Compare Fortune magazine’s 2012 “100 Best Companies to Work For” against their list of “100 Most Admired Companies,” and you’ll see brand names that lead their categories: Google, Intel, Accenture, American Express, Nordstrom and Starbucks. All share a spot on both lists, and it wasn’t coincidence or luck.
Something magical is happening at these companies that goes far beyond profit and growth. There are leaders at the helm who understand the value of nurturing their brand while fostering a culture conducive to peak performance. Employees don’t rank their company as the best to work for unless they have passion for what they do and are working for a respected brand in their industry.
These are the leaders interviewed by Fortune, Forbes, Fast Company and Harvard Business Review for the purposes of sharing their insights and secrets with salivating entrepreneurs and CEOs. They have developed a knack for inspiring their people to give their best, day after day, month after month and year after year. They know how to retain top talent and keep them engaged.
In times of growth, they enjoy the luxury of handpicking and hiring only the best as everyone wants to be a part of their brand. It’s a very fortunate place to be, especially when other companies gripe about the shortage of “good people.” These are also the leaders who have created brands that lead their respective categories.
Every company, yes, every company has the potential to be known as a best and most admired company, and it must start with unrelenting focus on brand development.
1.  Define who you are, how you’re different, why you exist and what you are capable of becoming.
2.  Communicate the who, how, why and what throughout your organization.
3.  Structure and organize an internal brand adoption process
4.  Promote your brand relentlessly.