4 September 2012 3 Comments

How employee grooming affects brand’s perception

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Happy employees, Employee branding, Brand communication, Internal audience, Internal branding profile, Leadership, People mamangement, Soft skill development,Personal BrandingA major dependence on a single branding item/issue often leads to brand destruction without knowing. This is often caused by the top management disposition, background and exposure. In cases where the CEO comes from Human resources background, there is always a tendency to focus of Human resources angle of the branding process. On the other hand, if the company CEO has a technical background before becoming the Chief Decision Maker, s(he) may sometimes place priority on getting the technology angle right to the detriment of other key branding issues.

Many brands have suffered untold damage just because the CEO brand management effort is focused on a single place. We need to remember, branding is everything. It is not just one ‘legged’ chair. Each time we try to make a branding process a one legged chair, we eventually run into problems. This does not only affect corporate brand management but it has been seen to affect personal branding- especially potential employees. Many potential employees have lost great chances just because they forget to hone their soft skills. Thinking the hard skills will cover up for their shortcomings in soft skill development.

In this piece, we intend to look at the impact of soft skill on overall performance of any brand’s effort. Internal audience is the greatest spokespersons any brand can have. They subtly shaped public opinion about the brand. This is because they have a family as well as people that are observing them from afar. They often speak volume through attitude, demeanour and dressing as well as through their interpersonal relationships with the larger external corporate audience.

 A wise individual looking for job opportunities or a brand willing to sell right impression therefore will appreciate the need for proper grooming in sharpening and presenting the right perception to his employers or stakeholders as it may apply. In communicating right perception, here are some of the impacts grooming has on internal audience/employee and ‘Personal branders’

Confidence and focus: A well-groomed internal audience/potential employee shows confidence and high sense of focus. They help project a brand image that appeals to the stakeholders.

Sound interpersonal relationship among peers: Many brands challenges start from lack of co-ordination and unhealthy rivalry among the workforce. This often damages brand’s equity. In most cases, this also reduces internal audience productivity. The danger of lack of great interpersonal relationships also shows in lack of teamwork. No brand can excel through this.

Increase on corporate effectiveness: In situation where every internal audience is properly groomed and possesses right soft skills, the effect will manifest in overall corporate effectiveness. Absence of sharpen soft skills create a backlog of issues that can eventual snuff life out of the brand. These and some other factors will impact brand communication effort. What other factors can you contribute?

Public Notice:

Having observed The Grooming Academy, established by Adeyinka Akeju, we cannot but encourage potential employees to take advantage of this non-profit initiative. One of such initiatives is coming up on September 29, 2012. To be part of this, contact the organization as fast as possible. We understand it is come first, first served. We have also confirmed there will be pre-event selective interview. The uniqueness of this academy is that it offers internship with its various partnership organizations

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