The #1 Reason to be an "Undercover Boss"

I've watched a few episodes of the reality TV show "Undercover Boss," and one thing about the show rings true. It's critical for the head of a company - and the rest of upper management, for that matter - to understand how their employees deliver the company's brand promise every day.

Why? Because a brand is built from the inside out. Brand value, and therefore the company's value, is created and delivered by employees. They can positively (or negatively) affect your brand's perception and acceptance. One of my favorite stories that illustrates this point comes from a friend who was looking for a conference room at a Ritz-Carlton hotel. A busboy noticed that she needed assistance, put down his tray and led her through the hotel to the right room. When my friend thanked him, he replied, as all Ritz-Carlton employees do when thanked: "My pleasure."

That employee knew exactly how to deliver the Ritz-Carlton promise of anticipatory service - reflected in the hotel's motto: "We are ladies and gentlemen serving ladies and gentlemen."

Over and over again on "Undercover Boss," heads of companies discover that there's a disconnect between upper management and the people who deliver the brand promise on a daily basis; that there are some employees who deliver that promise consistently and others who simply don't buy in. And once they gain that understanding, they're in a better position to do something about it.

Employees are your company's brand ambassadors and your best advocates. Their buy-in, cooperation and collaboration with each other and willingness and ability to deliver your company's brand promise can make or break your business.

So whether your company is big or small, get into the trenches and start working on understanding how your employees deliver your company's brand promise. It's the first step in ensuring higher customer advocacy, productivity and profitability for your business.