Millions of businesses spend billions on branding but aligning values that breed strong culture is arguably the most valuable aspect of branding. It just so happens that money can’t buy that.
When people enjoy coming to work its something special to see. Surprisingly, the dominant structures are not companies steeped in strong culture, but companies that have no alignment to any values and simply crack the whip in the name of profits.
People that work in companies such as this not only don’t enjoy going to work, they resent the very brand they are representatives of. If company representatives resent the brand, it’s not only felt internally but externally as well.
We meet people all the time but those that stand out tend to have either a sense of positive energy that’s infectious or a negative energy that’s repelling. Companies, that have nurtured their brand values and culture, exude and aura that is infectious. Companies who are out of touch with their values and who have neglected their culture not only repel the best of their personnel but their clients who follow suit.
Zappos is a perfect example of a happy brand and looking at this video, makes you want to be part of that something which is how many of their customers feel.