Shared Purpose is a clear definition of value that engages customers and enlists employees. It is, at its heart, a singular idea to engage employees and drive customer preference. It is simultaneously much simpler, yet so much more than snappy taglines or complex proprietary models. It tells the world not just what an organization does, but why this matters; convinces customers not just to buy, but to believe; and persuades employees not just to show up, but to step up.
As organizations scale and become decentralized, it is increasingly difficult for a Shared Purpose to arise and exist organically. As a result, companies must use a variety of techniques to manage, direct and expand a Shared Purpose throughout their organizations. Our own system is inspired by the work of corporate culture pioneer Dr. Terrence Deal. We draw on six distinct levers across the organization to effectively align brand and culture around its Shared Purpose.
Brand Platform
Positioning
The Promise: the relevant, credible, and differentiated rational, emotional, self-expressive and social value the organization asserts and delivers.
Personality
The Style: the attributes, qualities and traits that animate how the organization approaches business.
Values
The Code: ideals and attitudes that collectively stands for and the way it works together.
Mission
The Organization’s Calling: what the organization has come together to accomplish and what it exists to do.
Vision
The Highest Aspiration: the ultimate change and impact on the world that the organization will have.
Pillars
The Strengths: the essential core organizational competencies that create sustainable competitive advantage.
Culture Framework
Leadership
Establishing priorities and inspiring employees to reach their highest potential.
Communications
Disseminating compelling and clear information to attract customers, galvanize organizational culture and activate the brand’s Shared Purpose.
Symbolism
Developing significance in cultural hallmarks that serve as touchstones of the organization’s Shared Purpose.
Rewards & Recognition
Catalyzing employee engagement and performance through incentives and public acknowledgement.
Structure
Establishing the systems and processes that form the framework for how the organization pursues its Shared Purpose.
Environment
Creating the physical space of an organization to harmonize functional, emotional and self-expressive needs.
Why Do Employees Believe?
Why Do Customers Buy?
Why Do Good Businesses Become Great Brands?
Driving Brand Innovation Across the Employee and Customer Experience
It is a journey from recruitment, selection and orientation to development and sustainment. Through Design Thinking-led Employee Experience (EX) Journey Mapping, we systematically visualize, assess and raise strategic questions that ultimately uncover and pinpoint promising opportunities.
A Journey Through Design Thinking and Innovation
BrandCulture partnered with AT&T to create an experiential educational program to help their team apply Design Thinking principles and techniques encompassing organizational mapping to ethnographic research to rapid prototyping allowing AT&T employees to quickly move from ideation to innovative creation.
