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One Squared Presentation: Brandon Philbrick - Capturing Culture


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What is culture? How do you put it into words? This presentation by Brandon shows you each element that goes into your culture. Once you have each of these elements determined, you can create your very own culture code.

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One Squared Presentation: Brandon Philbrick - Capturing Culture

  1. 1. Capturing Culture
  2. 2. IN THE BEGINNING• Who we were… • And who we are now The in between • Brand Promise • Primal Branding - 7 Elements of the Primal Code • Core Values - 5 Questions • Culture Code - What is it? - Why create one? - How to use it? - How to Make Your Own In between now & then• Creating a Vivid Vision for the Future
  3. 3. Creating Your Brand Promise Your brand promise connects purpose, positioning, strategy, people and customer experience. It should cover all aspects of your business and be unique to you.
  4. 4. Questions to Ask • Why was this business created? • What business are you in? • Why should your customers believe in you? • What do you do better than anyone else? • What values and beliefs unify your team? • what are your most important goals? • WHO IS YOUR COMPETITION? • WHO IS YOUR TARGET? • HOW WILL YOU MEASURE SUCCESS? • IF YOU COULD COMMUNICATE A SINGLE MESSAGE…
  5. 5. We are the only ______ that _________.
  6. 6. Primal Branding Primal Branding boils down to the fact that brands are belief systems. Once you think of a brand as a belief system, you automatically get trust, relevance, vision, values and leadership. (Patrick Hanlon)
  7. 7. 7 Elements of the Primal Code • creation story • creed • Icons • Rituals • Pagans (non-believers) • Sacred words • leader
  8. 8. Creation Story All belief systems come with a story a2ached. Create a story that is memorable and easy to consistently tell.
  9. 9. creed What do you believe in, or want others to believe in you? Can also be your slogan, or tagline.
  10. 10. icons Concentra=ons of meanings =ed to the senses. (colors, theme songs, etc.) Any images you use that have meaning. (fonts, images, mascots, etc.)
  11. 11. rituals Repeated, systema=c interac=ons. (mee=ngs, events, processes, etc.)
  12. 12. Pagans To have believers of your brand, you need non-believers. Defining who you are not is just as important as defining who you are.
  13. 13. Sacred words Specialized words created to relate to your brand. (iPod, Big Mac, Gmail. Transparent Tribe, GDD)
  14. 14. leader The person at the forefront, shaping the vision.
  15. 15. Core Values Defining your business’s core values is vital for its growth, expansion and success. Your company’s shape, vision and culture are all contingent upon rock solid values, as is its overall architecture. (Traction, EOS)
  16. 16. 5 Questions… What image do you want to convey? What are your business’s underlying philosophies? What are your personal values? What are your key employees’ personal values? Are you able to test your commitment?
  17. 17. Developing a Culture Code A culture code is the operating system that powers your organization. It gives clear meaning and purpose to the people of your organization and simplifies the guiding principles of the organization as a whole.
  18. 18. WHAT IS IT? The actual company values that are behaviors and skills. WHY CREATE ONE? To bring focus, clarity, purpose and alignment to your team. It can also a2ract the right people to your organiza=on while repelling the wrong ones.
  19. 19. How to Make Your Own • Identify the 7 Elements of your Primal Code • Define your Core Values • have Sit down Q&A sessions with key team members & clients • work with a writer to make it engaging • design, share and distribute View our culture code web experience at
  20. 20. Developing a Vivid Vision To achieve your goals and rapid growth you need to develop a detailed vision of the future… Everyone in your organization must focus on the same Vivid Vision™, and that vision must be in sharp focus. (Cameron Herold, Double Double)
  21. 21. Painting the Future • enticing overview • the environment • your reputation • day in the life • major milestones • accolades • profitability • write, design and … Print it. Share it. Live it.