This document outlines seven steps to building a brand that matters: 1) Decide if you want to build a sustainable long-term brand; 2) Figure out your core values and culture; 3) Commit to your culture as it is your brand; 4) Establish a meaningful vision; 5) Build relationships rather than just networking; 6) Carefully build your team; 7) Think long-term rather than for quick profits. It uses the shoe and clothing company Zappos as a case study, highlighting how they achieved high customer satisfaction through excellent service, culture, and vision.

1. Building a Brand that Matters

2. A little about me…
2
Chief of Staff
Corporate Media/PR
Culture/Community

3. A service company that just happens to
sell shoes, clothing, handbags, and
accessories…

4. 7x
TOP 100 BEST
COMPANIES TO
WORK FOR

5. Headquarters:
Downtown Las Vegas
1500+ employees

6. 1,000+ brands
200,000+ styles
6 million items
in warehouse
100% inventoried

7. Customer Service:
What customers see first
24/7 1-800 number on every page
Free shipping/Free returns
365 day return policy
7

8. Customer Service:
What customers experience
Fast, accurate fulfillment
Surprise Upgrades
Occasionally direct to competitors’ web sites
8

9. Customer Service:
What we do internally
No call times/sales goals
4 weeks of training
Holiday helper
9

10. Customer Service:
What we do internally
Pay to Quit
Culture Book
Interviews Based on Culture
10

11. NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend or
family member?

12. NPS Scores – The Ultimate Question
• Based on your recent experience, how likely
would you be to recommend us to a friend or
family member?
93%

13. NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted you?

14. NPS Scores
• If you started your own service-based
company, how likely would you be to hire the
team member who assisted you?
92%

15. 7
Steps to
Building a Brand
that Matters
15

16. Step #1
• Decide if you’re trying to build a long term
sustainable brand
• Requires more patience with revenues &
profits in order to lay the foundation
• Decide sooner rather than later
16
DECIDE

17. Step #2
FIGURE OUT
VALUES & CULTURE
17

18. VALUES & CULTURE
• PERSONAL/COMPANY’S core
values
• Start EARLY…
• It doesn’t MATTER what the
values are.
• The most important thing
is ALIGNMENT
18

19. 1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and a Little Weirdness
4. Be Adventurous, Creative, and Open-
Minded
5. Pursue Growth and Learning
6. Build Open and Honest Relationships With
Communication
7. Build a Positive Team and Family Spirit
8. Do More with Less
9. Be Passionate and Determined
10. Be Humble
19

20. Step #3
COMMIT TO
Your culture is your brand
20

21. Commitment to Transparency:
Examples
“Ask Anything” newsletter
Extranet for vendors
Tours of our Headquarters
21

22. Step #4
VISION
“Whatever you’re thinking, think bigger.”
Does the vision have meaning?
Chase the vision, not the money…
22

23. Evolution of the Zappos
Vision
Deliver Happiness
Culture/Values
Best Customer
Service
Best Selection
of Shoes
23

24. ENTREPRENEURS:
What would you be passionate
about doing for 10 years
even if you never made a
dime?
24

25. EMPLOYEES:
What’s the larger vision and
greater purpose in their
work beyond money or
profits?
25

26. VISION
MOTIVATION
vs.
INSPIRATION
26

27. Step #5
BUILD RELATIONSHIPS
(not networking or marketing)
Be INTERESTED rather than trying to be INTERESTING
PEC – Wishez – Teambuilding
27

28. PEC – Personal Emotional
Connection

29. Wishez

30. Step #6
BUILD YOUR TEAM
Hire slowly. Fire quickly.
30

31. Step #7
THINK LONG TERM
Repeat customers
Customer service
There is no “get rich quick” formula
“Overnight” successes are years in the making
(both personally and in business)
31

32. WHAT CULTURE CAN DO FOR A COMPANY
NOV ‘09 AMAZON ACQUIRES ZAPPOS
$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING

33. 33

34. Thank you for allowing me to be
here!
Email me! Jamie@zappos.com
• Questions or Comments
• A copy of this presentation
• Tour of our office
– https://www.zapposinsights.com/tours