Insights > Organizational Management

Turn Employees into Brand Evangelists


Companies often place a great deal of emphasis on what the public thinks of their brand. Public brand perception is important, but it’s only a facade if you don’t have a healthy and thriving culture within.

A Gallup survey indicated that just 27% of employees at America’s biggest brands share their company’s values. That’s a pretty wide discrepancy and it’s often the result of a company overemphasizing public perception and ignoring internal communication needs.

Preaching to the choir: Is your team off-pitch?

Brands that last are built around consistency.  Part of this is communicating the same customer-focused message to your team members internally and gauging their reaction.

If your team hasn’t bought-in, it’s time to start focusing on why. You can gain team buy-in by investing time into an energetic pitch to rally the troops. Help them understand why a new product or promotion matters.

Your instinct might lead you to talk about numbers: “We can reach our goal if we push our sales just 10% higher this month!” Numbers matter, but engaged teams need to feel it in their heart and soul. You have to become an internal brand evangelist to move the need with employee engagement.

It really is all about the “why”.

Why should your team care about this new product? Place yourself in their shoes. Hit up HR for some employee interview records. What makes your team tick?

Once you know what they care about (Don’t be afraid to ask them!), you can fine-tune your pitch to convert clock-punchers into fired up brand evangelists.

For instance, if you are rolling out new pre-packaged healthy meal kits that will help parents save time at the end of a long day, share the “why” with your internal team: You’re helping children gain access to healthier, well-balanced meals that are farm fresh and taste great!

If you're rolling out a new pair of sneakers that is eco-friendly, but at a higher price point, share the importance of making that investment to protect our environment: You are protecting our planet, one step at a time.

And by the way, how you share the message is just as important as the message itself. It could be one-on-one with direct leadership, an engaging info flier or a video that inspires. It all depends on your audience, your message and the objective that you are hoping to achieve.

There is no one size fits all approach when it comes to growing a culture that thrives.

Don’t forget about “when”...

It’s important to note that your employees should be hearing any message you plan on pushing out publicly from you and your company first. Don’t pull an Elon Musk and share via Twitter before important news is shared internally with those who are most impacted.

If you are sharing the message with your employees after it goes public - whether it’s a new marketing campaign, brand message or product - it’s too little, too late. You will be playing a game of catch up in trying to reassure your teams of their value and their role in pushing the brand forward.

Clearly define the role you need your team members to play.

You’ve gained your team’s buy-in - now what? It’s time to bring it home. Channel their excitement and energy into the tasks that will move the needle.

Communicate to each member of your team why this new product, campaign or change is so important and exactly what they can do to champion your brand in the process.

Everyone has a role to play. When your team understands why their individual efforts matter, they’ll be more engaged and productive. And you’ll reap the benefits of improved brand engagement and loyalty from your customers.

We’d love to know how you’ve seen this play out at your company. Comment below with your thoughts!

Ryan Fratzke

Co-Founder & Head of Sales


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