I am quite familiar with the many Best Places to Work lists that exist today. Primarily because 56% my clients who are implementing with Brand Integrity, for at least a year, are on or have been on one of the lists before. We've learned as much from our clients as they have from us - it truly is a partnership.

One specific thing I have learned is how truly committed our clients are to building an employer brand. They recognize the importance a strong employer brand plays in the success of their company. Their focus on branding for employees is driving millions of dollars to their bottom-line each year.

Take Wegmans Food Markets, who has been a consistent top 10 Fortune Best Places to Work company since the list's inception. Wonder if an employer brand matters - think about the bottom-line impact when you have 50-60% less turnover than the industry average. If your not imagining lots of dollar signs, go get a glass of water, splash it on your face and wake-up.

Building an employer brand enhances the power of the positive. Said another way, it increases the upbeat energy in your company and propels employees, work teams, and leaders to accomplish remarkable results.

Having a company brand strategy and subsequent brand that employees find to be meaningful and relevant leads to:

Passion and sponsorship: The right employees, motivated by the same desirable outcomes, willingly head in the same direction as the company and as one another.

A positive work culture: Internal excitement is focused on embracing change, not fighting it.

Employee commitment: Employees understand how they fit into and have an impact on the company.

Customer loyalty: Because experiences are meaningful and stimulate incredible loyalty. This happens only when employees understand the benefits customers are looking for and the uniqueness with which your company can deliver those benefits. This allows employees to connect emotionally with the brand, optimizing their ability to delight customers.