Power to the People Will Build Your Brand

The president of our firm told me an interesting story about one of her shopping experiences last week-end. She and a friend went to Nordstrom's to do some Spring clothes shopping and met a wonderful salesperson who gave them terrific service and made their shopping experience fun and memorable. Not surprising since Nordstrom's brand promise is exceptional customer service - every time.

What did surprise her and her friend was that, after they were done shopping, the salesperson asked if they'd had lunch, and when they said they hadn't, she gave them passes to eat free at the Nordstrom Cafe. Both of the ladies were so impressed and grateful that they sent her an e-mail thank you. And both of them have been talking about it to their friends and colleagues ever since.

What a great brand ambassador that salesperson is for Nordstrom's! And you can bet that those ladies will come back - with more of their friends. Not only did this salesperson deliver on Nordstrom's brand promise, but she also exceeded her clients' expectations. And in the process, enhanced the brand's image and built customer loyalty.

What Nordstrom's will get in terms of brand building is well worth the cost of the two free lunches at their Cafe. But none of this would have happened if Nordstrom's hadn't empowered this employee and given her the tools to deliver the brand promise of exceptional service - in this case, by offering her customers free lunches.

Visionary marketers, like Nordstrom's - and Kraft Foods, XM Satellite and John Deere, to name a few - are building their brands by involving and empowering their employees because they know that brand value, and therefore, increased company value, is created and delivered by employees. How about you?