Those organizations that have developed a brand strategy often make use of a brand book to help guide their brand champions ability to live the brand. These publications include a listing of the organization's mission, core values, brand platform and related aspects of the organization. In other words what is expected from an employee to support the organization's brand culture.
Two of the best that I have seen are the Starbucks green apron book and the Zappos.com culture book. The green apron book is a small pocket size easy to carry publication that employees can refer to in helping them understand their role in making a difference in someone's day at Starbucks. The culture book is a thick publication that includes employee stories related to the Zappos.com core values.
Whatever approach an organization takes in terms of design and content, online or offline, a brand book is a worthwhile investment to ensure your employees understand your mission and core values, and help them realize how to live your brand. Employees are arguably your most important brand champions.
Rex Whisman
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