One of my mantras is “provide every company employee with an understanding of the brand strategy.” A brand strategy being the organizing principle that drives value. Bank account value. Which is fed by perceived consumer value. When employees know the brand strategy, the good ones pursue it, use it and think about it — even on weekends.
At Zude, a start-up I was a part of in the web space, the brand strategy was “the fastest, easier way to build and manage a website.” The CFO of Zude Jeff Finkle used to say that every employee walking to their car at night should ask his or herself “What did I do today to make Zude a faster, easier way to build and manage a website?”
When Larry Page took over from Eric Schmidt as CEO of Google, he declared this as a company mission: “To get Google to be a big company that has the nimbleness and soul and passion and seed of a start-up.” Not a brand strategy. It’s an operating or operations strategy. Certainly it’s laudable and good business. Certainly employees can ask themselves as they leave the building if they passed the litmus. But it’s inward focused and brand strat needs to be outward focused. Beware the difference. Peace.