Your staff are a key part of the customer’s brand experience. Do your staff appreciate that fact? Do they uphold the positive aspects of your business’s brand values and promise?
This is not: Do they look smart… do they wear a clean uniform… do they swear in front of customers? It’s more to do with how they interact with customers and hoped-for customers. And if they don’t actually serve the customers, how do they serve the people who do?
And, though you can’t legislate for this, it’s worth thinking about how they talk about the business behind its back.
With friends, neighbours, family or mates down the pub, how do they respond when asked: How’s work? Do they launch into a diatribe of how crap the company is, the bosses are all b——ds, the staff are incompetent, the products are rubbish etc etc. Or do they believe and support the company’s core values and brand message?
If they don’t, it’ll be because there’s a disconnect between what the company says it is and what it actually is, which is a more serious failure than can be fixed by simply changing the logo!