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The Role Of Employee Satisfaction In Building A Strong Brand

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The Role Of Employee Satisfaction In Building A Strong Brand

The general notion that we observe in terms of branding is very simple. It can be stated as “Build a good brand, and others will surely buy it.” Unfortunately, many entrepreneurs are following this simple statement for their company to possess a good image and brand among the public. Even if it did, it would last for a concise time. If so, where do we lack? What should we do? How do we build our company’s brand? Etc. are some of the questions that may pop up. That is what we will be discussing in the next few minutes. Read on to identify one of the best aspects of transforming your brand into one of the best.

Employees In Branding – Is It True?

In the year 1937, it was Ronald Coase who recommended the fundamental reasoning of a company in his seminar paper. It was then that the significance of building and sustaining the relationships was illustrated as the bottom line element of the firm. He states that – “A firm, therefore, dwells on the scheme of relationships which comes into presence when the direction of resources is reliant on an entrepreneur.”

You may wonder what this got to do with our topic. Well, if the firmness of brand experience is what is looked for, in that case, the above definition proposes the need for a more fair and balanced focal point of nurturing as well as serving the internal and external relationships.

Whenever we talk about branding, it’s more about people than the product. Because people build the brands as well as they are the ones who buy the brands. The relationship is sure to seem to be a simple one at first glance. But at the core of this relationship is a significant category of people called “the employees.” And thus, it is clear that a fundamental role is played by the employees in branding.

Employee Satisfaction Leads To A Stronger Brand Building – How?

Firstly, it is the employees who represent the peculiarity of the brands and create a desire among the customers for a particular product or service. Even under the general circumstances, it is observed that the employees emphasize the promises of the company’s brand to prospective clients. When this strategy is carefully carried out in an organization, it is sure to breed more success.

However, the willingness of the employees to reach out to the customers and reinforce the brand depends on the satisfaction that the employees receive in the organization. The company can ensure workforce satisfaction in the form of taking care of their well-being, coming up with the best payroll management solution, flexible timings, appreciation and recognition for their achievement, etc. Unless the employees are engaged and satisfied, it is challenging to exhibit willingness in the assigned tasks as well as satisfy the customers.

And obviously, for a brand to be recognized among the public, customer satisfaction matters too. Therefore, it is absolutely right to say that the building of a more robust and stronger brand begins with employee satisfaction. With this said, let us discuss the two important roles of satisfied employees in building a stronger brand.

Employee Advocacy

The primary role that satisfied employees play is the role of employee advocacy. Although from the very beginning of the Industrial Revolution, the concept “employee advocacy existed in one or the other form, it wasn’t clearly recognized. However, fast-forwarding to today’s modern times, the term has gained its significance with the help of social media and word-of-mouth marketing.

Statistics show that about 30% of the workforce is willing and is positive in recommending their employer. Surprisingly, the same percentage has drastically jumped to more than 70% of the workforce who are satisfied, engaged, and take pride in the way the organizations treat them. This result has led to many organizations formally implementing and organizing an employee advocacy program. And as an outcome of this implementation, about 79% of the firms reported that their online visibility has widened, and 65% of them stated that their brand recognition experienced a significant increase among the public.

Employee advocates graph

Image source

The above image represents the impact that satisfied employees can have on acting as advocates for the company. Thus, the employee’s role as employee advocacy strengthens the company’s brand. In fact, they act as unsung brand ambassadors.

Living The Brand

Imagine someone owns a restaurant. The employees of the restaurant tend to exhibit specific characteristics that define their profile. For instance, their hospitality towards the guests would be incomparable. Similarly, an employee of a formal wear showroom would have the best dressing sense. This way, the employees live the brand they sell, which indeed becomes an undeniable part of their lives.

One of the best examples that expresses this point practically is Nike. As a known fact, the company deals with sports items. Most of the employees are interested in sports and are athletes. So they can understand the importance of the products as well as be aware of what could make things even better. They can clearly understand the needs of the customers. And how many of us know that the company encourages the athletes working for them to carry on their practices and build a career in the sports field. They are sometimes allowed to take up gym sessions even during their working hours as long as they are later compensated. This way the employees are more than satisfied and give their best in terms of work. And the understanding and providence of the best services to the customers with the best class products are what impress the customers. And thus, both the employers and employees are benefited, and as a result of this professional behaviour, the brand earns its familiarity among the customers.


It is pretty understandable that if we are expecting our workforce to help us in strengthening our brand, the relationship that we share with them demands reciprocity. Therefore, prioritize appreciation and value them for their contribution. Today, branding is an essential asset of the organization. And it is high time that we already realize that it’s the employees who represent the brand either individually or collectively. In order to attract clients, organizations have to concede that each employee has the possibility to be their brand. Never overlook that a brand reflects the firm, and the firm is nothing without the people in it.

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