Building Brand Advocacy from Within: Nurturing Workplace Culture

As a member of the Marketing Team, you're intimately acquainted with every facet of our product/brand – its visual identity, perception in the eyes of the press, and the emotions it evokes in customers. While you live and breathe these elements daily, it's essential to recognise that much of our organisation may not share the same level of immersion..

Take a moment to chat with our colleagues over in the Accounts Team. Have they recently perused our website? Perhaps they've never ventured onto our company's LinkedIn or Instagram pages and are drawing a blank when it comes to naming our latest product release. If this scenario rings a bell, chances are, we've been directing most of our branding efforts outward. It's high time we spread some of that love within our own office walls.

Building brand awareness among your employees matters.

If you're part of a small company, investing in workplace culture, employee wellbeing and brand advocacy may not always take centre stage on your priority list, but it absolutely should. In the long run, your company stands to gain significantly from these efforts, even if the immediate results may not appear readily apparent. Here are just a few key highlights illustrating what enhancing workplace culture and bolstering brand awareness can help you achieve:

• increased staff retention and employee loyalty

• higher productivity and efficiency

• improved teamwork

• higher morale and better job satisfaction among employees

• enhanced talent attracion

• improved customer relations

• sustainable growth

Creating a positive work environment where your team feels like an integral part of the organisation is essential for business development and growth. In my experience, one of the most effective ways to breathe new life into your team and cultivate a nurturing, connected and brand-oriented environment is through physical workplace transformation. I recently led a significant office renovation project, and here are my key takeaways:

1. If it needs it, renovate your office.
   A run-down workplace is not conducive to productivity or morale. Investing in the renovation of your office, especially spaces designed for collaboration and creativity, demonstrates your commitment to your team and your business. It conveys that you value and respect your employees, and they will be delighted to work in a more beautiful and inspiring office environment.

2. Create meaningful brand touchpoints.
   Integrating your product and brand into the office space helps your team feel a closer connection to the company's values, achievements, goals, and larger mission. This can be accomplished in various ways, such as incorporating decals showcasing significant moments in the organization's history, displaying client testimonials, or showcasing your product through creative assets like advertisements or photography. In my role at Lumie, I adopted a combination of these ideas, including a flat-screen TV in the lobby featuring highlights from our press coverage.

3. Snacks and perks are a cherry on top.
   Providing healthy snacks, beverages, or specialty coffee options goes beyond being a mere perk. It shows personal investment from the employer, and it aligns with modern workplace expectations. It can actually make people happier, and more excited about coming to work (a big perk in our post-lockdown realities!). Employees are more likely to engage in casual chats in the kitchen, which builds communication and boosts office spirits.

   By prioritising these elements, you can transform your workplace into a more vibrant, engaging, and supportive environment, ultimately benefiting your team and your business as a whole.