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Is Your Agency Brand-less?How culture and brand can helpyour agency in the most amazing ways ©Belmont, Inc. 2010
Engaged employees stay for what they give.Disengaged employees stay for what they get.
BRAND: The sum of all experiences people have with your organization.
CULTURE: The behaviors and beliefs characteristic of a particular group.
AGENDA Our World Today Linking Culture & Brand Higher Purpose & Values Commit • Align • Live Measure • Evolve Examples Tips
OUR WORLD TODAYWhy culture and brand matter
The Knowledge Economy ,[object Object]
Economics are of abundance, not scarcity
Importance of location is diminished
Communication is increasingly important
Social structures and cultural context impact knowledge flow,[object Object]
is searching for jobs with higher purpose – not just a paycheck
has high expectations for their workplace
is looking for truth, value, and transparency,[object Object]
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 inaccurateinformation 4 in 5 Number 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 $700 Million $300 Million $60 Million “almostnothing” 2009delivering happiness 2007 personal emotional connection 2005culture & values 1999 shoes 2003 customerservice
USDA Mission: 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: ,[object Object]
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,[object Object]
Guide Employee Practices Guide Business Decisions Guide all interactions – both internal and external Values
Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble
USDA’s Values? 2009 Employee Survey Most negative responses: ,[object Object]
Problematic communication at various levels
Lack of involvement in organizational change,[object Object]
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

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Is Your Agency Brand-less?

  • 1. Is Your Agency Brand-less?How culture and brand can helpyour agency in the most amazing ways ©Belmont, Inc. 2010
  • 2.
  • 3.
  • 4. Engaged employees stay for what they give.Disengaged employees stay for what they get.
  • 5. BRAND: The sum of all experiences people have with your organization.
  • 6. CULTURE: The behaviors and beliefs characteristic of a particular group.
  • 7. AGENDA Our World Today Linking Culture & Brand Higher Purpose & Values Commit • Align • Live Measure • Evolve Examples Tips
  • 8. OUR WORLD TODAYWhy culture and brand matter
  • 9.
  • 10. Economics are of abundance, not scarcity
  • 11. Importance of location is diminished
  • 13.
  • 14. is searching for jobs with higher purpose – not just a paycheck
  • 15. has high expectations for their workplace
  • 16.
  • 17. It’s time to think of your brand in a different way…
  • 18. WHY LINK CULTURE & BRAND?
  • 19. 86% Percentage of customer-facing employees who are communicating inaccurateinformation 4 in 5 Number of employees that don’t understand the relationship between their tasks and their organization’s goals
  • 20. 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
  • 21. “…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
  • 22. “…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
  • 23.
  • 24. HOW TO LINK CULTURE & BRAND
  • 25. Higher Purpose The reason for being besides making money… an inspired way the organization makes a positive change in the world.
  • 26. 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
  • 27. $1.2Billion $700 Million $300 Million $60 Million “almostnothing” 2009delivering happiness 2007 personal emotional connection 2005culture & values 1999 shoes 2003 customerservice
  • 28. USDA Mission: 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.
  • 29.
  • 31. providing financing to help expand job opportunities for rural America
  • 34.
  • 35. Guide Employee Practices Guide Business Decisions Guide all interactions – both internal and external Values
  • 36. Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble
  • 37.
  • 39.
  • 41.
  • 43. What are some signs you might NOT be linked? High turnover Low employee satisfaction Low constituent satisfaction Loss of funding Bad press
  • 44.
  • 47. August 2010: 4 Million Visitors have been Informed, Involved & Inspired
  • 48.
  • 49.
  • 53.
  • 54. Top Ten things to do NOW! Remind team of higher purpose Use higher purpose to evaluate every-day decisions Revisit your values Keep stories alive Lead by example Pay attention to vernacular Create exclusivity Train, train, train Utilize fans to infect others Encourage individual interpretations
  • 55. Is Your Agency Brand-less?How culture and brand can help your agency. Presented by: Nancy BelmontBelmont, Inc.www.belmontinc.comnbelmont@belmontinc.com
  • 56. CHECK IT OUT! The original presentation was presented as a webinar. Click the link below! http://bit.ly/gQvLhU

Hinweis der Redaktion

  1. It’s good to point out here that although the growth trend looks similar, there’s a big difference between the actual values – 13% growth is far more than 8%.