5 Small Business Branding Lessons from Zappos

Here’s a helpful summary of an article by Susan Waldman of the Washington Post on branding lessons for small business. It’s based on how Zappos, a rock star of branding, does it. The info has been boiled down and paraphrased here for a quick read. See the link at the end of this post for the full article.

So if you want to change the business in a big way, work hard on changing the culture. Culture is based on VALUES that drive BEHAVIOR which drives ACTIONS which produce RESULTS.

CULTURE > VALUES > BEHAVIOR > ACTIONS > RESULTS

Get it?

Know what you value. Hire and train for it, and make it permeate through every part of the organization.

The market’s experience of your brand should be consistent with the company culture. It makes for a consistent, sustainable customer experience.

People who enjoy what they are doing and are making a contribution tend to achieve great results.

First, gain an experience that causes you to buy in to the importance of culture. Read a book, take  Zappos tour, visit Disney World, etc. Then, commit.

Simple, right?  Want to know more? For the full story by Susan Waldman, click here.

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