Team Members Should Understand the Brand Experience Your Company Wants to Deliver to Every Customer

RCS Influencer Mike Pickel says that establishing Core Values can help your team members effectively represent your brand.

At Texas Traditions Roofing, our team members certainly represent our brand every day to both the community and our customers. We prepare them for this role by making sure that they understand our company’s core values. Those are:

1. Put God ­first, family second

2. Be brutally honest and accountable to each other

3. Treat everyone with humility and respect

4. Vastly exceed expectations

5. Be the roofi­ng expert

When our team members understand these core values, they are able to carry them out in the field and when they are visiting with potential customers and customers. We teach our roof advisors that their job is to just listen, rather than try to aggressively sell someone.

We feel very strongly about being the expert and the advisor when someone is in a situation that may be new to them and may be a little anxiety inducing. Many people have never replaced their roof before and may be fearful of being taken advantage of; or they may be experiencing storm damage for the first time and apprehensive about the insurance claim process. It’s our brand promise to make that experience as stress-free and painless as possible and each member of our team understands that.

At Texas Traditions, we are also committed to giving back whenever we can and empowering our team members to do so. Our Lead Roof Advisor, Wes Strahan, was recently inspecting a home that sustained wind damage. Upon learning that the woman’s husband was active duty military and had been away for a few years, burdening her with the children and home problems on her own, he knew that our values allowed him to make the decision to let this woman know that our company would cover the repairs at no cost to her.

Since our team members are representing our company in the field and with customers, we are sure to provide them with professional, branded attire as well as a branded photo identification badge that can be attached to a shirt or a jacket. We feel this puts customers at ease to know that the person they are talking to is officially a representative of our company. We provide crews with matching, branded long-sleeved t-shirts to wear on job site. We invest in branded screens that are set up at each job site to protect exterior walls and landscaping from potential damage during a roof replacement situation.

Our brand is critical to the customer experience and we expect each team member to understand and carry out the brand experience that we want our customers to have.

Mike Pickel is co-founder of Texas Traditions Roofing. See his full bio here.