CREATING CULTURE – 3 BADASS BRANDS TO LEARN FROM
CREATING CULTURE – 3 BADASS BRANDS TO LEARN FROM
Now, more than ever your brand’s culture is just important as your brand itself. When employees are happy with not just their work, but their environment, they are more likely to be successful in their roles. A happy successful employee is the best form of marketing you can have. Because of the rise of social media, when you invest in them, they are likely to publicize their experience, which drives brand awareness. With this strategy, you can easily get more out of your employees and make your accountant, your front desk receptionist, and your office intern into a whole-hearted brand ambassador.
When so much positivity is being shared publicly, others want to take part. Leading by example attracts similar candidates and sets an expectation to adapt to that environment upon being hired. When your brand has a strong reputation as a “Best Place to Work”, your recruiting efforts and costs plummet because less outbound marketing needs to take place in order to find a quality candidate.
Not only does a good culture lead to more productive employees, but it also saves you money. According to the American Institute of Stress, the stress in the workplace can cause 50% more voluntary turnover. Keep in mind with each lost employee, training, recruiting, loss of expertise and lower productivity can cost approximately 20% of the overall employee’s salary (Harvard Business Review, 2015). When putting money aside, if a significant amount of turnover is occurring, it’s a challenge to keep consistent brand values, dedication, and loyalty alive.
How can you achieve the ever-elusive title of “good culture” in your business? Take note. These three badass brands have managed to not only provide a better culture for their employees but their customers as well.
- DUTCH BROS COFFEE
“Coffee is the medium, but we’re in the relationship business.” —Dane Boersma
If you’ve ever gone to Dutch Bros. Coffee you not only have had a good cup o’ joe, but you likely have experienced their persistent positivity. When you drive up to the window, you suddenly have made, one, two, or ten new friends—or at least it feels that way.
While many things are different about Dutch Bros. Coffee from competitors like Starbucks and Caribou, the Dutch Bros. service-first experience is their true brand differentiator. Their employees are trained to invest in both customers and each other, get to know them and make a positive impact on their day. Don’t get me wrong, their coffee is delicious, but coffee is coffee. What keeps me coming back is the brand experience.
I’ve never seen a brand live up to their core values so effectively and consistently across dozens of branches throughout multiple states. How are they able to provide such a consistent brand experience? Because of the fun, positive environment, they have a significant amount of applicants, which allows them to pick the top employees that match their brand standards. Since there is no shortage of available workers, no one is forced to work more than they can handle, which keeps workplace stress at a minimum.
“People want direction on where they are going, not micro-direction on how to get there.” —Simon Sinek
There is a human need to be a part of something bigger than oneself—to work towards a goal, to make a difference. The problem is, most people fall into the trap of having too much or too little freedom to make a long-term impact when working alone. People need direction; people need community.
Hubspot is a believer that they need to serve their employees, give them the tools to be successful, and let them drive their own future. For Hubspot, as long as their employees are driving positive results and delighting customers, everything else is optional. With an unlimited vacation policy, Hubspot employees are allowed to work whenever, and wherever. Even with a perk that most companies would deem a risk factor, this policy makes sense for Hubspot. Hubspot has employees worldwide; everyone is expected to stay connected via their online community. The trust and transparency between Hubspot and its employees is appreciated and builds employee loyalty, thus propelling Hubspot’s mission further, faster.
- SOUTHWEST AIRLINES
“You have to treat your employees like customers.” —Herb Kelleher
Bags flying free is not the best thing about Southwest Airlines, it’s their employees. While the experience of actually flying on an airplane is fairly similar between brands, the Southwest personal experience is not. Southwest actively celebrates its employees, serves employee’s families, asks for regular feedback, and rewards employees regularly. Because their employees feel appreciated, this translates to better customer care in all areas like customer service, ticketing, boarding, in-flight, and online. Customers that are handled consistently with care throughout the entire process are likely to become repeat customers, which alleviates some marketing costs, helps to keep prices low and boost profitability. The money that is spent on creating a happy team of employees is quickly refueled by the profits created by their increased productivity.
Creating a company with a good culture is hard—however, with dedication and the right mindset a good culture is achievable for any brand. As you’ve seen from the three badass brands above, when you serve your employees, encourage an environment that is persistently positive, invite your employees to be a part of your mission, give them a goal to work towards, and celebrate them regularly, you are likely to develop, grow, and sustain a long-lasting, productive culture.
WELCOME TO THE JOURNEY. TOGETHER WE ARE CHANGING THE BUSINESS WORLD THROUGH SELFLESS SERVICE.
Live selflessly, authentically, and work to apply selfless principles to your daily life.