The Secret Behind All Great Brands

Posted by KimCooper on April 24, 2014

Great brands do more than sell a product or deliver a service. They create memorable experiences, inspire us to make a change or motivate us to live a certain way. It’s these sustainable brands that stand out from the competition and offer something more than the company down the street with a similar product.

great brands

This encouraging mindset often is expressed in a company’s mission statement or tagline, but it’s the employees who bring the vision to life and communicate it to customers through their actions. In order to be successful, brands must develop a culture that creates believers out of its best ambassadors – the employees – and empowers them to tell the story of their brand

An example of a brand that consistently delivers on its mission through its employees is Chick-fil-A. The customer service at this fast-food restaurant is extraordinary,but how do they do it? What makes it different? Simply put, Chick-fil-A empowers employees to not just sell chicken sandwiches but interact with customers to create a remarkable experience. Take a look at the video Chick-fil-A shows to new hires.

So, the big secret? The employees who become brand ambassadors for the company’s mission and purpose. Below are a few tips that companies should keep in mind as they work to transform employees into their secret weapon:

  • Humanize your company. Your company should be authentic and genuine with everything it does. Customers want to know that you value them, not just their wallet.
  • Take the time to properly train employees. This goes beyond training them on their day-to-day responsibilities. Companies must take the time to educate employees on the past and future of the company and what makes it different.
  • Encourage employees to interact with customers and not just focus on the product or service. Competition is everywhere. In the Chick-fil-A video, they encourage employees to build relationships to keep people coming back because they realize that the reality is that customers have many options if they want a chicken sandwich. It’s those differentiators that set Chick-fil-A apart from the rest. What is your company doing to set itself apart from competition?

What are some ways that your favorite brand stands out from the competition? Tell us in the comments below, or tweet your responses using the hashtag #mcgblog.