01 Aug Creating Brand Ambassadors For Your Organisation
Encouraging CEOs and Senior Managers to Become More Publicly Visible
In reality, everyone is a brand ambassador for your organisation, from the receptionist to the CEO to your IT boffins, but what we are talking about here is hand-picking people who are encouraged and nurtured to take more of the spotlight and become more publicly visible, whether that’s to customers, suppliers, the press or the general public on social media. It could be a CEO who needs to be seen on social media to build credibility with younger customers and members of staff, or an expert that you currently have in your organisation who could potentially build a great profile and bring more credibility to the business. Or it could just be that you need a spokesperson; someone to face the public.
Choosing the right people
Sometimes, as in the case of the CEO or expert, you will already know who to work with on reputation building. At other times, you may have a few people to choose from. Why not choose them all? If you can, that’s great, as the more credible brand ambassadors you have for your organisation, the better it will be. If you need to choose one person, such as a spokesperson, however, look at people who are eager to learn, have a genuine want to find out more about social media, and don’t disappear if someone gets a camera out. Someone who can think on their feet is always useful, as is a team member who is already adept at communication.
How does the organisation benefit?
Your brand ambassador’s respected professional reputation can only reflect well on the organisation and in turn attract more skilled and talented professionals to the company. It will build credibility in the eyes of the public, and this type of learning and development for staff will enrich a whole range of skills and competencies, not to mention confidence.
Here we start to build a profile by taking action. This will be different for everyone. In some cases it can be stepping up the social media to forge a reputation as a thought leader or connector.
In others it might be translating experience into articles for professional publications or even landing a column on an industry related website. Others may thrive on personal interaction and making connections, and may offer their skills to a charity, or even working their way into leadership in that charity, satisfying, stimulating and rewarding.
Taking time to think and plan through what and how you would like your professional reputation to look like, and considering who you can make that happen, can be incredibly empowering.
And an organisation that nurtures and helps create these public respected figures is very subtly promoting itself through them, and has to be one of the most effective forms of PR an organisation can undertake, as well as being a pure Win Win situation for everyone.
You can find out more about building brand ambassadors via my Red Programme