What Great Brands Do: The Seven Brand-Building Principles That Separate the Best from the Rest

The Heart of a Brand Beats Within Its Culture

Imagine a lighthouse standing tall amidst a stormy sea, its beam cutting through fog and darkness, guiding ships safely to shore. This lighthouse is not just a symbol; it is the source of safety and direction. Similarly, the heart of a great brand beats within its internal culture, illuminating every action and interaction. Your brand is not merely a logo, a tagline, or an advertising campaign—it is the lived experience of every person who touches it.

Consider a global technology company that once faced the brink of collapse. Over decades, its culture had drifted into complacency and arrogance, eroding the very values that made it special. To revive itself, the company launched a bold initiative: a 72-hour open dialogue inviting tens of thousands of employees worldwide to share their thoughts on what the brand should stand for. This unprecedented engagement yielded over a million messages, reflecting the collective soul of the organization. From this rich dialogue emerged renewed values emphasizing dedication to client success, innovation that matters, and trust in relationships.

But culture is not just about lofty ideals. It is about how employees behave daily—how they solve problems, interact with customers, and make decisions. Tools like Brand Toolboxes translate abstract values into concrete behaviors, guiding employees with clear examples and decision frameworks. Imagine a deck of flashcards that distills brand values into actionable steps and stories, easily accessible at each desk, reminding every individual how to be 'on brand' in their role.

This culture extends beyond employees to suppliers, agencies, and investors. A furniture retailer, for example, codified environmental and labor standards into a comprehensive code of conduct for its global suppliers, ensuring that every link in the chain reflects its brand’s commitment to sustainability and quality. When external partners share your brand values, they become lenses focusing your brand’s light to the outside world with clarity and power.

Culture drives the business by unifying and motivating stakeholders. A grocery chain renowned for exceptional service invests heavily in employee training and experiences, sending workers on trips to see food origins firsthand. This deep connection to the product and brand mission translates into knowledgeable, passionate staff who create 'telepathic levels of customer service.' The result? Customers receive experiences no competitor can replicate, reinforcing loyalty and brand strength.

Yet, culture alone is insufficient if it remains internal. The true test is whether customers feel it in every interaction. Great brands execute their brand promise first and communicate later, ensuring that marketing messages are credible and backed by real experiences. This approach builds trust and lasting relationships, setting the stage for sustainable growth.

As we transition to our next insight, consider how great brands transcend selling mere products, focusing instead on emotional connections that inspire and endure.