You Can't Hurry Change

When a President or CEO of a company comes to the realization that the company's employees need to become ambassadors of the company's brand to move the business forward, that's a pretty startling discovery. Like everything else in business today, once the decision is made, he or she wants it to happen fast, right now. After all, companies are supposed to be nimble.

But the fact is that transforming employees into brand ambassadors takes time. That may not be what the President or CEO wants to hear, but it's the truth.

Building brand ambassadors is not a 90-day program. It's a lifelong commitment that takes at least 3-4 years to truly seed. Efforts to create brand ambassadors within a company must be constant and consistent - and when you think you're there, you need to redouble your efforts.

It's critical that everyone involved - especially the President or CEO - be patient because the ultimate goal is sustainability. Remember: everyone in the company is a potential ambassador - and each and every one of them is the most powerful marketing tool a company can have. They are the voice and tone of your business - and can be your best advocates and evangelists.

So when you're ready to build brand ambassadors in your company, don't expect the change to happen quickly, and abandon your efforts. Believe me, if you take the time to properly develop your company's brand ambassadors, the reward will be great: better morale, reduced turnover and greater productivity.