A brand vision is only as strong as a corporation’s ability to gain internal adoption of it. In other words, how well does the vision translate into and help form company culture.
We strongly recommend going beyond the typical list of: respect, integrity, teamwork, communication etc. You want to personalize these aspects to reflect and guide your unique organizational culture.
Zappos achieved great success by differentiating through service. However, this was not done in vacuum, but rather with a deep understanding of how culture can truly align and drive an organization.
According to Tony Hsieh, CEO, Zappos, “We’ve been asked by a lot of people how we’ve grown so quickly, and the answer is actually really simple… We’ve aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy”.
The Zappos Family Values:
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
“Zappos is a service company that just happens to sell shoes. My passion is delivering the best customer service. In 10 years, people won’t realize that Zappos sells shoes.” Tony Hsieh, CEO, Zappos.
From Mr. Hsieh’s lips to the mindset of every Zappos employee, customer service has been the company’s primary pillar. We’ll explore best practices for internal adoption of a brand vision in an upcoming post.
Tags: brand, brand positioning, brand vision, branding, business strategy, company culture, organizational culture, tony hsieh, vision statement, zappos
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