Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile.world.

Welcome back to the Agile World Podcast.

I've talked a bit over the last couple of episodes about why it's

important to create a strong brand. I talked about how it differentiates you amongst

your competitors, how it creates its own value amongst consumers, how it also sets expectations

with both current and potential customers. Today I'm going to talk about how a great

brand helps and attract the right employees. I've talked quite a bit over the last

several episodes about the external aspect of branding. And while that's critical because it drives

not only new customers, but also recurring

customers, which are very valuable, a very important aspect of a brand is attracting the

right employees and not only attracting them but retaining them.

A strong authentic brand not only helps get the right customers in the door, it helps get the

right employees in the door. And being true to a brand, being authentic

about it, helps retain customers, but it also helps retain employees. A strong brand, as I talked earlier, is not just the graphic representation, it's not just a logo,

it's not just a tagline, it's not just a vision statement.

It's a real authentic set of values that both customers as well as employees can get behind.

Those values help define the company culture.

One of the quotes that I use in my book is from Jose Gonzalez who talks about the employment

brand.

He says the following, your company has an employment brand, whether you do anything with a brand or not.

Whether you think you're branding yourself or you're talking about your employment brand

...