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How can you use your brand to increase employee engagement?

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Employee engagement is the degree to which your employees feel connected, committed, and motivated to perform their best work. It can have a significant impact on your business outcomes, such as productivity, retention, customer satisfaction, and innovation. But how can you use your brand to increase employee engagement? In this article, you will learn how to align your brand values, vision, and voice with your employee experience, communicate your brand story internally, and empower your employees to be brand ambassadors.

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1 Align your brand values, vision, and voice

Your brand is not only what you say to your customers, but also what you do for your employees. Your brand values, vision, and voice should be reflected in your culture, policies, and practices. For example, if your brand values creativity, you should foster a culture of innovation, provide opportunities for learning and development, and reward original ideas. If your brand vision is to make a positive difference in the world, you should involve your employees in social and environmental initiatives, and share the impact of your work. If your brand voice is friendly and humorous, you should encourage a fun and relaxed atmosphere, and use informal and engaging communication channels. By aligning your brand values, vision, and voice with your employee experience, you can create a sense of purpose, identity, and belonging for your employees.

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Manivannan Shanmugaraj

On a Mission to Be 1% Better Every Day | Branding, Marketing & Business Development Specialist | Enabling Freelancers & Startups | Marketing Associate at Thinkinnov Solution Technologies Pvt Ltd
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Aligning brand values, vision, and voice with the employee experience means ensuring that what's communicated to customers externally is authentically mirrored within the company's culture, policies, and practices. This alignment creates a cohesive identity, fosters a sense of purpose among employees, and strengthens the overall brand reputation.

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2 Communicate your brand story internally

Your brand story is the narrative that explains who you are, what you do, why you do it, and how you do it differently. It is the essence of your brand identity, and it can inspire and influence your employees. However, many employees are not aware of or engaged with their brand story. To communicate your brand story internally, you should use multiple and consistent touchpoints, such as orientation, training, meetings, newsletters, intranet, social media, and events. You should also use storytelling techniques, such as anecdotes, metaphors, emotions, and visuals, to make your brand story memorable and relatable. By communicating your brand story internally, you can build trust, loyalty, and pride among your employees.

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S.Huei F.

?? Multilingual Chartered Marketer in Tech | ?? Scaling Regional Growth with Agile Innovation | ?? Next-Gen AI & Low Code/No Code SaaS Integration | ???? Cutting-Edge Marketing Insights & Tech Trends |
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During my time marketing a startup, I noticed most employees were disconnected from our brand's core identity. To address this, we implemented an innovative "Brand Ambassador Program." Employees were given in-depth sessions on crucial brand elements, helping transform each team member into an engaged, knowledgeable brand storyteller. This approach not only created a positive internal culture but also resulted in organic promotion and brand storytelling outside the company, driving additional value and impact.

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3 Empower your employees to be brand ambassadors

Your employees are your most valuable and credible brand assets. They can represent your brand to your customers, partners, and prospects, and influence their perceptions and decisions. To empower your employees to be brand ambassadors, you should provide them with the tools, resources, and incentives they need. For example, you should equip them with the knowledge and skills to communicate your brand message effectively, provide them with the platforms and channels to share their opinions and experiences, and reward them with recognition and feedback. You should also encourage them to co-create and collaborate with your brand, such as by soliciting their ideas, input, and feedback, involving them in brand initiatives, and showcasing their work and achievements. By empowering your employees to be brand ambassadors, you can increase their engagement, advocacy, and satisfaction.

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Suzanne Olson, CCXP, CPXP

Founder @BrilliantWorkplaces | Fractional CMO/CXO | Retail & CPG | Creating high performance marketing and operations teams Consultant | Speaker | Boy mom
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When someone changes jobs, everyone asks "where are you working now" and then "how do you like it". Onboarding is an awesome place to get team members to understand and speak to the mission, vision and values of the organization, and provide them with the talking points to answer the question in a consistent way.

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Nikhil Kumar Aggarwal

Program Manager@Blinkit || Startups || IIT Roorkee
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If your employees are not brand ambassadors of your products, no one will. Work on your products to understand what stops your employees from loving them if they are the target audience if not then make them fall in love with the values, people appreciate honesty and ethics. Communicating them to your employees and more than that adapting them in the work culture will give them a sense of attachment with the product. You can help them understand the products impact by in person interaction with the users or covering user stories. All this can lead to Employees becoming brand ambassadors of the product.

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4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Manivannan Shanmugaraj

On a Mission to Be 1% Better Every Day | Branding, Marketing & Business Development Specialist | Enabling Freelancers & Startups | Marketing Associate at Thinkinnov Solution Technologies Pvt Ltd
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Use your brand to increase employee engagement by aligning company values with employee goals, fostering a positive work culture, providing opportunities for professional growth, recognizing and rewarding achievements, and encouraging open communication and involvement in brand development

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How can you use your brand to increase employee engagement?

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2

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4

1 Align your brand values, vision, and voice

2 Communicate your brand story internally

3 Empower your employees to be brand ambassadors

4 Here’s what else to consider

Marketing

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How can you use your brand to increase employee engagement?

1

2

3

4

1 Align your brand values, vision, and voice

2 Communicate your brand story internally

3 Empower your employees to be brand ambassadors

4 Here’s what else to consider

Marketing

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