The liquor industry has clients who are loyal to their brand. But how loyal are the people working for liquor companies to their own brands? Aditya Agrawal of Global Trading Concern has a few suggestions on making your employees embrace your brand.
The liquor industry boasts of customers who never compromise with their brand. But, the people who run the industry are equally, or even more, brand conscious.
Industry insiders say that liquor company employees do not even speak of rival brands or even attend a reception where a competing brand’s beverages are served.
Global Trading Concern Pvt. Ltd (GTC), for 15 years, has been serving Nepali market with global products, like Johnnie Walker, Smirnoff Vodka, Moet, Hennessy and Heineken beer.
Aditya Agrawal, who has been leading the company as a director for more than two years shares some of the secrets of his trade.
Brand and employees
It is not surprising to see employees feel a sense of responsibility towards the brand they work for. However, it is integral to ascertain that their loyalty stays with the company. We want people to work with us for years. For that we need to gain their trust in the company. he says.
Brand loyalty comes from a sense of responsibility towards the company that must be developed within each employee.
We believe our organizational culture helps our employees feel dedicated towards the brands. We are more like a family than professional groups. We have 35 employees, many of whom have spent 10 – 12 years in the company,” says Agrawal.
Loyalty to a company means loyalty to a group of people who own it. If the directors and heads of a company listen to the employees’ woes and suggestions, the employees feel like they are being heard and respected. We are always around, should our employees need us. They come to us with financial and emotional problems and we make sure we solve them.
At times your work place can be closer to you than your home. There are some issues that cannot be discussed with your family. We believe it is our responsibility to solve our employees’ problems.
New employees and loyalty
Loyalty increases with time. The longer an employee spends in a company the more devoted he/she feels towards it. A new employee has to first belong and then know the brand names. When hiring, we make sure that the person is a right fit to the office environment. After training, we make sure the person feels a part of the team. It is important to give him/her time to fit in.
Incentives and Job satisfaction
Job satisfaction and incentives are other important aspects to ensure loyalty. Retreats unite the team to work together, and It lighten up the mood in the office. We have programs such as picnics, dinners, football match screenings every few months.
Incentives don’t always have to be monetary. Recognition in a company makes an individual feel a part of a group that appreciates his/her contribution. It is important to reward the employees. Timely salary or even provision of advance salary at times of need makes an employee feel devoted towards the company and what it stands for.
However, salary alone is not enough to ensure loyalty. Other competitive companies can easily attract your employees if salary is their only reason behind staying. A sense of security and satisfaction from the job should be some of the reasons employees give to explain the connection they feel towards the company and the brand it endorses.
The glam factor
And finally the glamour factor. If a company is doing well, then the brand it stands for is being recognized in society. Everyone likes recognition. Hence, the surest way to ensure brand loyalty is to make sure the company and the brand itself are reputed. Working for Global Trading Concern means working for the best labels in the world. It is glamorous, and it is something employees want to be associated with. The loyalty then merges with the brand name itself.