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FreedomVoice - Defining Our Culture
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FreedomVoice - Defining Our Culture

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Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.

Utilizing the Brand Identity Model as a basis for defining our company's internal culture we were able to develop a framework. The framework acts as our guide with all things FreedomVoice.

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  • Today we have a short presentation on defining our company culture. As we are today as a company, and as we grow, defining our culture as well as our ambitions will help us to do a better job managing existing staff as well as attracting better people to FreedomVoice.To promote a company culture our challenge became how to define company culture. And so we set off to understand how to define company culture.
  • So what is culture?A set of shared beliefs,values and practices
  • We understood culture as living values.
  • We looked at companies with not only successful brands but successful cultures
  • We understood the need to define our core values in a meaningful was key to figuring all this out
  • We found the Brand Identity Exercise. The Brand Identity Exercise was created Jean Kapferer an international brand expert. I discovered a presentation that was given at UC Berkley and Notre Dame and shared it with the team. We chose to use the exercise as other companies have to help define our culture.
  • Why Brand Identity?From a marketing perspective each brand has a external brand identity. That thing people connect with.Internally. Great brands also create that same connection point for their employees.
  • Externally one of the waysBrand Identity is expressed is through your people and as a service company that’s paramount! We see culture as a key component of that.
  • This is the Brand Identity Model. It’s purpose it to help companies establish a culture framework by defining 7 key elements.
  • Keep in mind that the Brand Identity we’re talking about is for internal consumption.The purpose of the Brand Identity Model exercise we went through was to help us find a way to organize and focus our internal identity!
  • Just to run through what the seven elements helped us define.
  • With each one of these elements we spent the time and walked through several iterations as a team to hone in on the best possible answers.
  • So what does it all add up to?
  • So this is our brand identity model. This our culture framework.Using this as our culture framework the first output from the team we developed is the FreedomVoice Culture Code.
  • Today we have a short presentation on defining our company culture. As we are today as a company, and as we grow, defining our culture as well as our ambitions will help us to do a better job managing existing staff as well as attracting better people to FreedomVoice.To promote a company culture our challenge became how to define company culture. And so we set off to understand how to define company culture.

FreedomVoice - Defining Our Culture FreedomVoice - Defining Our Culture Presentation Transcript

  • DEFINING OUR CULTURE
  • WHAT IS CULTURE?A set of shared beliefs,values and practices.
  • CULTURE isLIVING VALUES"The value of your company is driven by your companys values.”Howard Schultz, Starbucks
  • "Companies that enjoy enduring success have core valuesand a core purpose that remain fixed while their businessstrategies and practices endlessly adapt to their changingworld."James Collins – Good to Great
  • BRAND IDENTITY EXERCISEBrand Identity helps to define how the companyplans to leverage its brand in order to reach itscorporate vision, uphold its corporate values andachieve its corporate mission. Thus, brand identityis how the company wants its brand to beperceived.
  • WHY BRAND IDENTITY?The more meaningful people find your marketing,the more theyll be willing to pay for your stuff, andthe more loyal theyll become to your brand.Theyll make more of an investment in your brandemotionally, and theyll be more motivated tochoose it and spread the word about it.[This applies to employees to.]
  • BRAND IDENTITY ISEXPRESSED THROUGHPeople (Culture)Products & ServiceMarketing CommunicationYour BRAND image is the outcome of these
  • BRAND IDENTITY7 ELEMENTS• CAPABILTIES• PERSONALITY• INTERNAL CULTURE & VALUES• SHARED VALUES & COMMUNITY• NOBLE PURPOSE• ASPIRATIONAL SELF-IMAGE• RALLYING CRY** Based on Brand Amplitudes model based on Jean-Noel Kapferer’s "Brand Identity Prism."
  • Brand Identity is meant for internal consumption.Once developed, the best practice is to internalize itup and down the organization, so that everyonemaking decisions that impact the brand is workingfrom the same understanding. Strong brands havewell-defined ‘edges’ everyone in the organizationknows where the edges lie and how to respectthem.
  • CAPABILITIES: What do we do?Capabilities describe what the brand has to do wellto win with customers. This usually means how itperforms relative to what customers want and needfrom the category.Capabilities often include ideas like ‘quality’,‘innovation’, ‘reliability’, ‘service’, and ‘selection’,and are what should come to mind first whenstakeholders think of the brand.
  • PERSONALITY:How do we deliver?Capabilities describe what a companydoes, Personality describes how. Most brands in acategory have similar capabilities, and differ in their‘personality’, or the way they deliver.
  • INTERNAL VALUES & CULTUREWhat do we care about most?How do we treat one another?Company culture has always been important to iconic brands, such as Nike, Apple,Google and Harley-Davidson. Passionate, engaged employees also explain much of thesuccess of legendary service brands such as Ritz Carlton, Southwest Airlines andNordstrom’s.As you define this element it is key to understand the difference between these brandsand their competitors. As companies grow, it is imperative that they ensure employeesand other stakeholders are inspired by the brand and want to live its values.This facet of the Brand Identity ensures that culture is genuinely nurtured by internalbranding efforts as well as customer-facing activities.
  • SHARED VALUES &COMMUNITYWhat do we have in common?Leading brands create, inspire, support and embrace ways to engagecustomers in immersive experiences. Harley Davidson’s HOGsemerged independently from the company and express the freedomof the open road. Patagonia adopted Dirt Bags as the embodiment ofthe Brand’s rugged, outdoors, minimalist values.Today, digital and social media are redefining community andproviding brands with tools that make it easier than ever to helptheir users to find one another, compare notes and share theirstories.
  • NOBLE PURPOSE:Why do we exist?NOBLE PURPOSE answers the most important question addressed bythe Brand Identity. Asked another way: ‘What would customers bemissing if the brand didn’t exist?’The NOBLE PURPOSE is a compelling force that resonates withcustomers, inspires loyalty and motivates internal audiences.Today, most strong brands address customers’ quest for meaning bybecoming cultural champions, demonstrating their alignment withone or more causes that resonate with the values of their customers.
  • RALLYING CRY:What does it all add up to?A rallying cry (sometimes called ‘essence’ or ‘mantra’) summarizesthe identity in 3-4 words. It should be internally motivating. Forexample, the Payless Shoe Source rallying cry is “Democratizingfashion footwear.” This is a far cry from its origins as a store for cheapplastic shoes, and provides an inspirational reason for employees togo to work every day. The rallying cry should summarize the mostimportant facets of your model.
  • …So what does it all add up to?
  • RALLYING CRYRemarkably Smart CommunicationsCAPABILITIESCloud BasedCommunicationsRemarkableCustomer CareCustomizableand TurnkeyQuality ServicePERSONALITYSmartReliableHelpfulRemarkableINTERNALCULTURE &VALUESHappy CustomersEducate toEmpowerPassionate aboutTechnologyData DrivenEnjoying theexperiencetogetherSHARED VALUES& COMMUNITYGrowing PeopleCelebratingSuccessNOBLE PURPOSEHelpingcustomerssucceed bybendingtechnology to fittheir needsASPIRATIONAL /SELF-IMAGEEmbrace theentrepreneurialspirit
  • THANK YOU