Building a Brand

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    01-Nov-2014
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Transcript of Building a Brand

  • 1. Building a Brand that Matters
  • 2. A little about me Culture R&D Community and Experience 2
  • 3. A service company that just happens to sell shoes, clothing, handbags, accessories, housewares
  • 4. TOP 100 BEST COMPANIES TO WORK FOR 2009 #23 2010 #15 2011 #6
  • 5. Headquarters: Downtown Las Vegas Fulfillment: Shepherdsville, KY 1500+ employees
  • 6. 1,000+ brands 200,000+ styles 6 million items in warehouse 100% inventoried
  • 7. Customer Service: What customers see first 24/7 1-800 number on every page Free shipping Free return shipping 365-day return policy 7
  • 8. Customer Service: What customers experience Fast, accurate fulfillment Surprise Upgrades Occasionally direct to competitors web sites 8
  • 9. Customer Service: What we do internally No call times/sales goals 360 Culture Reviews 4 weeks of training 9
  • 10. Customer Service: What we do internally Pay to Quit Culture Book Interviews Based on Culture 10
  • 11. NPS Scores The Ultimate Question Based on your recent experience, how likely would you be to recommend us to a friend or family member?
  • 12. NPS Scores The Ultimate Question Based on your recent experience, how likely would you be to recommend us to a friend or family member? 93%
  • 13. NPS Scores If you started your own service-based company, how likely would you be to hire the team member who assisted you?
  • 14. NPS Scores If you started your own service-based company, how likely would you be to hire the team member who assisted you? 92%
  • 15. 7 Steps to Building a Brand that Matters 15
  • 16. Step #1 DECIDE Decide if youre trying to build a long term sustainable brand Requires more patience with revenues & profits in order to lay the foundation Decide sooner rather than later 16
  • 17. Step #2 FIGURE OUT VALUES & CULTURE 17
  • 18. VALUES & CULTURE PERSONAL/COMPANYS core values Start EARLY It doesnt MATTER what the values are. The most important thing is ALIGNMENT 18
  • 19. 1. 2. 3. 4. Deliver WOW Through Service Embrace and Drive Change Create Fun and a Little Weirdness Be Adventurous, Creative, and OpenMinded 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 19
  • 20. Step #3 COMMIT TO Be real and you have nothing to fear Your culture is your brand Dont try to be someone you are not 20
  • 21. Commitment to Transparency: Examples Ask Anything newsletter Extranet for vendors Tours & reporter visits 21
  • 22. Step #4 VISION Whatever youre thinking, think bigger. Does the vision have meaning? Chase the vision, not the money 22
  • 23. Evolution of the Zappos Vision Best Selection of Shoes Best Customer Service Culture/Values Deliver Happiness 23
  • 24. ENTREPRENEURS: What would you be passionate about doing for 10 years even if you never made a dime? 24
  • 25. EMPLOYEES: Whats the larger vision and greater purpose in their work beyond money or profits? 25
  • 26. VISION MOTIVATION vs. INSPIRATION 26
  • 27. Step #5 BUILD RELATIONSHIPS (not networking or marketing) Be INTERESTED rather than trying to be INTERESTING ZCN Clubs PEC - Wishez 27
  • 28. PEC Personal Emotional Connection
  • 29. Wishez
  • 30. Step #6 BUILD YOUR TEAM If you want to go quickly, go alone. If you want to go far, go together. (African proverb) Hire slowly. Fire quickly. 30
  • 31. Step #7 THINK LONG TERM Repeat customers Customer service There is no get rich quick formula Overnight successes are years in the making (both personally and in business) 31
  • 32. WHAT CULTURE CAN DO FOR A COMPANY NOV 09 AMAZON ACQUIRES ZAPPOS $1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING
  • 33. 33
  • 34. Thank you for allowing me to be here! Email me! Jamie@zappos.com Questions or Comments A copy of this presentation Tour of our office If you happen to be in Las Vegas! Copy of our culture book Be sure to include your mailing address!