Creating Employee Passion for the Brand and the Customer

1. Creating Employee Passion for
Brand and for Customer
Jim Parry
11/12/2014

2. Why is passion for brand and customer
important?
‘If we don’t take care of our
customers, somebody else will’
Unknown

3. Customers have great
experience & return
Experience delivered by
passionate employees
Employees operate in
effective culture
Culture created by leaders
living the brand
Brand grounded in people
and customer

4. Benefits of creating Customer and
Brand Passion

5. The Toolbox
• Vision – Where you want to be
• Values – What you stand for
• Sustainable Competitive Advantage – How
you will win
• Brand Positioning – Your connection with
customers

6. Case Study: Zappos

7. Zappos Core Values
Zappos Family Core Values
As we grow as a company, it has become more and more important to explicitly define
the core values from which we develop our culture, our brand, and our business
strategies. These are the ten core values that we live by:
• Deliver WOW Through Service
• Embrace and Drive Change
• Create Fun and A Little Weirdness
• Be Adventurous, Creative, and Open-Minded
• Pursue Growth and Learning
• Build Open and Honest Relationships With Communication
• Build a Positive Team and Family Spirit
• Do More With Less
• Be Passionate and Determined
• Be Humble

8. What’s Your Organisation’s Why?’
Why
How
What
Make
consumer
electronics
Innovation for
customer
Change the
status quo

9. Brand Positioning
Determining Shared Value
Your Product or Service
• Is for: _______
• Who want to:__________
• It provides: ___________
• That offers:____________
• Allowing you to:_________
• And you believe this because:__
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order
benefit/emotional
connection
Reason to believe or claim
support

10. Brand Positioning
Determining Shared Value (illustrative)
Nature Valley
• Is for: the aspirational outdoor person
• Who want to: be outside, enjoying nature
• It provides: a healthy snack
• That offers: natural nutricion without any
preservatives
• Allowing you to: connect with nature
• And you believe this because: of Nature
Valley’s long history of embracing the
outdoors and outdoor sports
Target Consumer
Job/Desired Outcome
Functional benefit
Point of Differentiation
Higher order
benefit/emotional
connection
Reason to believe or claim
support

11. Exercise
Think about your organisation’s brand or a
particular product brand you work on. Consider
what your shared value might be.

12. Engaging Employees
Harnessing creativity
Everybody has a POV
- Empower them
The Value Chain – who is involved?
- Build and lead creative forums
- Create the cause
Story Telling
- Brand/customer folklore

13. A Customer Mentality
• Create visible personas
– How they live and make purchase
decisions
– Align activity around customer
– Meetings/Planning
– Tell the stories

14. Customer persona (real if poss)
Name Age/Location/Professi
on
What are her
important needs?
Characteristics
(Describe this Person)
How do we meet her
needs?
How does she use our
product/service?

15. Barriers to creating passionate employees
for the brand and for the customer
• Change fatigue
• Inconsistency
• Lack of employee engagement
• Lack of clear vision and values
“Children imitate their parents, employees their
managers.”
― Amit Kalantri

16. Achieving lasting employee passion for
customer and brand
Employee
Engagement
Small
Changes
Consistency
• Perceived Control
• Perceived Progress
• Connectedness
• Create belief in the
Company’s Vision or
Meaning
• Avoid change
fatigue
• Maintain clarity on
org and individual
objectives
• Use positive
attributes as
foundation
• Maintain
momentum
• Avoid ‘boomerang
effect’ i.e. when
leaders stop and
change focus
• Strategic driver

17. Exercise: Score Your Now & Where
Employee
Engagement
Small
Changes
Consistency
Now Where Now Where Now Where

18. The One Page Plan

19. Summary: 6 Key principles for leaders
1. Be clear on the brand vision, positioning, values, your
customers and the SCA
2. Don’t be shy, be visible and accessible to both
customer and staff – live the brand
3. Empower your people, access their creativity to
deliver the brand promise to the customer
4. Determine gaps in the customer experience delivery
and improve
5. Celebrate the importance of customer and tell the
stories
6. Create visible crusades for customer

20. www.so-brand.com.au
+61 434 607765