Employee Brand Ambassadors

Employee Communications, Customer Communications, Mission, Vision, Purpose, Branding, Vision, Mission, Purpose

What Employee Might Be Thinking About

Our Mission, Vision, and Values

  • What is our Vision & Mission as a company?
  • What is the difference between our Vision & Mission?
  • What can I do to support our Vision & Mission as a company?
  • I want to do the right thing, but I am not really sure what is expected of me?
  • What are some good examples of how people at our company are living our values?
  • Does the management team value my opinion?
  • Is the Vision & Mission just a fancy communication tool for investors and customers?
  • What are our Shared Core Values?
  • Why should I believe or live our shared core values when my manager consistently violates these values every day.

Brand Communications

  • What does it mean to be an Employee Brand Ambassador?
  • What are our key messages to customers
  • What is our tagline?
  • Where do I get access to the latest brand compliment communication tools and resources.
  • Do I need to be certified to serve as an Employee Brand Ambassador?
  • Do I need special training to make sure that I am properly prepared?
  • Where do I find the the latest information and communications tools? 
  • What is our unique selling proposition?
  • What is our customer value proposition?
  • What are our key messages for customers?  
  • Are the messages the same for all of our key stakeholders?
  • Do we have videos to help explain our new brand?
  • Should I be sharing information with my friends, family, colleagues, and customers?

Social Media & Press Relations

  • Is it ok for me to advocate for my company on social media?
  • What are the key messages to share on social media?
  • What social media channels are best for employee ambassadors?
  • What content should I be sharing? What content should I not be sharing?
  • Is ok for me to be myself when I am representing the company, or do I need to stick to a pre-defined script?
  • What should I do if I am invited to speak with the press on behalf our company?

Sales & Service Calls

  • Customer Calls - Do I need to update my approach when I engage with customers?
  • Service Calls - Does rebranding change any of our service experiences?
  • Tradeshows - Do we need to update our booth and resources?
  • Recruiting - Where do I get the latest materials for engaging with our prospects
  • Community Outreach & Charitable Giving - Do we have new priorities based on our new brand priorities?

Words That Might Be Encouraging

  • Our Mission is our Purpose.
  • Or Vision is how we plan to achieve or Mission.
  • Our Vision provides an easy way to explain what and why we do what we do.
  • Our Shared Core Values help explain how we expect every individual to work to achieve our goals.
  • Teamwork makes the Dream work.
  • Our Shared Core Values help provide alignment and focus for our employees.
  • Our employees are the bridge to great customer experiences.
  • Our Shared Core Values provide employees with a compass to make good decisions.
  • Our customer facing employees are the most important expression of our brand.
  • We build our brand reputation with every moment of truth, one experience at a time.
  • We value your opinion.

Words That Might Be Discouraging

  • Just worry about doing your job.
  • We don't worry too much about how the company is marketing itself.
  • Stay focused on delivering on your goals.
  • Every department has a very different culture. 
  • No one really cares about anything except your NPS score around here.
  • Branding is not really a big thing at the this company.
  • As long as you hit your numbers, no one is going to give you a hard time.

Social Media


  • Do not share private information about other employees, financial information, trade secrets, etc. all employee handbook rules still apply.
  • Do not share information about products not provided by Marketing or Corporate Communications

  • Do not share confidential information or trade secrets.
  • Do not share financials, sales, business performance, strategy or pricing
  • Do not share personal information about clients, co-workers
  • Do not post inflammatory comments.
  • Do not post negative comments about other brands.
  • Trash our competitors. We adhere to the highest professionalism as company representatives.

New Employee Encouragement Plan (Example)

  • Week 1: Words & Phrases: Key Messages About Who We Are and What We Do
  • Week 2: Gifts & Goodwill: Thought Book (Our Brand Promise)
  • Week 3: Gifts & Goodwill: Water Bottle with Logo
  • Week 4: Words & Phrases: Brand Toolkit (PowerPoint Template)
  • Week 6: Words & Phrases: FAQs on Brand Ambassador Role
  • Week 8: Audio & Video: Our Shared Core Values
  • Week 10: Gifts & Goodwill: Company History Link to corporate Site
  • Week 12: Events & Experiences: Social Media Posting Guidelines
  • Week 13: Words & Phrases: Code of Conduct
  • Week 15: Events & Experiences: Target Zero Program - Test Your Knowledge Quiz
  • Week 16: Audio & Video: Workforce Safety & Health Video 
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