Transcript:
Great leaders must be able to communicate what they promise to do for us - to create a brand led company a leader must create a promise that people can feel and relate to. You have to let everyone know what it is that you’re trying to build. Your brand commitment is a compass for your customer experience and your people can make decisions based on it. At Zappos, they have a strong commitment to their brand, and so everyone knows the answer to a problem.
Fewer policies are needed to control behavior and standards become less necessary as the brand promise comes alive in each of your team members. Imagine your team with each member burning with a passion to live the brand commitment every day. It’s possible but you have to define it first.
As a company grows it gets harder to ensure the brand is understood, not diluted and still experienced in the way that won customers in the beginning. Your brand commitment will also serve as the basis for designing systems, recruiting, hiring, and training.
Some questions to ask yourself when making a brand or set of core values are:
- How will working through these values impact your business?
- How will your customers think and feel about your brand?
- What customer compliments do you receive on a regular basis?
- What customer complaints do you receive on a regular basis?
- How do you want your customers to feel in every transaction with the business?
- What do you want your customers to say about your business?
One good exercise is to write out the perfect testimonial for yourself. This will help you to find what you need to improve on in your business.
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