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Synopsis >> Your Brand >> Past Article

What do your employees say off-hours?

Why you need to know how your employees feel about their work at your garden center.

internal branding for garden centers

How your employees feel about their work environment can have an effect on your garden center sales. Your employees talk about their day... to their families... to their friends... to the public. Awareness of this is part of what is considered to be internal branding.

Let's look at two different conversations your employees might have at the end of their day.

One: "MY DAY WAS AWFUL! MANAGEMENT JUST DOESN'T UNDERSTAND MY PROBLEMS... AND THE CUSTOMERS WERE SUCH A PAIN!"

Two: "IT WAS A LONG DAY... I GAVE A LECTURE TO THE TEAM ON HOW WE CAN IMPROVE CUSTOMER SATISIFICATION. YES, ME... I DIDN'T KNOW WHERE TO START... BUT THE MANAGEMENT TEAM GUIDED ME IN THE RIGHT DIRECTION."

Which one would attract more customers? Which quote would attract quality employees? What do your employees usually say off hours?

OK... so how do we share your vision with the rest of the company?

The first thing is to define what your brand is. What do you stand for? What do you want to be known for and be the best at? By first defining a mission statement, you will be able to help narrow your focus.

Do you have a mission statement? Do your employees know it? If they do, do they care? Is your mission statement inspiring... or generic? Let's take a look at the following mission statement..."ROB'S GARDEN CENTER IS DEDICATED TO PROVIDING OUR CUSTOMERS WITH THE BEST SERVICE POSSIBLE. AND, OFFER THEM THE BEST QUALITY AT THE LOWEST PRICE ". Although this mission statement may seemingly be inspiring, it's power is lost to the employees and customers. Why? Because this type of message has been overused and oversold. You can walk into any store in any city in the US and see this kind of message posted on their walls. We have become numb to the meaning behind the message. To wake people up and inspire them we need to create something different and the more shocking the better.

Let's try reworking the previous mission statement to... "ROB'S GARDEN CENTER. WE ARE OUT TO KICK THE DIRTY PANTS OFF OF OUR COMPETITION IN JUST ONE THING... MAKING YOU SMILE." This statement is direct, focused and different. It means something to customers and employees alike. And, because it's different it will get noticed and be remembered.

Now that your mission is defined, start to develop a branding plan and stick with it. Your garden center or nursery employees will test you and how serious you are about changes. Let them know that the company values are here to stay by consistently sticking to your plan.

Yes, there will be times that all your best efforts will seem like they were in vain. And, there are those employees that will always see the negative side of it (I bet you can name them right now). Remember, that in the long-term, it does not matter if your one effort did or did not work. The important thing is consistency... keep trying to create a positive environment of learning and growing This is one of the top benefits that quality employees usually look for in a work environment.

During this time you get to see those employees that share your vision of the company. Let's say that you are striving to be the best in customer satisfaction... the best in the area, heck maybe the world. You set up programs to help your company achieve this satisfaction-brand and everyone seems excited... but for a few people who are grumbling under their breaths. This is a good sign that these people do not share the same vision as you. It does not mean that they are bad workers... It just means that in order to achieve your goal, of being the best in satisfaction, they might not be the right people to take your company there. This can be very eye-opening.

Also, if you have your branding plans in place, it helps new employees to understand what is expected out of them from day one. It's much harder to instill new company values to a senior employee than to a new one.

If you need any help in defining your mission or creating a powerful internal brand, CONTACT US today.

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info@gardencentermakeover.com

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Current Article >>
BRAND TOUCHPOINTS
Say what you mean... mean what you say!

Past Articles >>

WHAT DO YOUR EMPLOYEES SAY OFF-HOURS?
Why you need to know how your employees feel about the place they work.
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HOW MUCH SHOULD I SPEND ON MARKETING MY GARDEN CENTER?
How to get the most impact with your budget!
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GET TO KNOW YOUR CUSTOMERS!
What you need to know to have an effective focus group session.

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