5 Small Business Branding Lessons from Zappos
Alan Robezzoli • July 21, 2012
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.
#1. Culture is Everything
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?
#2. Know How to Build Culture, Then Do It
Know what you value. Hire and train for it, and make it permeate through every part of the organization.
#3. Make the Internal Culture and the Brand the Same
The market’s experience of your brand should be consistent with the company culture. It makes for a consistent, sustainable customer experience.
#4. Make Happiness a Core Goal of Your Culture
People who enjoy what they are doing and are making a contribution tend to achieve great results.
#5. Know How to Start Developing and Managing Your Own Successful Culture
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.
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