We have a brand promise — a positioning statement that defines the relationship we want to create with our customers.

That promise says: Publix is the store that knows the most and cares the most about the products we sell and the people we serve.

To understand what that means, we have developed six qualities that help define our brand. They describe what we do, who we are, what it means to be Publix and what we should strive for. Last month, I focused on being aspirational. Our final trait is being connected.

Connections are what keeps people coming back. Our customers have to feel connected to us. They should be able to say, “Publix knows what’s important to me, and they work hard to earn a place in my life and my community. More importantly, I can trust them.”

Every character trait I covered this year helps us build trust and deliver on our brand promise. But when it comes down to it, you are at the core of Publix’s promise. It’s you who has a servant’s heart, who works to connect with your customers, who serves your communities and who makes Publix a family. Without your commitment, we would not be 89 years strong and have even stronger years ahead of us.

Thanks for all you do.

Todd Jones
CEO

Six essential character traits

• Honest
• Smart
• Simple
• Fresh
• Aspirational
• Connected

Read more messages from Todd.