Well, that's the way it is: your people are your brand. An advertiser says so. The data do not lie: Only 33% of consumers trust brands. Instead, a 90% of the same consumers trust on peer' recommendations (source: Nielsen).
If you have just a minute, In this video I make a summary (in Spanish):
The Mad Men era is over
Many ask me if the agencies were like this, as in Don Draper's fiction in Mad Men. Advertising agencies were very important at that time and until the end of the 80. The reason is that they were providers not only of creativity, but also of research, marketing (many companies didn't have that department then), strategic planning, media buying ... As you see, nothing to do with what they are now, basically creative and strategic "boutiques".
And now advertising is something our millennials skillfully avoid. They use AD blockers, don't watch conventional TV, few listen to the radio and basically consume the Internet without barriers. More info in the study SmartMe Analytics of IAB Spain.
That's right, the Mad Men era is over. Now agencies are looking for alternative formulas to traditional advertising, to that which interrupts what we want to see, read or hear.
People trust people. If it seems logical to you, why don't you apply it?
The Edelman Trust study our top trusted sources are people like us, business technical experts and academic experts. .
So, why do many companies insist on "drilling" us with old-fashioned advertising, with unlikely testimonials (I guess you don't think Rafa Nadal really drives a Kia), with unbearable messages inserted in YouTube videos, with long boring newsletters with corporate blogs that aren't signed and don't admit comments, with the same false corporate values devised by a great consultant, ...?
Is it so difficult to humanize our relationship with the market? The market, according to the Cluetrain Manifesto, is made up of human beings, not demographic sectors. And businesses are made up of people, not demographic sectors. It is crystal clear… The Pope is Catholic: Your people are your brand.
Empowering your people is vital, that should be the strength of a brand, of a company
There are many companies that are dedicated to creating applications for employees to share corporate content on their people networks. This is good business. But that's not about asking your people to share content. A good internal brand ambassadors program (employee advocacy programs) requires empowering (You do not know how I hate that word) the in-house professionals.
If a company asks me to share content created by someone without a name, why should I? What's in it for me?
Many entrepreneurs are afraid. "If I empower my people, they will take away my best professionals," they say. Of course. And if you don't empower them, they will stay with you forever. There's no choice, it's not just about getting employees to amplify the brand message. It's about giving them tools to understand the purpose and values, to make them their own, to manage their personal brand, to collaborate on the content each brand creates,… Do not forget: Your people are your brand.
Your people are your brand. It's your turn to move
In this game, In this game, if everyone doesn't win, no one wins. You can't ask without giving.
If you want to know more about how to successfully run a program of internal brand ambassadors, , invite you to subscribe to this blog and as a gift you get an ebook that explains it from top to bottom. Have a happy week..
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Cover Stock Photo from chattanongzen / Shutterstock
- Personal Brand Diagnostics 2: Internal Feedback D.I.S.C. - 21 February, 2020
- Edelman Trust 2020: Trust is built on ethics and competence - 15 February, 2020
- Personal Brand Diagnostics 1: External feedback - 9 February, 2020