When you start your business it's very personal isn't it? Everything you touch, everything you sell, everything you show says something about you. And if all is going well, you're growing which is awesome, which means that people must like what they see in your business and ultimately your brand.
As you grow you need to bring new people on. And that means you need to delegate many of those precious decisions you made up to this point. You don't really want to micromanage, it scares the people that you need away and doesn't foster them to grow. So how do you walk the tightrope, and not micromanage but infuse why you got this successful into your team so that you don't water down your business and brand?
Tell Your Story, Over and Over
And make sure you tell it over and over. Every monthly or quarterly meeting your new people should hear it and your existing team members should hear it again. People tend to forget amidst their daily routine where your passion came from and why it's still around.
Create a video telling your story for new employee onboarding. At my last company I did just that, I had fun with it, and it was part of overall training. I wanted to show who I was personally, why I was passionate about what I did, and welcomed them with open arms. It was a conversation piece for years! At Dasheroo we tell our story over and over again to our team internally as well as in almost every sales pitch. We put it in our training materials. We tell our story on our site because we want people to know where our passion comes from.
Voice and Tone Matter
The voice and tone of every business is hugely important and unfortunately it's the one thing that is the easiest to water down. Why? If you've not specifically discussed the importance of customer touch points and how they should sound or be written, your team will likely inject what they think is the right way since it becomes very subjective.
Sometimes their approach works but most times it doesn't. Case in point; if you've got Sally in charge of writing website copy, and Bruce writing and sending email campaigns and Joe talking to customers and they don't know that you'd like them to use a relaxed and casual tone, you'll probably have three very different voices talking to the customer. Mailchimp has an amazing voice and tone styleguide they publish. Check it out.
Create a voice and tone site or document. Outline every customer touch point such as your website, email, email signature, face-to-face communication, voicemail, inbound phone, online chat, help site, website error messaging and website wait messaging to name a few (whew!).
Then think about how the customer feels at any given touchpoint and outline examples of how you might personally deal with that situation This gives your team members an idea of how they should be communicating whether it's face to face, ear to ear or eye to eye.
Lastly, your employees want to do what you want them to do and they want to do it really well. By providing the tools and ideas you had when you started this successful company and delegating you'll enable them to grow and thrive!