Tony Hsieh, CEO of Zappos.com, kicked off South by Southwest Interactive 2009 by discussing the convergence of brand and company culture. Ultimately, culture and brand are the same thing, so a successful company must identify its core values and make sure that those values and the personal values of those who comprise the company are in alignment.
(Hsieh’s comments on values and culture echoed the work of Richard Barrett, author of Building a Values-Driven Organization: A Whole System Approach to Cultural Transformation, whom I met last year when he held an organizational development seminar here in Austin.)
Zappos has made superior customer service its primary goal. They offer a 365-day return policy, “surprise” upgrades to free overnight shipping, and 24/7 warehouse operations to ensure that products are shipped on time. Zappos does not rely on traditional advertising; instead, they aim to convert happy customers into brand ambassadors who spread the word far more effectively than a banner ad or a commercial. The money that might have gone toward advertising is invested in company culture.
Hsieh outlined seven steps to building a successful brand.
- Decide if you are willing to build a long-term, sustainable brand.
- Figure out your values sooner rather than later. Build a team whose personal vales are aligned with corporate values.
- Commit to transparency.
- Chase the vision, not the money.
- Build relationships (as opposed to networking).
- Build your team thoughtfully.
- Think long-term.
