The Golden Rule of New Branding

37Signals makes lean, simple software. They’ve also created a lean, simple structure and business model in which their employees don’t need to work from an office and they don’t even have to produce a physical product to complicate things. The idea of being effective and straightforward is not just a marketing tacked on to their product, it’s a philosophy that runs throughout the company.

Similarly, the Zappos culture of a little weirdness and intense people-focus (made manifest in their famed customer service and 365 day free return policy) begins with the company’s employees, who are such advocates for the company that they all rejected the $2000 offered to them to walk away from the company after training. If you don’t absolutely want to be there, then Zappos would rather know about it and let you go.

It’s nothing new to say that consistency in a firm’s strategy is paramount. It is, however, worth noting that in the world of Web 2.0 the sheer number of ways in which people can interact with your company – and the number of unofficial, uncontrollable information sources that can be found online about you – mean that any inconsistency at any point in the company will likely be found out.

If you’re promoting a simple product that is all about less clutter, you can’t have a cluttered company structure. If you promote your passion for people, you can’t treat your employees badly. In fact, you can’t even treat them well. You have to treat them fantastically, to make them want to shout about their love for their jobs. It’s not just about integrated, consistent marketing, it’s also about a visible consistency throughout the company.

No more brushing things under the carpet, as it were. There is no carpet anymore. What goes on behind the scenes should be as effective a marketing tool for your company as your super-expensive ad campaign.