Monthly Archive: July 2013

Build A Great Brand By Engaging Your Staff and Living Your Company’s “Why”

How does a company inspire true passion and loyalty in its workers?


It’s more than an operational mandate today, happy workers are the key to how a company is perceived by its various constituencies.

Yet, according to Gallupnew data from Gallup, very few companies have a decent answer to the fundamental question at the heart of their enterprise.

The vast majority of U.S. workers, 70%, are “not engaged” or “actively disengaged” at work, meaning they are emotionally disconnected from their workplace and are less likely to be productive.

Actively disengaged employees alone cost the U.S. between $450 billion to $550 billion each year in lost productivity, and are more likely than engaged employees to steal from their companies, negatively influence their coworkers, miss workdays, and drive customers away.

That’s a lot of needless waste. It’s also where marketing meets operations, or more aptly put, this is where operations turns to marketing for help.

Gallup found that a mere 41% of employees feel that they know what their company stands for and what makes its brand different from its competitors’ brands. I am not surprised by this number, but I am horrified by it. Six in ten people don’t know what their company’s stands for or what makes it special? That’s a crime.

Brands are inside-out propositions. You start with the core values of the company and its founders. Why you’re in business is everything. A company’s “why” ripples outward and informs the how.

My suggestion is make sure your staff knows your firm’s core values, and its reason for being. You want to convey these things to your prospective customers too, but first things first. Give your people a compelling reason to show up in the morning and that reality on the ground will soon propel your brand and your company to new heights.

Images of public mural in Eugene, OR c/o Oregon Blue Book

Previously on Bonehook: Drop the What, When and Where. Let’s Talk About How and Why You Do Business.