Chapter 3: Why Employees Are the Lifeblood of Brand Experience
Great brands are built from within
In a thriving hive, worker bees play a crucial role in building, sustaining, and protecting the colony. In the business world, these worker bees take two forms: employees and customers. Both are essential for brand sustainability. We cover the employee brand experience in this chapter.
An Oldie but a Goodie
One of the most famous examples of the power of employee experience is Google. Although much of its culture has evolved, the company’s early commitment to employee engagement played a massive role in making it one of the most successful brands in the world. From innovative workspaces designed to foster creativity to policies like “20% time”—which allowed employees to dedicate part of their workweek to passion projects—Google became known as a place where employees were encouraged to think big. The employee experience wasn’t just about perks; it was about fostering an environment where people could do their best work, which in turn shaped Google’s brand identity. While the company has changed over the years, the legacy of prioritizing employee engagement as a growth driver remains a powerful lesson for businesses today.
Employees must buy into the vision and purpose of the company, living and embodying the brand every day. The strongest organizations cultivate engaged employees who are more than just workers—they are ambassadors, problem-solvers, and the true drivers of brand experience. Not only are they your front line delivering on the promises you make, but they are the stewards of your brand.
But this doesn’t happen on its own. Building an employee experience that tells the brand story allows organizations to transform employees into brand ambassadors and strengthen company culture. In Chapter Two, we discussed Simon Sinek’s famous idea that people don’t buy what you do—they buy why you do it. Having a clear employee experience helps communicate to the world what your brand is all about.
When Employees Believe, You Foster Alignment
The most powerful brands don’t just sell a product; they create a movement. And movements start from within. When employees deeply connect with their company’s purpose, they become the brand’s strongest advocates. Great brands understand that employee engagement isn’t just an HR initiative—it’s a brand strategy. Here’s how:
Attract the Right Talent
It’s easier to gain alignment when you bring in people who share your values. To attract like-minded individuals, you must intentionally promote your purpose—just like bees recruit others to food sources using scent and the famous waggle dance. If you want people to follow your vision, you have to attract them.
One company that nails this is Ben & Jerry’s. This fellow B Corp has made its values abundantly clear, creating a movement that attracts customers and employees who believe what they believe. Check out this recent TikTok they shared:
@benandjerrys We’ve spent 46 years fighting for a more just world for ALL and year 47 will be no different. Your voice matters more now than ever. Sign up to join the movement and take action with us and our partners at the link in our bio. ✊🏿✊🏾✊✊🏼 #benandjerrys #justice ♬ original sound - benandjerrys
Ben & Jerry’s employees aren’t just selling ice cream; they’re advocating for causes that matter, strengthening their emotional connection to the brand and its customers. The relationship employees have with a company is deeply influenced by the causes it supports and how those causes are communicated.
Empower Employees to Live the Brand Authentically
When you attract, train, and empower employees to live your brand values, they become brand ambassadors—a great example is Southwest Airlines.
Historically known for allowing employees to bring their personalities to work, Southwest’s strategy deepens their connection with customers. Employees feel empowered to be themselves, strengthening Southwest’s brand experience in an authentic way.
And yes, there’s a bee connection here too. Research shows that individual honeybees exhibit distinct personalities—some are adventurous, others are more cautious. The lesson? Not all employees are the same. The best brands find their employees’ “sweet spot” and maximize their strengths as ambassadors.
Building Your Hive
Hopefully this blog showed the importance of including employees as part of your brand experience.
As we continue our exploration of worker bees, our next chapter will focus on customers—the external force that keeps the hive thriving. Just as engaged employees bring a brand to life, passionate customers become its heartbeat, transforming from buyers into believers.
Related hive blogs
Chapter 1: Introducing the Hive Experience
Chapter 2: Vision Rules the Hive
Are you ready to REGROUP?
REGROUP is a full-service, independent brand transformation agency. We help complex organizations gain alignment under one unified marketing strategy through our brand and performance solutions.
Andre Mello is the VP of Engagement and Growth at REGROUP. With over 25 years of marketing experience in the franchise and financial services sectors, Andre is passionate about creating thriving hives. Reach out to him directly.
Related hive blogs
Chapter 1: Introducing the Hive Experience
