I’ve dealt with many companies that carry on business not realizing they have a serious disconnect between what management thinks the brand stands for and what their employees think. This can have a major impact on sales.
One easy way to gauge how bad (or good) the situation is, involves asking several employees at every level within the company to describe what they think the company positioning is and what the brand stands for in three sentences or less (their elevator pitch). In many cases, each employee will give a different answer and most likely spew off every feature that your products or services offer. Hopefully your sales team is, at the very least, saying the same thing.
Why such varied answers within the company?
It could be that employees are too close to their own area within the business to see the big picture but, in my experience, the main reason is that nobody has explained the company’s brand to them.
New hires often don’t get briefed on the company positioning and what the brand stands for. They get an employee handbook that outlines health insurance, stock options, etc. but it very rarely talks about the history and vision of the company, how the company wants to position itself and what the brand means to its customers.
Explaining how the company wants the brand to be positioned and how an employee’s efforts fit into the brand experience can help them transform from a brand assassin to a brand ambassador, reducing the disconnect that may be happening…and hopefully increase sales.