Every employee within a company should understand his or her specific role in delivering the brand's value to the consumer.
The person at the FedEx warehouse knows their role in ensuring the brand's guarantee of overnight delivery. The software engineer developing new tracking systems understands how crucial it is for a FedEx customer to be constantly reassured that the guarantee is real.
The people answering the phones at Zappos - the brand "powered by service" - have a smile in their voice and are sincerely excited to help. It's a tone that personifies their promise by making it part of the experience.
It begins by making sure every single employee understands how his or her specific job supports the brand's overall mission. It culminates when employees exemplify the brand's specific idea of value.. A brand breaks fewer promises and the brand message is reinforced over and over again with the consumer. Employee accountability and pride escalate as your workforce lives the brand.