The post includes Tony’s thoughts on brand and culture.

We believe that your company’s culture and your company’s brand are really just two sides of the same coin. The brand may lag the culture at first, but eventually it will catch up.

Your culture is your brand.

Tony also describes how Zappos intentionally builds the company’s culture.  A company culture and company brand that are all about the very best customer service and the very best customer experience.

- Zappos hires based on cultural fit.

- All new employees go through an extensive 4-week training program.

- All new employees are offered $2000 to quit during training.  They want to make sure that employees are at Zappos for more than just a paycheck.

- All new employees spend 2 weeks answering phone calls from customers.

- The CEO is committed to the company’s 10 core values.  He lives out the core values in a transparent way.  He hires and fires based on the core values.  He communicates the core values to both employees and customers through blogs and Twitter (@zappos).

Brand and culture are now two sides of the same coin.  An organization will have a culture.  The culture can be intentionally designed or the culture can just organically develop over time.  By intentionally designing the organization’s culture, an organization will also be intentionally designing a desirable brand.

Do you agree that culture and brand are as connected as Tony Hsieh describes?

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