Is Your Agency Brand-less?How culture and brand can help

your agency in the most amazing ways

©Belmont, Inc. 2010

Engaged employees stay for what they give.Disengaged employees stay for what they get.

The sum of all experiences people have with your organization.

BRAND:

The behaviors and beliefs characteristic of a particular group.

CULTURE:

AGENDA• Our World Today

• Linking Culture & Brand– Higher Purpose & Values– Commit • Align • Live– Measure • Evolve

• Examples

• Tips

OUR WORLD TODAY

Why culture and brand matter

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

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

It’s time to think of your brand in a different way…

WHY LINK CULTURE &

BRAND?

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

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

“…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

“…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

HOW TO LINK CULTURE & BRAND

Higher Purpose

The reason for being besides making money… an inspired way the organization makes a positive change in the world.

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

$1.2Billion

2009delivering happiness

2007personal emotional connection

2005culture & values

2003customerservice

1999shoes

$700 Million

$300 Million

$60 Million“almostnothing”

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.

“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

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

Values

Guide Employee Practices

Guide Business Decisions

Guide all interactions – both internal and external

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

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

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?

COMMIT.ALIGN.LIVE.

MEASURE.EVOLVE.

What are some signs you might NOT be linked?

• High turnover

• Low employee satisfaction

• Low constituent satisfaction

• Loss of funding

• Bad press

Inform

Involve

Inspire

Opening ceremonies, December 2, 2008

August 2010:

4 Million Visitors have been Informed, Involved & Inspired

How can you tell that the Marines are linked?

• Nomenclature

• Elitism

• Training

• Loyalty

• Spirit

RECAP• Our World Today

• Linking Culture & Brand– Higher Purpose & Values– Commit • Align • Live– Measure • Evolve

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

Is Your Agency Brand-less?How culture and brand can help your agency.

Presented by:

Nancy BelmontBelmont, Inc.www.belmontinc.comnbelmont@belmontinc.com

The original presentation was presented as a webinar. Click the link below!

http://bit.ly/gQvLhU

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