chrtd creating a branded culture

Keys to Branding Your Culture

Corporate culture describes and governs the way a company’s employees think, feel and act.

Rich Jones, President/PrincipalLeading2Leadership LLC@rich0747

You’ll See 4 Excellent Examples

Elements of Culture vs Brand• Culture– Mission– Values– Purpose– Performance– How we work/play together– Shared Stories/History– Communication

• Brand– Mission – Values– Purpose– Personality– How we engage members

and each other– Brand Story/History– Communication

Blend the two

But sometimes…

When we don’t live our brand…

Create Brand Guide

Elements of a Brand Guide1. Internal Brand identity2. Business model and value

proposition3. CU history4. Brief Explanation of the

internal Brand Identity5. Values6. Brand Promise7. Brand Personality8. Brand tone and manner

9. Specific examples of:How to answer the phoneHow to interact with a

memberEmail signaturesOut of office messagesFont/typeface guidelinesConversation stuctureStructure for doing their job

10. The employee commitment

Create an Internal Brand Identity

• embraceRED – internal brand at Elements Financial (Eli Lilly FCU)

Identify the business model and value proposition

Elements Financial is an at-work, SEG-based, financial wellness provider with a national

footprint helping members and their families achieve financial wellness by providing

accessible products, services and financial wellness education.

Brief History• Elements was established over 80 years ago to

provide share and loan products to the employees of Eli Lilly Company

• Major growth initiatives– 2005 expanded their charter to include family

members of Eli Lilly employees…– 2008 transitioned to a multiple common bond– 2012 began the name change process

What is embraceRed?It’s not what we do but how we do it• Financial Wellness Experts provide a memorable service

experience that sets us apart from other financial institutions• Our guiding mantra:

– “Helping our members achieve financial Success• Call to action

– Live embraceRED– Be embraceRED– Grow embraceRED

• Vision statements– “Employer of Choice”– Community Leader and Financial institution first sought by its

members for all of their financial needs.

Define the credit union values• Trust • Accountable – we will do what we

say we will do.• Knowledgeable – we more about

financial wellness than our member

• Excellence• Service• Innovative – we will continually

seek to innovative ways to help our members with their life journey.

• Inclusiveness – we value diversity with the goal of serving all stages of our member’s financial life.

Clarify the Brand Purpose

Credit Union Example:To intentionally serve our members with the

perfect balance of expert advice and integrity so our service is seen as a clear differentiator

in our chosen markets.

Brand PersonalityAdjectives that describe how to behave

• Energetic• Passionate• Resourceful (problem

solvers)• Caring (helpful,

empathetic)• Friendly/Welcoming• Fun• Innovative, forward

thinking

• Knowledgeable/Smart • Efficient• Trustworthy• Diversified• Genuine (Authentic)• Collaborative• Patient (Easy going)

Clarify Tone and MannerHow we communicate with others

• Nurturing• Knowledgeable• Friendly• Without judgment

• Exciting• Genuine• Collaborative

Communication StandardsAnswering Phones• Individuals should answer the phone, “Thank

you for calling credit union. My name is [insert first name], may I have your name please? Thank you [insert their name as given}; how may I assist you today?”

• At the completion of a call and after confirming, “How else may I serve you today?” be sure to add, “Thanks for choosing credit union.”

Member InteractionMember Interaction in person: • “Welcome to credit union. My name is [insert name].

How may I serve you today?” • At the completion of a visit and after confirming, “How

else may I serve you today?” be sure to add, “Thanks for choosing credit uniont.”

• The more casual and natural and frequent use of our name, the better.

• In all human interaction, remember our Tone and Manner guidelines: Nurturing, Knowledgeable, Friendly, Without judgment, Exciting, Genuine and Collaborative.

Email Signatures• Your signature affects the tone of every email you send. • Suggest email body Font type – Calibri, Font size 11• Suggest email signatures (Font Type – Calibri, Font Size

10)• ---- EXAMPLE ----Standard signature for employees. Toll-free and cell number lines are optional.

Rich Jores |Marketing ManagerCredit Union(555) 555-1172 x 3308 | rjores@cu.org3333 Kenworthy St. Elsewhere, TX 75555 | www.cu.org

Don’t Forget• Out of Office Messages

– 1. Dates of Your Absence. Let everyone know how long you will be out of the office. It helps your contacts decide what their next step will be; whether to wait for your return or to direct their request elsewhere.

– 2. Who to Contact in Your Absence. Leave contact information for at least one alternate contact while you are out of the office.

• Email Typeface Consideration– Typeface Guidelines

• Calibri 11pt • Black font should be selected. • Avoid using stationery designs and patterned backgrounds within

Outlook.

Structure Conversations• We versus They– As a first step to changing the conversation, every employee

must understand we are one team working in tandem to build lifelong relationships, and ultimately, their success. There is no “They”; only “We.”

• Relationships vs. Transactions – Before opening any new account or beginning any new loan

process, it’s important that we learn what the member wants to achieve to ensure the best product for their needs. Transactions become secondary; the relationship is the primary focus.

– Ask questions that show you care about the member before you delve into the transaction or the process.

Structure how to do their jobWe seek to understand before we seek to be understood • Working for our members is the most important work we can do. • Use active listening skills• Ask clarifying questions by rephrasing and asking back Understand the purpose of the transaction by asking. Example 1:• Member: “I would like to open a savings account.”• MSR/Teller: “Great, I can open that savings account for you. Are you saving for something

special?”• This query not only allows you to demonstrate you care for the member beyond the

transaction but can also be used to help you direct the member and their saving’s strategy to the appropriate product.

Example 2:• Member: “I would like to apply for a signature loan.”• MSR/Teller: “Great, I can help you get started with that loan. Are you borrowing to buy

something or do you need some money to solve a short-term expense? We have a couple of options for you. We will need to run a credit report, would it be okay for us to take a minute to look it over and see if we can find a way to lend you money for less interest?”

Getting CommitmentThe Oath for Living – Talking – Doing: I promise to:• Seek to understand before I seek to be understood.• Diagnose the problem/request before I prescribe a solution.• Proactively fulfill, to the best of my ability, any member’s request

accurately, professionally and with respect.• Ensure the timely resolution of any member’s need and communicate the

outcome. • Explore opportunities to exceed a member’s expectation that is beneficial

to both the member and FirstLight FCU. • Protect the privacy, security and assets of our members and FirstLight. • Promote teamwork, innovation and continuous learning.Employee Signature Date

Witness Signature Date

Final 3 Steps to Branding you Culture• Performance management and coaching to

the brand values, personality and promise• Hiring to the brand personality and values• Onboard to the brand and continuous train to

the brand• Do as I do, not as I say

Performance management and coaching

• Make how an employee lives the brand values, purpose and promise a staple of the annual performance review process– If an employee cannot live the Zappos brand

attributes they can leave at any time with 30 days pay regardless of length of employment

Zappos Example• Calls not timed –

PEC, Personal Emotional Connection

• Thank you notes and flowers

Hire to the Brand• Every new hire or internal promotion or

reassignment must pass the percieved ability of the candidate to live the brand values, promise, purpose– “We will only hire people that we’d like to go for a

drink with after work”

On Board and Train to the Brand

New and existing employees don’t typically come to work to do things wrong. They do wrong due to lack of training and lack of

awareness

Do as I Do, not just as I Say• Do as I do, not as I say– At Zappos every new hire, regardless of position,

title or role must spend 4 weeks on the telephone– CEO and President COO have an open area desk

just like their admin assistant

Do HR/Training Differently

Rich Jones, PrincipalLeading2Leadership LLC

@rich0747rich0747@comcast.net

720.256.4936