Let me tell you something that might shake things up a bit: Your brand isn’t just for your customers—it’s for your team, too. Sounds a bit simple, right? But here’s the biggest shake up—too many companies overlook this. They put so much energy into creating a brand that attracts customers, but they forget about the […]
Let me tell you something that might shake things up a bit: Your brand isn’t just for your customers—it’s for your team, too. Sounds a bit simple, right? But here’s the biggest shake up—too many companies overlook this. They put so much energy into creating a brand that attracts customers, but they forget about the people who are there day in and day out, working to make the brand a success.
Employees should not be treated as mere cogs in the machine, only to serve your goals and purpose. I’m talking about creating a brand that inspires, aligns, and fires up your team to deliver their best. Because when your team believes in the brand, magic happens for both parties. You help provide purpose, direction and growth, they provide their belief in you and commitment to making things happen. So, how do you get there? Well, it starts with developing a primal brand—one that gives your people something worth fighting for.
You know what happens when you have a brand with no purpose? Your employees clock in, do their job, and then clock out. There’s no passion, no spark. They’re just putting in time. Now, flip that around. Imagine a workplace where everyone is deeply connected to the company’s mission, where they wake up in the morning excited to work toward something bigger than themselves. And yeah, it could affect the bottom line and bring in more, but the purpose is actually to create a culture that serves the team as much as your business. That’s the power of a purposeful brand. Because you are your team.
A study by Deloitte found that 73% of employees at purpose-driven companies feel engaged, compared to just 23% at companies with no clear mission. If you want to build a high-performing, motivated team, you need to give them something worth fighting for—something they can believe in. And guess what? That’s where your Creed and Creation Story come into play.
Your Creed is your company’s mission, values, and the fundamental beliefs that drive everything you do. When your team knows and lives by these principles, they’ll own the brand. But it doesn’t stop there. Your Creation Story—how the brand was born, why it exists, and what it stands for—gives them that deeper connection. It’s not just about “what you do”; it’s about “why you do it.” And when your team believes in that “why,” they become so much more than employees—they become ambassadors of your brand.
Now, let’s talk about hiring. We’ve all seen it: companies that hire based on cost—they go for the cheapest option, hoping that the savings will somehow translate to success. But here’s the reality check: when you hire based on affordability alone, you risk bringing in people who aren’t aligned with your brand. They don’t care about your mission, they’re just there to punch the clock. So, instead of hiring for the bottom line, focus on alignment.
Start by asking the tough questions:
Hiring based on these criteria isn’t just about “getting the right people.” It’s about getting the right people who will live and breathe your brand, who will naturally become your brand’s biggest advocates and you become theirs. Your job is to give them something to believe in.
Think about it for a second—your employees are your brand. When they understand and believe in your company’s mission, they become extensions of that brand, and they are your fulfillment process. They represent it every time they interact with a customer, every time they make a decision, every time they walk out the door at the end of the day. And when they believe in what your brand stands for, that energy is contagious.
A team that believes in your brand will be infinitely more committed, more loyal, and more passionate about their work. They’ll go the extra mile because they don’t see it as “just a job.” People want to contribute, people want to feel a part of something greater than themselves.. This is why developing a brand with purpose is so critical. When your brand gives your team something worth fighting for, they’ll fight for it. They’ll become your biggest asset, helping you build a brand that not only attracts customers but attracts the right people to help you scale and grow. And you’ll become their greatest asset, providing an avenue to pursue their passion and dreams with a community that cares and makes a difference.
Side note: the best leaders make leaders, so don’t be surprised if your key employees chart their own seas and visions, you’ve done a great job if you’ve encouraged them to grow beyond.
So here’s the bottom line: You are your team. Your brand isn’t just about what your customers see or feel; it’s about the culture you build internally. If you want a brand that stands the test of time, that grows with purpose and passion, create your dream team. Build a brand that aligns with their values, that gives them something to believe in.
Remember, a strong brand is more than just a logo or a tagline. It’s the heartbeat of your company. It’s what drives you, what drives your team, and what ultimately drives your customers. So, start by asking: what does your brand stand for? What’s your Creed? And more importantly, what can you do to make sure your team is fully aligned with that vision?
Because if your team isn’t sold on the brand, neither will your customers be. Build a brand that inspires, and your team will be the ones who bring it to life.
