Three ways to unleash the power of people in your business.
A new brand strategy is a transformational leap into the future. Yet, around 70% of all business transformations fail— not because of poor strategy, but because the people who have the power to make it a success - the employees - aren’t behind it. For a rebrand to succeed, it must resonate with the very people who bring it to life every day.
When employees truly believe in where a brand is heading, they evolve into its most powerful advocates. This isn’t just an internal gain; in today’s world, where consumers crave genuine connection, brands that put people at the heart of their purpose create a lasting impact both inside and outside the workplace. A people-first approach isn’t just a nice-to-have, it’s the key to meaningful change.
1. Inspire
A successful brand strategy starts with articulating your brand's core promise in a way that unites the business. But to fulfil this, your employees need to understand, believe in, and buy into where the brand is headed.
Consider purpose-driven brands like Lush and Patagonia. These companies hire people who already align with their missions—Lush’s staff champion social causes, while Patagonia employees are as dedicated to environmental preservation as the brand itself. For these brands, purpose isn’t optional; it’s woven into each employee’s experience.
Even if your brand isn’t activist-oriented, the goal remains the same: to foster deep engagement and belief in your mission among your employees.
2. Connect
People feel connected to a brand when they can play their part in bringing the vision to life. When employees see the impact of their efforts, they’re motivated to innovate and give their best because the brand’s growth feels personal.
John Lewis exemplifies this commitment with its employee-owned structure, giving every team member a stake in the brand’s success. This fosters a genuine sense of responsibility and pride, creating a brand story that is told from the inside out.
3. Empower
Your employees are powerful - but they need to feel that to play their part every day. Some brands formalise advocacy through programmes that encourage employees to share their stories. Adobe’s “Social Shift” initiative empowers employees to become authentic brand storytellers on social media, naturally drawing in customers and potential talent.
Brands like Google illustrate the power of trust and creativity, notably through their “20% time” policy, which allows their people to work on passion projects. This policy has led to significant innovations like Gmail and AdSense—proof that empowering employees to explore their ideas can have game-changing results.
Buy-in is your superpower
Not every brand has a “save the world” mission, but any company can foster buy-in by aligning employees around a shared vision and values. Whatever sector you're working in from fashion and sport to charity, logistics or private equity, engaging your team goes beyond benefits packages. It’s about inspiring trust, inviting contributions, and making every employee feel part of the journey. When people believe in a brand, they don’t just work for it - they live it.
