4. Strategic Vision – Top managements aspiration
for what the company will achieve in the future.
Organizational Culture- The internal values,
beliefs and basic assumptions that embody the
heritage of the company and communicate its
meaning to its members
Image – views of the organization developed by
its stakeholders
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6. The starting point for developing and sustaining a brand is brand
vision
One of the components of powerful vision is the brands values.
These above are leading to organizational culture
Understanding of organizational culture there is better
appreciation of the organizational values and its linked to those of
the organization
Corporate brands draw heavighly on the corporations name,
organizational culture provides a strong indicator about the values
that characterized the brand
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7. A clear understood organizational culture provides a basis for
differentiating a brand in a customers mind
Brand can be considered as being a cluster of functional and
emotional values
Most sustainable way to build brand is through emotional values.
Its not how much customer receive it , rather it is which way
customer receive it.
Eg: McDonalds / Piller house
Organizational culture act as a glue uniting staff in desperate
location to act in a same manor
Strong organizational culture can increase the confidence level of
stakeholders and enhance the overall performance.
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Visible art effects
Car park, office layout, manor of dress, the way people talk,
documentation and the firms technology
Values
A better understanding of why employees behave in a unique
manner comes through understanding values
Basic assumptions
Peoples mental mapping, or schema, which are the rules they
have formed to make sense of their environment and to predict
out comes.
11. Material objectives
The logo and organization uses provides clues about its cultures. (Apples uses Apple as icon)
Architecture and office location
An organizations building gives a clue about its culture. (Brandex Seduwa)
Language
Language the staff and the cooperation use provides insight about its culture. (British Council/Sri-
Lankan)
Dress Style
Informal dress code for advertising agencies.
Stories
Stories that you create to show their belief in customer service (Apiwenuwen appi for arm forces)
Ceremonies
Ceremonies are celebration of organizational culture. A firms' annual sales conference in an exotic hotel
Styles of behavior
There are norms of behavior about which new employees soon become aware. ( Work time)
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13. Enhancing subculture
Employees adhere to the values of the dominant culture more notably than in the
rest of the organization. (those directly in contact with customers are part of the
enhancing sub culture will deliver the brand promise been given to customers more
effectively.)
Orthogonal subcultures
These are characterized by individuals who are aligned the dominant culture. But
they also accept a separate non conflicting culture. ( those who work for international
brands)
Counter Culture
In this category of subculture , there exists a cohort of employees who have some
important values that militate against the desired organizational culture. ( Merger, or
change of CEO)
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15. Audit current culture
What someone must do
What they can get away with not doing
What they must never do
Define desired culture
Serving the client comes first
Individualism
Technical excellence and high professional standards
Integrity
Implement change to achieve desired culture
Passionate about working with client to deliver exceptional value
People flourish and realize their full potential
Continuously extends the frontiers of its shared knowledge
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01. Building commitment amongst leaders to enable them to
become effective role models
02. Personal and team development material to help people receive
feedback and work on changing their behavior
03. Facilitating internal communications.
04. Guidance on how to carry out the different activities.
05. An explanation of the values, theoretical background and
details of different parts of the program
18. Performance
Cultural fit
analysis
Brand adequate
behavior
Brand inadequate
Behavior
Motivation, rewards and
recognition, and
compensation
Facilitation (brand
objective training and
development)
Periodic appraisal for brand
behavior
Culture
fit
Culture
gap
20. Internal Marketing Internal Branding
Perspective To orient and motivate its customer contact employees and
supporting service people to work as a team in order to
provide customer satisfaction
To develop and reinforce a common value
based ethos, typically attached to some
form of corporate mission or vision
Scope Only the customer contact employees All the employees in the organization
Employee role Are used as a tool to deliver the brand They are strategically involved in creating
the brand
Employee status Channel to market Employees live the brand
Focus Narrow just on customer brand experience Broader range of brand led corporate goals
and objectives
Approach Outside in approach as focus on communicating the
customer brand promise and the attitude and behaviors
expected from employees to deliver on that promise
Inside out value-based approach
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21. Understanding of the brand promise
Encouraging employees desires to want to deliver the
brand promise
Stimulate staff to change their behavior to align with the
brand promise
Develop staff so they have the skills to deliver the brand
promise
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22. Communicating the brand to the employees in an
effective manner
Convincing the employees that the brand is relevant and
worth the effort
Successfully linking all the job profiles in the
organization, so that the brand essence is delivered to the
customer
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25. Brand mantra – tag line
Brand vision – future environment, its purpose and value
Cultural fit – the employees understand brand identity and
have similar values
Internal branding – developing and reinforcing a common
value based ethos, typically attached to some from of
corporate vision and mission
Organizational culture – behavior of its employees
Strategic brand wheel – Vision / employees and Customer
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26. What is organizational culture? How can
organizational culture impact on brand?
Discuss the internal branding process
Discuss the term cultural fit, why is it important
for the organization and the brand
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