70% of buying decisions are based on positive human interaction. Yet many companies overlook their most important brand asset: their employees.

Employees are the lifeblood of a brand. They make it personal. Their passion -- or lack of it -- is what customers remember. And the key to passion is in understanding and embracing the brand's purpose.

Purpose precedes Passion

Purpose involves "the big picture."  It is something to believe in. Many companies call it a "mission."  We call it a promise. For example:

• Disney's employees would tell you their job is "to make  dreams come true."
• Quest Diagnostics -- whose biggest activity is performing routine blood tests -- would say they "provide diagnostic insights" to guide medical decisions.
• Investors Savings Bank is in business to responsibly and ethically help its stakeholders prosper: employees, clients, stockholders and communities.
• And Horizon Blue Cross Blue Shield employees, who process insurance claims,  are "Making healthcare work."

Such beliefs imbue even the smallest task with a sense of purpose.  That's because people care more about working for a cause than a company. 

Keep the fire burning

Once aroused, passion must be sustained.  Here are some ways to do it.

• Let your employees know what your purpose -- or promise -- is.
• Explain what you're out to achieve and what role they play in the achievement.
• Remind them on a daily basis.  Use your intranet or send a short email a day to reinforce why they are important.
• Let them know what you're planning.  Involve them in your brainstorming.
• Always share advertising with them before it runs publically.

Use every communication and interaction to let them know they are valued. Employees are the lifeblood of your brand and how you continually inspire them will pay dividends for years to come.

This column was inspired by Lee J. Colan's book, "Engaging the Hearts and Minds of all your Employees ... How to Ignite Passionate Performance for Better Business Results. 2009"