Brand Engagement - Is it the wrong way round?

I hear companies saying that they want to treat their employees like their customers...mmmm.....I love the fact they are thinking about employee engagement, I love the fact that leaders are recognising the importance of employee engagement....but what I find is that true brand engagement comes when

Companies treat their customers like their employees.

I know this is a subtle difference but brand engagement starts from within. Selling the brand story inside the company is the foundation of successful brands. When you are wanting to show your customers the same dignity, the same respect, the same transparency as your employees then you have a framework for brand success.

When I find that companies don't like this concept is when they are not confident in the way they are engaging their employees i.e their customers wouldn't accept that level of service !When that happens it is very difficult to build a brand that delivers on its promises.

 Think of all the great brands, there is no delineation between employees and customers.

Comments

[Uğur Özmen]

Mainly in emerging countries, I can not see any brand which is respectful and transparent to their employees. Including the multi-nationals who are respectful and transparent in their own countries...

Then, the customers... Don't wait much for them

[John]

I knowsome companies who treat their customers with almost contempt, so I would hat to think how they would treat their employees.

Here are some tips that might be useful for employers.

http://jobs2ireland.com/jobs2ireland-blog/tips-from-bob-parsons-godaddycom-great-motivational-material/

[James Young]

An interesting article and one which has merits. However, consider the concept of permaculture in an agricultural setting - more and more the feeling there is that rather than concentrate on growing food, you should concentrate on creating great soil. Applying this analogy to your brand perspective, rather than worrying about the customer you would focus on creating a great team. Difficult to grasp in the commercial environment, but i find it interesting that in the UK at least, some of the top performing companies are those that are either owned by their staff (eg John Lewis) or dedicate a significant proportion of their time to motivating them (Richer Sounds)

[Alex Hens]

Am happy to be called a a deluded fool - but I see a time when Engagement, both internal (Employer Brand) & external (Product Brand), is realised to be so much of a key differentiator that it's treated as a strategic driver of business success. In which case treating people right would also hold with your thoughts on the need for businesses to facilitate a new social bond - because whilst it's not short term quick gains, doing right by people (employees & customers) is surely the only way to win the long game - isn't it?

Had some thoughts about it you can find here:

http://www.3dmarcomms.com/blog/2009/01/the-future-for-employer-branding-maybe/

Would be very interested in your thoughts.

[Monika Gera]

I agree, greatest brands have been built by relating to all (employees, customers, suppliers) in a consistent way. I will take it further and say that this consistent relationship has to extend to everyone in the value chain and society as a whole.

[Anna]

Monika - great point and a true omission on my part. Seamless engagement across the value chain is key. Thank you