Capturing Your Brand's Culture and Vision
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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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Capturing Your Brand's Culture and Vision
- 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
- 6. 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.
- 7. 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…
- 8. We are the only ______ that _________.
- 9. 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)
- 10. 7 Elements of the Primal Code • creation story • creed • Icons • Rituals • Pagans (non-believers) • Sacred words • leader
- 12. creed What do you believe in, or want others to believe in you? Can also be your slogan, or tagline.
- 18. 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)
- 19. 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?
- 20. 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.
- 21. 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.
- 26. 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 transparenttribe.com
- 28. 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)
- 29. 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.
Editor's Notes
- IT IS COOL ISN’T THANK YOU FOR COMING I LOVE THIS PLACE WHAT’S THE PURPOSE OF TODAY? To figure out what culture is, (beyond the fun) harness it, and use it for our personal and professional benefit. How do you define it for a group? A business? That is what we will discover today. These concepts come from various books, sources and inspirational speakers like Patrick Hanlon, Cameron Herold and Gino Wickman, and at the core is even a little Earl. Earl Nightingale’s “The Strangest Secret” Do you want to know what the strangest secret is? WE BECOME WHAT WE THINK ABOUT. My favorite line Earl says is "The opposite of courage in our society is not cowardice - it is conformity." And there you have it; the reason for so many failures. Conformity ... people acting like everyone else, without knowing why or without knowing where they are going. Stand out, be weird. Do new shit. Do YOU. And bring the best you, with your best mind. It’s visualizing and seeing what the big picture is, beyond what is right now, and moving forward each day to achieve what you have visualized. By defining what your brand and culture is, helps shape that vision and bring it to life. Here’s how
- 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
- We started as a sister company of Leighton Broadcasting to supplement their client’s marketing needs and add value to existing partnerships. We tapped into the Broadcast rep’s networks and started creating logos, signage, web designs, and anything else that they needed that radio couldn’t do for them.
- In 2009, we were a three man team, a name and a logo. No voice, no process, no identity. But there was an energy you couldn’t place or contain. We began building something from nothing. We continued to grow our team… Then it got a little crazy [NEXT SLIDE] And continued developing our own brand and voice. I was terrified at times, but that paled in comparison to the energy and inspiration I felt from being a part of a company I truly believed in. Where myself and others were valued, and our ideas were listened to. The freedom and autonomy was amazing, but what was the driving force behind it? People said they loved our culture but coulnd’t explain what it was. The video story… But… cut to the chase. [NEXT SLIDE] More people came aboard, business was growing, clients were getting larger and we were making a mark. I kept analyzing and trying to understand what we were doing right. And it always came down to a feeling. Something we knew, and our client’s knew, but neither could place. Turns out it was our culture. We started to define and strengthen who we are by relentlessly pushing forward We are a now a 20 person Inbound Agency. This is our inhouse team, and we also have two remote workers.
- Your brand promise connects purpose, positioning, strategy, people and customer experience. It should cover all aspects of your business and be unique to you. Promise is a strong word, because that is what drives value for your customers, which is why intention is a bit more guided and open. Because to be real, you can’t keep every promise, but we are true with our intentions. I’m not going to spend much time with this one, as I’m finding it should be done last, but it did help focus some other areas.
- There are many ways to go about this, but what we did for ourselves and our client’s is a half day group session with a varied sampling of the business. Then go through questions such as: What business are you in? Not the surface level answer, the deep one. • 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… Gather and process all the information.
- A Good trick is to try and fill in the following: We are the only ______ that _________. Craft your message from there.
- 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)
- All belief systems come with a story attached. Create a story that is memorable and easy to consistently tell.
- What do you believe in, or want others to believe in you? Can also be your slogan, or tagline.
- Concentrations of meanings tied to the senses. (colors, theme songs, etc.) Any images you use that have meaning. (fonts, images, mascots, etc.) Think about music…and how strong those brands are, how iconic the things they do or say can be.
- Repeated, systematic interactions. (meetings, events, processes, etc.) Anyone have this family ritual? The family photo? Of course you do, and families are much like tribes and communities. You could probably even break down these elements within some families.
- To have believers of your brand, you need non-believers. Defining who you are not is just as important as defining who you are.
- Specialized words created to relate to your brand. (iPod, Big Mac, Gmail. Transparent Tribe, GDD)
- The person at the forefront, shaping the vision. So when you have all of these elements set, your community starts to unfold. A brand is a community. A belief system attracts others who share your beliefs. This creates community. Culture is a shared set of beliefs and values. So you see, brand, community, culture, all these are interwoven and are synonomous with each other.
- 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)
- 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? Ours are Driven to be better, innovative, transparent, reliable, thinker…
- 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. WHY THIS IS IMPORTANT Culture gives purpose. Give clear meaning and purpose to the people of your organization and simplify the guiding principles of the organization as a whole. This is a guide and a work in progress. It is never complete and should be revisited regularly.
- 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 attract the right people to your organization while repelling the wrong ones.
- 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 sticky and powerful • design, share and distribute View our culture code web experience at transparenttribe.com
- So what does the future hold? In between now and then? Well, let’s try to predict it. How? …
- 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)
- • enticing overview • the environment • your reputation • day in the life • major milestones • accolades • profitability • write, design and …
- I was feeling hypocritical about this presentation. This has been a rough year, but it has also been an awesome year. Our culture has changed. And maybe I was thinking that was bad? But this book woke me up. Yeah, there are some faces here not in this book and there are some in the book no longer with us, but still, it’s there. It’s printed, its real, and it tells the truth. And when you decide to look past the negative bullshit your mind is telling you about what went bad, you really start to see all the good again. So when I was struggling to talk about this culture journey, this book we created did exactly for me that it was designed to do. Wake me up. Get me fired up. And rekindle my belief. Yes, we are different now, but I love these people I work with. And I love this job. What we do is not that serious. Lighten up and love each other. The culture isn’t lost! It simply evolved. As all things do. So hang on. Catch it while you can.
- Thank you for coming… Feel free to email me if you would like any of the examples discussed today, I’d be more than happy to share.