Why do people stay with your company?
Why do people want to work for your company?
Who are your stars; what are the common behaviors and traits that your stars possess?
What do BMW, Apple, and Southwest Airlines have in common?
They are all exceptional at linking employment and product brand. Apple hires the most creative people to make the most creative products. BMW hires people who are driving enthusiasts to build the ultimate driving machine. Southwest Airlines hires people who have “fun” in their DNA.
These three companies also excel at a practice I call tri-branding. In addition to linking both product and employment brand, they also get their customers to sing their praises or live their brand. For instance, I’m a Droid user, and I continue to be surprised at the number of iPhone friends who take delight at “trumping” my Droid apps with their own Apple apps. They’re actually living the Apple brand.