Embed Size (px)
DESCRIPTION
Does your external brand drive your culture or is it the other way around? Imagine turning your brand inside out, so your internal brand takes precedence over your external brand.
Citation preview
Let Your Culture Inspire Your Brand
Columbus Chamber of Commerce WebinarPresented June 12, 2012
Sandy FeketePresident, Marketing Works
Author, Companies Are People, Too
Jim SmithPresident, Elford Construction
The Culture-Inspired Brand
• Discover the essence of your company – what makes it tick
• Understand why amazing customer service is a consequence of corporate culture
• Learn how to define, live, and breathe your culture – every day in every way
• See examples of companies who let culture be their guide
The more we accept each other as who we are with our individual
preferences, the happier and more productive we will be,
as long as we base our decisions on the preferences and values of
our company.
The Living Brand
5 Keys to Brand Synergy
Be true to yourself1
Know what matters most2
Put the words in action3
Show up4
Stay the course5
Mission Statement
Core Values
Passion Statement
Brand Promise
Tag Line
Brand Logo
Be true to yourself1
• First, discover your strengths• Experience-based• Data-driven• People-validated
Dixon Schwabl
Best Small Company to Work for in America
LUV
Culture creates a consistently positive customer experience
The impact of culture is amplified by social media
A strong culture helps organizations manage constant change
• Core Ideology (Built to Last)• Vision (aspiration 100+ years from now)• Mission (vehicle that gets you there)• Values (guiding light)
Know what matters most2
Powered by Service
1. Deliver WOW through Service2. Embrace and Drive Change3. Create Fun and a Little Weirdness4. Be Adventurous, Creative, and Open-Minded5. Pursue Growth and Learning6. Build Open and Honest Relationships With
Communication7. Build a Positive Team and Family Spirit8. Do More With Less
“Your culture IS your brand”
Put the words into action3
“Core values are two dimensional until you bring them to life—with the right people and
energetic guidance.”
•Continually reinforce commitment to culture•Make it visual•Make culture the focus of orientation•Train, support, hire, and use discipline to enforce what’s important to you
The Answer is Yes. What’s the Question?
Show up4
Sustainability is rooted in Whole Food’s core values and by following its core principles.“That’s what is truly sustainable, because that
doesn’t change. That informs how you act. That informs how you grow. That informs how you make decisions. You put your decisions up
against your purpose and values if they don’t square up you don’t do it. They give you guidance on how to grow your company.
That’s sustainability, in my view, from the inside out.”
Walter Robb, Co-CEO, Whole Foods
Stay the course5
• Assess and Reassess• Empower and Reward Staff• Check Your Pulse• Get an Annual Check up
An uplifting experience that enriches peoples’ daily lives
STARBUCKS COFFEE COMPANY, 1996
Core ValuesPassion for what we doIntegrity in how we do it
Pride in winningRespect for our partners
Entrepreneurial spirit
Core PurposeTo provide an uplifting experience that
enriches people’s daily lives.
BHAGTo build a great, enduring company with one of the most recognized and respected brands in the world, known for
inspiring and nurturing the human spirit.
StrategyBuild the brand one cup at a time, based on three key ingredients:
the quality of the coffee, our own retail stores, and selective brand extensions.
Build a powerful economic engine fueled by customer loyalty to the brand.
Five-Year Base Camp2000 stores by the year 2000
5 Keys to Brand Synergy
Be true to yourself1
Know what matters most2
Put the words in action3
Show up4
Stay the course5
Reputation Management
What happens when internal and external brands don’t mesh—because of the actions of an
employee or employees
Marketing Works, Inc.
Marketing Works, Inc.
Synergistic Reminders
• Articulate your purpose and values
• Live your purpose and values
• Happy employees = satisfied customers
• Actions speak louder than words
• Be authentic
• Don’t make promises you can’t keep
• Check in daily
Marketing Works, Inc.
It takes a village to build a brand
Free Trialwww.companiesarepeopletoo.com/chamber
Sandra Fekete
Marketing Works
614-540-5520
