases the brand’s organic reach.

Employees often have networks that do not overlap with the company’s existing audience, providing an opportunity to tap into new demographics.

Authenticity and Trust

People tend to trust personal recommendations over corporate advertisements.

When employees share positive experiences or insights about their workplace, it comes across as more genuine and authentic, enhancing the brand’s credibility.

Improved Recruitment

Prospective employees often research a company’s culture and values before deciding to apply.

Seeing positive posts from current employees can create an attractive image of the company and help attract top talent.

Boosted Sales

Employees can also influence sales directly.

A recommendation from an employee can encourage their network to try a product or service, potentially leading to increased sales.

Enriched Company Culture

Encouraging employees to become brand advocates can foster a sense of pride and community within the company, contributing to a positive work environment and higher employee retention rates.

How do we increase employee advocacy?

Picture this: It’s a brisk, Monday morning, and you’ve just stepped into your favorite coffee shop.

The aroma of freshly brewed coffee wafts over you, a comforting blanket of warmth, promising a much-needed energy boost.

As you wait for your order, the barista, with a friendly smile and sparkling eyes, talks passionately about their new blend — how the beans are ethically sourced, the rich flavors it offers, and the unique brewing process.

You’re not just sold on the coffee; you’re sold on the experience, the story, the brand.

That’s the power of a brand advocate.

Now imagine if every employee in your organization could be that barista – enthusiastic, knowledgeable, and passionate about your brand.

This is not just a dream, but a tangible reality that can be achieved with the right approach.

Here are some practical steps toward encouraging your employees to be brand advocates.

Step 1: Foster a Strong Company Culture

A strong company culture is the bedrock of employee advocacy.

It’s the soil from which passion and loyalty grow.

Invest time and resources in creating an environment that values transparency, inclusivity, and respect.

When employees feel valued, they naturally want to share their positive experiences with others.

So, create opportunities for team building, recognize and reward hard work, and encourage open communication.

Step 2: Educate Your Employees

Knowledge is power.

In this case, it’s the power to effectively represent your brand.

Provide comprehensive training sessions that delve into your brand’s mission, values, products, and services.

Let your employees know the journey of your brand.

Many people don’t know the brand story of their company. You’re more likely to be friends with someone who’s life you know about.

In the same way, employees are more likely to advocate for a brand who’s journey they have been trusted with.

When they understand the narrative, they can share it enthusiastically and authentically with others.

Step 3: Equip them with the Right Tools

Imagine sending your soldiers into battle without weapons.

That would be disastrous, wouldn’t it?

Similarly, to enable your employees to become brand advocates, provide them with the right tools.

This could include social media guidelines, templates for sharing company news, or even regular updates about your organization’s achievements.

Make it as easy as possible for them to share your brand’s message.

Step 4: Encourage Participation

The journey from employee to brand advocate is not a forced march, but a voluntary trek.

Encourage participation by creating a space where employees feel comfortable sharing their thoughts and ideas.

Whether it’s through social media contests or internal newsletters, find ways to make brand advocacy fun and rewarding.

Remember, the goal is not just to have employees who talk about your brand, but employees who LOVE to talk about your brand.

Step 5: Show Gratitude

Lastly, but most importantly, thank your employees for their advocacy.

Show them that their efforts are appreciated and recognized.

This could be in the form of shout-outs in company meetings, rewards, or simply a heartfelt thank you note.

Remember, a little gratitude goes a long way in fostering a sense of belonging and loyalty.

At the End of the Day

Transforming your employees into brand advocates is not an overnight process.

It’s a journey, much like climbing a mountain. It requires preparation, effort, and a lot of encouragement. But once you reach the top, the view is incredible.

Having your employees participate in sharing your brand’s story will influence so many people that may otherwise not hear about your brand.