Download - Best Leadership Training Company in India - Pragati Leadership

Deeper Roots. Stronger Growth.

Pragati Leadership Brand Charter

May 2015

Deeper Roots. Stronger Growth. 2

Objectives

Contents1. User Personas2. Brand SWOT3. Core Proposition4. What We Do5. Brand Attributes6. Competitive Edge7. Brand Values


User Profiles – Best, Good, Ok/ badBest Profile Good Profile OK/Bad Profile

Job Title CEO, MD, CHRO, Business Head, Head of Leadership & Development

VP, Director of HR, L&D, Business Heads

Manager – HR, L&D

Authority Decision Maker Influencer

Department HR, Training & Leadership

No of Employees 1000 - 6000 101-499, 10,000+ Under 100

Industry Manufacturing, Banking, IT, Pharma, ITES,

Others Tobacco, Liquor

Location India (decision makers to be based in India), International

India, International

• In the case of manufacturing industry, we need to consider number of white collar workers.


User Persona Chart – Behavioral and Motivation

Best Profile OK/Bad ProfileTraining Needs Benefits to the Company:

• Increased productivity and profitability. Raised standards of performance

• Expansion of the business• Increased cash turnover• Maximization of resources/ greater efficiency• Reduction in complaints• Helps recruitment• Lowers staff turnover• Aids succession planning

Benefits to Staff: • Shared work load. Better team work/ Reduced

overload• Increased job satisfaction• Better morale• Greater professional and personal development

• When asked to reprimand the management team

• Lack of clarity on goals• Disconnect between

decision makers and participants on objectives

• Training for the sake of filling up the calendar


User Personas: Roles and Their Pain PointsRoles Pain PointsCEO • Is the cost of training worth the level of performance improvement– lack of

measurement • ROI on human capital development is very low • Loss of Man hours- employees go for training for relaxation.• Employees blame the organization for non performance & low productivity

due to lack of training• Too many wannabe trainers on the block. • Ineffective Training programs: Trainers lack line experience so their

understanding of the business is limited. • The training team might do training only to fill in the calendar (irrelevant)

and justify their existence.• Finding time for personal growth

HR, Training & Development

Target audience = CHRO, Head of

Training & development

• Lack of effective trainers (employees/consultants)• Training companies don’t commit to demonstrating ROI - sustained impact of

training on a metric (profitability or productivity)• I am unable to justify the effectiveness of training to meet organizational

goals (reduce attrition, foster recruitment, succession planning etc)• How do I get customized training solutions to meet specific company needs


User Personas: Roles and Their Pain Points (contd)Roles Pain Points

HR, Training & DevelopmentTarget audience = CHRO,

Head of Training & development Contd….

• Low participation in training programs due to business pressure

• Training programs are treated as opportunities to unwind• Last element on the HR priority list during budgeting • Looked at as a luxury and non critical expense• Line Managers have unreasonable expectations on training

and timelines

Business HeadsTarget audience = VP &

Directors across all functions

• HR can never fulfil my teams training needs on time• I need Training programs developed in real-time to meet

company goals • HR has very little budget allocated for training which impacts

my teams motivation, morale and job satisfaction• HR has no effective training programs for succession planning,

performance and personal development etc• Training programs are not effective due to lack of subject

matter experts• Due to resource crunch, not able to send team for training• I am not able to measure the impact of training on my key

deliverables


Brand SWOTStrengths Weaknesses

1. Customized design of programs2. Very high regard among customers,

for some of Pragati Leadership’s facilitators

1. Lack of demonstrable impact of programs.

2. Inconsistency in quality between individual facilitators.

Opportunities Threats1. As customization is the key benefit

experienced by customers, an opportunity exists to offer more high-end consulting.

1. Increased competitive share of voice and expenditure.


Core Proposition

8

We analyze organizations, their business context and goals. We

design and execute people oriented interventions. These

interventions make a strong positive impact on the performance of

individuals, teams and business as a whole.


What We Do

9

• Design a program• Execute the program

Customized Solutions

• Collaborative• Open to change• Joyful• Inspired• Proactive• Accountable.

That Enable• Leading to high impact:

transformed individuals who can transform the organization

• This impact is sustained over a long period of time.

Impact

Our analysis and design of bespoke programs is appreciated greatly by users.We are also known for excellent delivery.

The positive impact that results from our programs.

Real business impact seen as a result of the positive changes.

How?Our philosophy – Wholesome leadership, spirituality, mindfulness, pervades everything we do.


Brand Attributes

10

Rational Emotional

Flexible Humble, approachable

Ethical

Engaging

Impactful Wholesome development


Benefits: Competitive Advantage

11

• Functional benefits(what we can deliver…) CUSTOMIZABLE training solutionsENGAGING & IMPACTFUL service UNIQUE resources TOTAL commitment SUSTAINED Impact

• Emotional benefits (how do we make them feel…)

• Self-expressive benefits (what do others see them as…) Wholesome Successful Ahead of the curve

For participants For organization/ CXOInspired Positive impact on the team in various

ways such as:More engaged.Higher morale/ satisfaction.Less interpersonal conflict.Better alignment.

Collaborative

Proactive

Accountable

Flexible

Progressive


Brand Values

12

• We work for clients who follow ethical practices.

• When designing programs, we place ‘benefit to the customer’ above our

own commercial gain.

• We honor IP created by others and do not violate it.

• We fulfil commitments made to customers.

• We care for customers, past customers and our own people.


Tagline

13

• ‘Deeper Roots. Stronger Growth’.

• This tagline communicates the transformation of organizations, and the

real business benefits that result (stronger growth), when human

resources are working to their fullest potential (deeper roots).


4c: Brand Personality and Tone of Voice

14

Tonality1. Communication

styleAs a friend would speak to another. With a hand on the shoulder.

2. Conversational? Conversational style rather than broadcast.

3. Joyful? Yes, joyful

4. Language style Range between formal and slightly casual, with some humor.

5. Relationship with tech

Tech-savvy


4d: Communication Strategy

15

1. We need to communicate to our 2 key buyer personas – CHRO and CEO. Need

to seek avenues to communicate to each of these. Tailor the communication

based on the role and their pain points.

2. Currently, we should focus more on CHROs. The focus on CEOs can come in

after we are ready to stake a claim on ‘real business impact’.

3. Our current themes of communication should be around our impact in making

people more:1. Collaborative

2. Open to change

3. Joyful

4. Inspired

5. Proactive

6. Accountable


4d: Communication Strategy (contd)

16

4. More global and current themes and titles (which usually have numbers in

them), for e.g.

Eight Ways to Build Collaborative Teams by HBR

10 Ways to Inspire Your Team by Forbes

5. Our key brand values and benefits should be delivered in the form of a

standard capsule within our training programs. The programs are an important

branding touch point.

6. As customers are happy to recommend us, we should put a systematic

program in place to cultivate ‘Brand Advocates’.

7. Proof of our effectiveness can be quoted using customer loyalty, case studies,

performance metrics and awards.

https://hbr.org/2007/11/eight-ways-to-build-collaborative-teams

http://www.forbes.com/sites/glennllopis/2013/05/06/10-things-inspire-teams-to-optimally-perform/


Thank you

Download - Best Leadership Training Company in India - Pragati Leadership

Top Related