Very often a branding initiative will neglect to address one of a company’s most important constituents — their employees.These should be the biggest cheerleaders of a company or its product/service. The key word is “should.” Unfortunately, they can’t be cheerleaders if they don’t understand what they are cheering about. Their buy-in is critical to a company’s success.

Employee communications is a key component in the marketing mix. It is important to create programs that allow employees to feel as if they are a part of the process, and that they have a stake in the success of a product or service.

This can be accomplished through employee events to introduce an idea, contests that solicit their input, regular communication updates, and in some cases, utilizing their passion for a company or product in marketing materials.

Every single employee, from the mailroom clerk to the CEO, is a potential salesperson.