Ginny Baldridgeemployee must represent the company t o the highest level and
contribute to its accomplishments.
Southwest Airlines is a good example of this s trategy. At a time
when many airlines were folding, the employees were all given a
monetary share in the airline. Each employee shared the responsibility
of improving their company’s succes s. Since that time, they’ve become
wildly s uccessful, earning profits while their competition continues to
upset their customers with higher charges for luggage, tickets, food,
and poor customer service. The employees of Southwest display higher
self-esteem thro ugh programs that reward them for their quality
behavior. Employees are working harder and more efficiently and
effectively. I have to say I prefer to fly on Southwest when the flight is
av ailable to my destination because the staff is fun, relaxed, and
provide great customer service.
When a business value proposition is clear to your potential clients,
your employees reflect your company culture, and you offer quality
servic es and products, you have the ingredients for a highly successful
business. You and your employees are both the product and the
package. A captivating and compelling bran d enhances your
marketability, your market positi on, and your market saturation,
affecting your ability to attract and retain clients who won’t hesitate to
invest in your products and services that enhance their lives.
WRIGHT
When you are talking about extending your brand to all company
representatives, how do you get the employees on board and where do
you start?
BALDRIDGE
Your employees must communicate your brand in every interaction
with clients and partners outside of the company. Encourage
employees to see every communication as an opportunity to assert
br and image and drive brand loyalty. Companies that live and breathe
the brand promise, put training and development programs in place,
along with performance management systems to promote “good brand