Retailers discuss branding and employee empowerment

When it comes to building the brand and crafting a culture to drive a robust customer experience, customer loyalty and grow the business it’s akin to building a ‘cult,’ but in a very positive way. As three successful business owners and founders explain, it's never too late to start building the culture and company leaders must consistently assess, review and infuse 'culture' change when necessary.

That’s the advice of three panelists who headlined the "Building Your Brand Culture" session at the Fast Casual Executive Summit event held in Miami in late October.

The ‘cult’ approach, explained Kathleen Wood, co-founder of Suzy’s Swirl, a frozen dessert operator, is tied to four elements: clarity, understanding, leadership and teaching.

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