Articles

Why a good brand experience is so important

In today’s world, the internet is a powerful way of communicating people’s experiences. These opinions are very accessible and widely read.

Companies are becoming increasingly transparent. They know what sort of impact an unhappy customer or employee can have if they choose to blog about their bad experience. These stories can spread very quickly and negatively affect wider consumer perception. On the other hand, a good story can reach millions of people and have an incredibly positive affect on your business. Making sure you have the right staff will ensure they positively reflect your business both inside and outside the office.

Creating the right culture will build your brand

Zappos, a shoe company, wanted their brand to be renown not only for the quality of their product but also for the very best in customer experience. To achieve this they focused on the importance of personal and emotional connections in developing the culture of their company and through this flowed great customer service, passionate employees and customers and the establishment of a strong, long-term brand.

The success of their company culture starts with their interview process. They not only look at experience and technical ability but if the person is a good cultural fit. They invite potential employees to events to get a sense of who they are outside the office and whether they connect. New employees are trained on the company’s long term vision, philosophies and culture, so they can live it every day.
Zappos commitment to their core values right from the hiring stage ensures that all their staff become brand ambassadors for the company.