We were recently invited to lead a workshop for One Love Doula's team retreat. The founder, Yamel Belen, wanted us to help equip her staff with the language, confidence, and vision required to look cohesive and united in any public-facing situation.
This request thrilled us, because we often preach the importance of making sure that everyone on your team is "on the same page". It's more than just a "fluffy" mantra-- it can literally make or break a business.
The One Love Doula team is diverse in every way: with a rage of ages, ethnicities, interests, and backgrounds, it's important that the ladies:
Use the same consistent language when speaking to people about the organization
Be clear about what the brand is (and is not)
Understand their unique roles and how they contribute to the collective mission
To achieve these objectives, we created a 90-minute workshop aimed at meeting each of these goals.
Here are four of the key takeaways from our "Team Branding" workshop.
1. For the business owner: Clearly define your values (go beyond fluffy words and paint a clear picture of what you mean) and the things that make you different from your competitors.
If you can't clearly articulate this, then how do you expect your team to be able to communicate clearly (and cohesively) about your business? If your own team members are sending mixed messages, something is fundamentally wrong (and the power of employee "word of mouth" becomes a total wash).
2. Remember that Millennials and Gen Z value feeling connected to a greater, personal purpose when working for a brand, so have your team members write down their personal goals and values and draw connections to the ways your business is a reflection of the same things.
Ask "Why do you do what you do?" Then encourage them to make connections between their personal values and priorities with those of the business. How do you expect them to advocate for you if they don't believe in what you do on a personal level? (Also, from a PR standpoint, we don't want internal members sharing negative things about the company in public. Making them feel connected to the brand can help prevent that.)
3. Make sure your team is using the same language and key words when talking about the business. This extends to having unified responses to common challenges and complaints as well.
4. Tell individual team members what their strengths are and how their unique gifts and talents help the company to achieve its larger mission.
If you take the time to make sure each employee is equipped with the confidence, vision, and language to effectively promote the brand, we promise you'll see the benefits through increased visibility, a clear public-facing message, and a strong and positive reputation.
If you're looking for support in getting "on the same page" before you enter 2021, we'd love to lead a (virtual or socially distanced in-person) workshop. Contact us for details.