In our recent Red Folder eZine, we asked the following question: Do your employees understand, commit to, and know how to take action on your brand? (In other words, do employees buy-in to the company brand?)
Here are the results:

Nearly half of respondents mentioned that they would like to find out if employees in their company are effectively living the brand.

The best way to find out if employees think, speak, and behave your company's brand is to evaluate/assess their performance of key behaviors that are directly tied to the brand and company goals/objectives. So how do you do that?

First, set clear expectations for all employees on what beliefs are required to represent your company’s brand/values. Then establish a set of basic, nonnegotiable behaviors for all employees to demonstrate that are tied to those beliefs.

Integrate the brand into performance systems such as behavior-based interviewing to select the best-fit employees; job-level behavioral expectations for onboarding, training, and providing feedback; and a proprietary recognition system for proactively capturing successes and acknowledging peers who demonstrate behaviors that enhance the work culture and improve the customer experience.

Then conduct regular behavior-based assessments to track employee engagement, productivity, and brand alignment across teams and departments in order to pinpoint strengths and areas of weaknesses.

At Brand Integrity, we use our Achieving Brand Integrity Assessment to measure how consistently a company's employees perform across what are called the Five Dimensions of Brand Integrity. Click here to read a post about the assessment.

Click here to take a complimentary Achieving Brand Integrity Assessment to uncover how well employees in your company understand, commit to, and take action on your brand.