Who is it in the photo? Stupid question, he’s footballer Cristiano Ronaldo as it says so below the picture. Yes he plays football, but according to Dailymail he earns more income with sponsors rather than with his Real Madrid salaries. Besides being a professional footballer Ronaldo is a brand ambassador.
There’s no doubt that Cristiano Ronaldo has fans who idolize him and adore his abilities on the pitch. Companies can use this affection to their benefit. With Ronaldo linked to their products/services it makes the company more approachable and their brand image valued higher. Still do you have to be world-class footballer to become a brand ambassador?
No you don’t! Most of the brand ambassadors are just regular people. It’s also important for companies to realize this. Their own employees are their brand faces on the everyday basis. On the article Obtaining employee commitment to living the brand of the organisation G. Boyd and M. Sutherland will demonstrate the importance of employee commitment to the brand. When the employees are “living the brand” it can translate into higher sales and increased profits. How to obtain this commitment?
First the company has to sell the brand to the employees. When the employees become committed and motivated they can exceed themselves. For example enthusiasm towards the brand can improve the customer service of the company. Certainly Ronaldo can make your company more approachable, but what if the service is poor? The customer won’t return and after all Ronaldo might do the same. He also has to consider with whom he’s associated to. In a conclusion passionate employees will enable sustainable brand building. They will perform better, but also they might stay longer within the company. This lowers the hiring costs and adds more experience inside the company as the old-timers share their knowledge. Clearly there’s no explicit downside to this. It will take efforts, but it’s going to reward both the employees and the customers. How can the employers sell the brand to employees and get them committed to it? Comment below!
“Employee branding is a way human resource managers can assist in differentiating the company and its products, and increasing the value of brands.” – G. Boyd & M. Sutherland
G. Boyd & M. Sutherland, Obtaining employee commitment to living the brand of the organisation, 2005