by Kelly Hobkirk
There are two types of brand romantics in the working world, the believers and the paycheckers, and most every organization has both in their ranks, playing the role of inherent marketer.
The good romantics, those who help companies make millions and feel good about it, know how to craft reality into compelling stories people can connect with. The poor ones on the other hand, are romantics who know how to sell themselves in the course of crafting average actions and stories that average people may or may not connect with. The poor ones place emphasis more on making their sale, less on yours.
Internally, every employee is a marketer in one way or another. Employees are either believers or paycheckers. They are working for you because they believe in the company vision and its products, or they are there simply to collect a paycheck. Paycheckers are masters of disguise, while believers are masters of truth. Paycheckers get things done because it’s their job, while believers get things done and constantly strive for improvement because they believe in your brand.
How Paycheckers Drag You Down
The world is full of paycheckers because there are not many truly necessary and compelling products relative to how many workers there are. Paycheckers do what you tell them. They can say that they believe if you tell them to believe, but true belief is in the blood and the bones, and it can’t be acquired with mere telling or employee handbooks.
Paycheckers drag your brand and company down because their dialog is rarely as convincing as it must be, taking an often invisible toll on everyone’s efforts and projecting that outward like a toxic gas.
What people often do not realize about brands is that they are as much related to subtlety as they are about the overt, as much about the verbal as they are about the visual, and as much about the interactions as they are about the buying action. That means everything they do is a reflection of you.
Paycheckers rarely understand the deep significance of this fundamental difference because they are there first to collect a paycheck and second to represent. They’ve got it backwards, and while the difference is subtle, getting it turned the other way round often requires changing their personal core needs, which can be next to impossible without good psychological work (which you rarely can ask people to undertake) and particularly without leading by example, which I will explain further below.
Of course, everyone needs to be paid, but as a core part of their belief in you, believers understand that nudging brand representation in front of personal needs will yield greater brand value and, as a direct result, greater job security and personal well-being. There is a leap in that equation that requires faith in you. Some paycheckers can acquire it and some can not.
How True Believers Support Success
If your product and vision are among the relatively few great, you already have a head start, and if you already have a staff full of true believers, your head start is massive in nature. Not only can you attract talented people who will believe in you, but your people will give you their best efforts every day, always keeping your brand’s value in mind as a priority in everything they do.
Each person on your team will have the capacity to talk about your brand with a convincing tone, and to act as an ambassador for incoming employees, customers, vendors, partners, and anyone else. They are true believers who understand and believe in your vision and products, and they work every day to help you maintain and improve it by being true.
Believers can’t be caught out because they show their belief in every effort, every communication, every interaction, whether or not the effort is a success, a failure, or somewhere in between. Everything they do and say reflects the romantic side of their personality, literally that professional ethic inside of them, the feeling they have for their own motivation and actions, and how they communicate with the rest of the world about your brand.
How to Convert Paycheckers into True Believers
You might have some paycheckers on staff who you really like, you want to see them succeed, and you believe in their ability to help you succeed. They have done some good work, but you feel like you’re not getting the fullness of their capability. That can mean they have a doubt that needs to be fixed by a better experience, something they need to see and feel in order to develop that critical intrinsic belief about you.
The good news is that some paycheckers can be converted over to true believers. All they really need is to have those parts of their psyche that contain fears and doubts born of interactions reinforced with new interactions that overwrite current beliefs. For some it will be a quick conversion, born of one or two small changes. For others who possess more doubts, it may take time.
Converting paycheckers into true believers is all about making sure everyone around them is leading by example, representing your brand in the truest manner and with complete consistency.
Why You Must Lead Believers by Example
People believe in brands when they believe in the people who create and run them. That means you have to be at your best whenever possible, and you have to be real. You have to embody the positive qualities that people hold dear to their own happiness and well-being. You have to possess an understanding of those factors within your company, manufacturers, distributors, and customers, and you have to be able to represent them in a way that is true to your beliefs. You get out what you put in. You have to trust people, and when you do, they will trust you. Two-way trust results in people giving the best parts of themselves to their work, which shows they love what they are doing in helping your brand succeed.
This is where objective introspection becomes paramount. If you are a leader who is lacking in some subtle way, you may be unaware of how your smaller actions and words effect others. For instance, if you lack trust, or have a habit of utilizing belittling words, or over-share your personal problems, that can have a direct effect on people’s confidence in you and your organization. And maybe it’s not you, but rather your brand’s lack of outward character that is undermining their belief in you. Remember, your brand is a direct reflection of you.
A strong brand starts at the core, from within you, then extends to your organization or team, and radiates outward to consumers. It is critical to start at the center and build out belief in a radiating manner. When you do that, you can see the brand grow organically, which in turn infuses your marketing with a healthy core, keeping it true and believable, which helps people easily connect with your products.
Here is an example that many business owners overlook: As inconsequential as it may seem, if you have a dirty office, that internally reflects on your brand because it subconsciously speaks to how you regard the people who work for you. It gives people a degree of doubt right at home, at the core, something extra to think about (in a negative way). A quick daily cleaning shows people that you keep a clean house. A clean house equals a clear mind. Brands have a tendency to grow when everything radiating from the core is clean, clear, and overtly positive.
More obvious places where your brand can inspire confidence include your product quality, brand identity, marketing communications, social media interactions, and customer service. All of these are directly influenced by you and your team.
When you bring the same awareness to the all aspects of your brand, from the smallest through to the most visible, people notice it, and it comes through in everything they do, talk about, and buy.
We are all romantics, all marketing to ourselves. When you give people every reason to believe, you appeal to their romantic side, and it will come as a welcome reward that they place their belief in you.