Have a brand. Branding inspiration from Zappos.

Any day that the blue ‘Delivering Happiness‘ tour bus rolls into town is an incredible day!  Their goal is simple: To inspire and be inspired. (The perfect recipe to deliver continual happiness.)

For those that don’t know: Tony Hsieh is one of the most widely respected and successful business innovators in the new economy. As the CEO of Zappos.com, he has achieved phenomenal company growth through revolutionary approaches to marketing, human resources and customer service.

Tony has reinforced my revolutionary branding business model: It starts with passion, culture & vision (your brand), then purpose (your plan) and then profits (your results).  Get ready to Power up! with branding success tips from Zappos and (comments from The Branding Lady):

  • Vision. Figure out your passion. Chase the vision, not the money. The money will follow. (Passion and purpose first, then profits.)
  • Repeat customers. Seventy-five percent of Zappos sales come from repeat customers. (Customer service is their marketing!)
  • Transparency of operations. Maybe the data they share with vendors and other stakeholders ends up in the hands of competitors, but it also adds extra eyes helping to manage the business and feeling like partners.  (The benefits of sharing outweigh the perceived risks.)
  • Communicate core values. Employees have created a list of 10 core values and these are used to hire and fire. They include: deliver “wow” through service, embrace and drive change, create fun and a little weirdness, pursue growth and learning, do more with less, be humble. (Although theirs are really great, you need to create your own.  Make sure they align with your culture and that everyone can commit to them—every day, naturally.)

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