As I’ve written lately, both Internal Marketing and Internal Branding are used to effectively engage employees for marketing and organizational success. Managers who practice these concepts are strong proponents of the power of recognition & reinforcement — honoring employees who exemplify exceptional customer care skills and recognizing them as role models.
I have no problem with this approach, as long as it’s done sincerely and respectfully; i.e., providing support that encourages other employees to emulate the appropriate behavior without making those recognized (the “models”) uncomfortable in the process.
In terms of semantics, I’ve found a variety of labels used to describe these role models:
- Brand Ambassadors
- Marketing Heroes
- Brand Builders
- Service Stars
- Brand Evangelists
- Promise Keepers.
I recently discovered the term “Promise Keepers” in this context when reading Married to the Brand by Bill McEwen. It’s a book I highly recommend, and I promise to tell you more about it in a future post.
In the meantime, do you have any additional labels to add to this list? It would be great to hear what else is out there.