Top Brandful Organizations in 2013

Welcome to my final blog post for 2013. The following companies make the list of of top brandful organizations this year: Trader Joe’s, Netflix, Zappos, Starbucks, IBM, L’Occitane, Patagonia, Nick’s Pizza & Pub, Viking Cruises, Ikea, The Container Store, Wegmans, Rackspace, and Tesla. What sets these companies apart from others? It’s quite simple: the employees genuinely believe in the products and services they help deliver… so much so that they actually help promote them, voluntarily. Employees at these organizations are critical to current and future success of the business.

While many experts are now posting their recommendations for 2014, I believe one of the most strategic actions any company can make in the new year will be to connect employees meaningfully and authentically with the brand. For example, at Trader Joe’s, some of the employees spend most of their paychecks on purchasing groceries in the store. And most employees there can tell you their favorite products, if you ask.  Or employees at Rackspace may spend more time than necessary online interacting with each other and customers about optimizing the services they provide because they are just that passionate about them.  Brandful employees help to evolve the success of the business.

The organizations mentioned above do not necessarily depend on employee engagement programs or internal marketing campaigns or even employer branding initiatives, to create a brandful workforce. They rely primarily on the strength of their products and services and how they run their business from a people perspective. These are the principles of the brandful approach.

In 2014, more organizations will understand the potential of the workforce. And it will be great timing as we will embark on a project to design a measurement tool so organizations can understand the level at which their employees are truly behind the products and services they deliver every day. Once they receive their results, they can take necessary action to move the needle on building a more brandful workforce. Please stay tuned. In the meantime, enjoy the last few days of the year!

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A Photo Is Worth More Than Just Words

Last week, someone asked me to describe what a brandful workforce actually looks like. I hesitated to answer as I needed to clarify the question: “You mean, visually?” My colleague nodded. I hadn’t actually thought of it before, but my mind immediately came to an image of photos. I had heard that the lobby of Southwest Airlines corporate headquarters was plastered with photos of cabin crews, airplanes, gate agents, families, managers, friends, and office employees that were taken throughout the history of the airline. When I worked at JetBlue, I could walk up to any office cubicle and see not only family photos, but photos of co-workers and fellow Crewmembers. Photos can be quite telling about the personality and culture of the organization. But a photograph can also be engaging and bring out feelings. They say a picture is worth a thousand words, but sometimes words cannot describe feelings. And this is similar to the visual results of a brandful workforce – a strong emotional connection between employees, the organization and the customers.

Was it a coincidence that just hours following this conversation I happened to walk into a Starbucks and see photos of the employees? When I read the blurbs beside the photos, it told me more about the personal lives of the baristas. I noticed some things I had in common with some of them. It immediately felt more like a friendly hangout, not just a great place that serves coffee, but a place to meet others. Every employee has a story and a personality that can be part of the experience, and be authentic. Kudos to Starbucks for encouraging their baristas to be themselves and share their individual interests and who they are – as part of their brand. This is a great example of being brandful.

starbucks photos