building a brand 2017

Building a Brand that Matters

A little about me…

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Chief of StaffCorporate Media/PR

Culture/Community

A service company that just happens to sell shoes, clothing,

handbags, and accessories…

7xTOP 100 BEST COMPANIES TO WORK FOR

Headquarters: Downtown Las Vegas1500+ employees

1,000+ brands200,000+ styles6 million items

in warehouse100% inventoried

Customer Service:What customers see first

24/7 1-800 number on every page

Free shipping/Free returns

365 day return policy

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Customer Service:What customers experience

Fast, accurate fulfillment

Surprise Upgrades

Occasionally direct to competitors’ web sites8

Customer Service:What we do internally

No call times/sales goals

4 weeks of training

Holiday helper

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Customer Service:What we do internally

Pay to Quit

Culture Book

Interviews Based on Culture

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NPS Scores – The Ultimate Question

• Based on your recent experience, how likely would you be to recommend us to a friend or family member?

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%

NPS Scores• If you started your own service-based

company, how likely would you be to hire the team member who assisted you?

NPS Scores• If you started your own service-based

company, how likely would you be to hire the team member who assisted you?

92%

7 Steps to

Building a Brand that Matters

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Step #1

• Decide if you’re 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

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DECIDE

Step #2

FIGURE OUTVALUES & CULTURE

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VALUES & CULTURE

• PERSONAL/COMPANY’S core values

• Start EARLY…• It doesn’t MATTER what the

values are.

• The most important thing is ALIGNMENT

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Zappos Core Values1. Deliver WOW Through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-

Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With

Communication7. Build a Positive Team and Family Spirit8. Do More with Less9. Be Passionate and Determined10. Be Humble 19

Step #3COMMIT TO

TRANSPARENCYYour culture is your brand

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Commitment to Transparency:Examples

“Ask Anything” newsletter

Extranet for vendors

Tours of our Headquarters

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Step #4VISION

“Whatever you’re thinking, think bigger.”Does the vision have meaning?

Chase the vision, not the money…

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Evolution of the Zappos Vision

Deliver Happiness

Culture/Values

Best Customer Service

Best Selection of Shoes

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ENTREPRENEURS:

What would you be passionate about doing for 10 years even if you never made a

dime?

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EMPLOYEES:

What’s the larger vision and greater purpose in their work beyond money or

profits?

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VISIONMOTIVATION

vs.INSPIRATION

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Step #5BUILD RELATIONSHIPS

(not networking or marketing)Be INTERESTED rather than trying to be INTERESTING

PEC – Wishez – Teambuilding

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PEC – Personal Emotional Connection

Wishez

Step #6

BUILD YOUR TEAM

Hire slowly. Fire quickly.

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Step #7THINK LONG TERM

Repeat customersCustomer service

There is no “get rich quick” formula

“Overnight” successes are years in the making(both personally and in business)

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WHAT CULTURE CAN DO FOR A COMPANY

NOV ‘09 AMAZON ACQUIRES ZAPPOS$1.2 BILLION SHARE VALUE AT THE TIME OF CLOSING

Thank you for allowing me to be here!

Email me! [email protected]• Questions or Comments• A copy of this presentation• Tour of our office – https://www.zapposinsights.com/tours

building a brand 2017

Business