If you want to boost your employees' level of job satisfaction and loyalty, then a clearly communicated brand vision is the place to start. This will give them a greater sense of purpose. It will empower them to make a difference in the world and allow them to become a part of something greater than themselves without losing themselves in the process.
One of the best ads ever made doesn't show the product. There's not a computer in sight. No mention of megahertz and features. Not even benefits of owning an Apple computer. And yet, nearly 40 years later, we're still talking about it. That's the power of communicating a brand vision.
Henry Ford's vision catapulted the Ford Motor Company to the top of the automobile industry in the early 20th century. Because of his vision of a car in every garage, he adapted the moving assembly line process to car manufacturing. This enabled his company to make, market, and sell their crown jewel - the Model T at a significantly lower price than any of their competitors. For a while, Ford was the face of innovation.
A brand is a mental space a business, organization, or even a person holds in people's heads. It's a perception, a feeling. But also a promise. If people buy your product, they do so with a set of expectations. No one buys an iPhone expecting it to break down in two weeks. Apple promises that won't happen, and they keep that promise to a reasonable enough degree.
It's 3 AM. The hour of poets, artists, writers, and passionate lovers. No people bustling around, talking on the phone or shouting at their kids. No cars speeding through the busy streets like workers in an ant farm. It's quiet. Only a powerful thunder occasionally breaks the silence with a loud roar, as if to remind me the outside world still exists.