is your agency brand-less?
DESCRIPTION
How linking brand and culture can help identify and then utilize that higher purpose to inspire employees.TRANSCRIPT
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Is Your Agency Brand-less?How culture and brand can help
your agency in the most amazing ways
©Belmont, Inc. 2010
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Engaged employees stay for what they give.Disengaged employees stay for what they get.
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The sum of all experiences people have with your organization.
BRAND:
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The behaviors and beliefs characteristic of a particular group.
CULTURE:
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AGENDA• Our World Today
• Linking Culture & Brand– Higher Purpose & Values– Commit • Align • Live– Measure • Evolve
• Examples
• Tips
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OUR WORLD TODAY
Why culture and brand matter
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The Knowledge Economy• Produce ideas, knowledge and information
• Economics are of abundance, not scarcity
• Importance of location is diminished
• Communication is increasingly important
• Social structures and cultural context impact knowledge flow
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The Next Generation
… is heavily connected through social media
… is searching for jobs with higher purpose – not just a paycheck
… has high expectations for their workplace
… is looking for truth, value, and transparency
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It’s time to think of your brand in a different way…
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WHY LINK CULTURE &
BRAND?
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86%Percentage of customer-facing employees who are communicating inaccurate information
4 in 5Number of employees that don’t understand the relationship between their tasks and their organization’s goals
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186%Percentage of increased revenues for companies with a high level of employee engagement
38%Percentage of increased likelihood to have above-average productivity for highly-engaged employees
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“…United Airlines continued to turn a deaf ear toward its most valuable assets: its pilots and our fellow employees …
… United’s senior managers have enriched themselves through stock options, and in some cases, pay raises. These windfalls were made possible by the sacrifices and sweat of labor…
…United senior executives are intent on building a kingdom of wealth for themselves while ignoring the struggles of their employees…
...Mr. Tilton, it’s time you started listening to our needs for a change. United Airlines is not about you. It’s about all of us.”
United Pilots Full Page Ad in USA TodaySept 4, 2007
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“…THANK YOU HERB! From cocktail napkin to cockpit, Herb Kelleher paved the way for the most spirited Company in the airline history. As you step down from the SWA Board of Directors, the pilots of Southwest Airlines would like to thank you, Herb, for 38 years of positively outrageous service to our Company and our pilots.
It has been an honor and a privilege.”
Southwest Pilots in USA TodayMay 21, 2008
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HOW TO LINK CULTURE & BRAND
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Higher Purpose
The reason for being besides making money… an inspired way the organization makes a positive change in the world.
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Zappos Evolution
1999: Largest Selection of Shoes
2003: Customer Service
2005: Culture & Values as our Platform
2007: Personal Emotional Connection
2009: Delivering Happiness
Zappos Evolution
1999: Largest Selection of Shoes
2003: Customer Service
2005: Culture & Values as our Platform
2007: Personal Emotional Connection
2009: Delivering Happiness
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$1.2Billion
2009delivering happiness
2007personal emotional connection
2005culture & values
2003customerservice
1999shoes
$700 Million
$300 Million
$60 Million“almostnothing”
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USDAMission:
We provide leadership on food, agriculture, natural resources, and related issues based on sound public policy, the best available science, and efficient management.
Vision:
We want to be recognized as a dynamic organization that is able to efficiently provide the integrated program delivery needed to lead a rapidly evolving food and agriculture system.
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“Boundless Nourishment”
Excerpts from USDA Strategic Plan:
… expanding and developing alternative markets
… supporting international economic development
… providing financing to help expand job opportunities for rural America
… enhancing food safety
… improving nutrition and health
… protecting America's public and private lands
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Higher Purpose
How do you know if you have a Higher Purpose?
• It’s timeless
• It’s obvious
• It’s simple
• It inspires
• It works internally and externally
• It allows for innovation
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Values
Guide Employee Practices
Guide Business Decisions
Guide all interactions – both internal and external
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Zappos Values1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative & Open-Minded
5. Pursue Growth and Learning
6. Build Open & Honest Relationships With Communication
7. Build a Positive Team & Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
Zappos Values1. Deliver WOW Through Service
2. Embrace and Drive Change
3. Create Fun and A Little Weirdness
4. Be Adventurous, Creative & Open-Minded
5. Pursue Growth and Learning
6. Build Open & Honest Relationships With Communication
7. Build a Positive Team & Family Spirit
8. Do More With Less
9. Be Passionate and Determined
10. Be Humble
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USDA’s Values?
2009 Employee Survey
Most negative responses:
• Lack of reward for creativity and innovation
• Problematic communication at various levels
• Lack of involvement in organizational change
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Values
Are your values linking your culture & brand?
• Do they just hang on your wall?
• Do they guide decision-making?
• Can they be translated into behaviors and actions?
• Do they lead when management’s not around?
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COMMIT.ALIGN.LIVE.
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MEASURE.EVOLVE.
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What are some signs you might NOT be linked?
• High turnover
• Low employee satisfaction
• Low constituent satisfaction
• Loss of funding
• Bad press
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Inform
Involve
Inspire
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Opening ceremonies, December 2, 2008
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August 2010:
4 Million Visitors have been Informed, Involved & Inspired
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How can you tell that the Marines are linked?
• Nomenclature
• Elitism
• Training
• Loyalty
• Spirit
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RECAP• Our World Today
• Linking Culture & Brand– Higher Purpose & Values– Commit • Align • Live– Measure • Evolve
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Top Ten things to do NOW!
1. Remind team of higher purpose
2. Use higher purpose to evaluate every-day decisions
3. Revisit your values
4. Keep stories alive
5. Lead by example
6. Pay attention to vernacular
7. Create exclusivity
8. Train, train, train
9. Utilize fans to infect others
10. Encourage individual interpretations
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Is Your Agency Brand-less?How culture and brand can help your agency.
Presented by:
Nancy BelmontBelmont, [email protected]
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The original presentation was presented as a webinar. Click the link below!
http://bit.ly/gQvLhU
CHECK IT OUT!