Do you love your own brand?  Are you your brand’s own biggest fan?  If not, then you should be. And your teams should be too!  How can you expect customers to love your brand if you don’t love it first?

A little brand narcissism is a good thing, and it starts at the top. When the leadership team actively loves the brand and freely expresses that love, it’s infectious to teams below. It’s not about indoctrination or mind-control.  You can’t tell your teams how and what they should feel, but when your employees hear the leaders actively and enthusiastically loving the brand, they’re more likely to jump on the bandwagon and love your brand too. 

A little brand self-love can go a long way toward internal-external marketing alignment. Building a culture within your organization that expresses that self-love can be an excellent first step toward aligning your internal messages with your external ones.

While it may feel like you’re asking your teams to drink the Kool-Aid, the other valuable point about brand self-love is that it can quickly weed out the people who aren’t on board with you.  Employees who are skeptical, cynical, or resistant are not the people you want on your team who might leak their feelings onto a customer. Figure out who your biggest cheerleaders are and then let them express their passion to their colleagues and to your customers.

Who are your brand’s biggest internal cheerleaders? How do they express their love of your brand?  Leave us your comments and share your story.

You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.