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Brands with Purpose

The document discusses the importance of a company's purpose as a means to connect with employees and customers. It highlights examples from Starbucks, Airbnb, John Deere, and Virgin Money, illustrating how each organization integrates purpose into their culture to enhance employee engagement and customer satisfaction. The text emphasizes that leaders must communicate the company's purpose effectively for it to drive passion and commitment in the workforce.

Business◦
Related topics:
Talent Management•Employee Engagement Strategies•Employee Recognition•
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Your company’s purpose doesn’t just state what you hope to accomplish, but declares who you are, and why you exist to the world. Brands with Purpose
Discover how the following companies use their inspiring purpose to bring out the best in their employees.
“ To inspire and nurture the human spirit—one person, one cup and one neighborhood at a time.”
With a focus on community (and coffee) Starbucks created a purpose that both customers and employees can connect to. They put their purpose into action with the opening of their first U.S. location dedicated to using American Sign Language in Washington, DC.
“ Belong Anywhere.”
Their new company promise was designed in 2007 to help customers and employees feel like they belong with Airbnb. They created a new brand identity, in- cluding a new symbol to represent this shared pur- pose. From a globetrotting customer in Panama, to heads down employees in the office, they created a community where individuals feel welcome, respected, and appreciated no matter where they might be.
“To help feed the world.”
When John Deere started in 1837, their purpose wasn’t just to sell tractors, but that the purpose of every piece of equipment they sold would help feed the world. John Deere connects their employees to a humble be- ginning and overall purpose on their first day of em- ployment. Every onboarding employee at John Deere is given a small green tractor to symbolize how their new job is bigger than just farming equipment. It’s a simple gift with a powerful promise.
“Changing business for good.”
The driving force behind their purpose is simple, if you take care of your employees, they will take care of your business. At Virgin Money in the UK, their pur- pose is deeply rooted in the culture and decision making across the bank. The CEO makes all business strategies aim to ensure that customers, employees, and even shareholders benefit in a balanced manner. As a result, their employee engagement scores almost doubled, and customer satisfaction rates shot up.
“To have purpose means the things we do are of real value to others.” SIMON SINEK
It’s the role of any leader to ensure their employees know exactly what the company’s purpose is and how their individual responsibilities contribute to it. Because when purpose is put into action, employees work with a passion and commitment that customers can feel.
Learn more about why finding purpose is essential to your workplace culture by downloading the Global Culture Report on octanner.com. Brands with Purpose