Capturing Culture

IN THE BEGINNING • Who we were… • And who we are now

The in between • Brand Promise • Primal Branding - 7 Elements of the Primal Code • Core Values - 5 Questions • Culture Code - What is it? - Why create one? - How to use it? - How to Make Your Own

In between now & then • Creating a Vivid Vision for the Future

Creating Your Brand Promise Your brand promise connects purpose, positioning, strategy, people and customer experience. It

should cover all aspects of your business and be unique to you.

Questions to Ask • Why was this business created?

• What business are you in?

• Why should your customers believe in you? • What do you do better than anyone else? • What values and beliefs unify your team?

• what are your most important goals? • WHO IS YOUR COMPETITION? • WHO IS YOUR TARGET?

• HOW WILL YOU MEASURE SUCCESS?

• IF YOU COULD COMMUNICATE A SINGLE MESSAGE…

We are the only ______ that _________.

Primal Branding Primal Branding boils down to the fact that brands are belief systems. Once you think of a brand as

a belief system, you automatically get trust, relevance, vision, values and leadership.

(Patrick Hanlon)

7 Elements of the Primal Code • creation story

• creed

• Icons

• Rituals

• Pagans (non-believers)

• Sacred words

• leader

Creation Story Allbeliefsystemscomewithastorya2ached.Createastorythatismemorableandeasytoconsistentlytell.

creed Whatdoyoubelievein,orwantotherstobelieveinyou?Canalsobeyourslogan,ortagline.

icons Concentra=onsofmeanings=edtothesenses.(colors,themesongs,etc.)Anyimagesyouusethathavemeaning.(fonts,images,mascots,etc.)

rituals Repeated,systema=cinterac=ons.(mee=ngs,events,processes,etc.)

Pagans Tohavebelieversofyourbrand,youneednon-believers.Definingwhoyouarenotisjustasimportantasdefiningwhoyouare.

Sacred words Specializedwordscreatedtorelatetoyourbrand.(iPod,BigMac,Gmail.TransparentTribe,GDD)

leader Thepersonattheforefront,shapingthevision.

Core Values Defining your business’s core values is vital for its growth, expansion and success. Your company’s

shape, vision and culture are all contingent upon rock solid values, as is its overall architecture.

(Traction, EOS)

5 Questions… What image do you want to convey?

What are your business’s underlying philosophies?

What are your personal values?

What are your key employees’ personal values?

Are you able to test your commitment?

Developing a Culture Code A culture code is the operating system that powers your organization. It gives clear meaning and

purpose to the people of your organization and simplifies the guiding principles of the organization as a whole.

WHAT IS IT? Theactualcompanyvaluesthatarebehaviorsandskills.

WHY CREATE ONE? Tobringfocus,clarity,purposeandalignmenttoyourteam.Itcanalsoa2racttherightpeopletoyourorganiza=onwhilerepellingthewrongones.

How to Make Your Own • Identify the 7 Elements of your Primal Code • Define your Core Values • have Sit down Q&A sessions with key team members & clients

• work with a writer to make it engaging

• design, share and distribute

View our culture code web experience at transparenttribe.com

Developing a Vivid Vision To achieve your goals and rapid growth you need to develop a detailed vision of the future…

Everyone in your organization must focus on the same Vivid Vision™, and that vision must be in sharp focus. (Cameron Herold, Double Double)

Painting the Future • enticing overview

• the environment

• your reputation

• day in the life

• major milestones

• accolades

• profitability

• write, design and …

Print it. Share it. Live it.

Thank You BPHILBRICK@LEIGHTONINTERACTIVE.COM

@BRANDBRICK