Stay Human podcast 1. Connecting culture, brand and experience
For almost 30 years, I’ve been trusted by some of the biggest and best companies to improve their culture, build their brands and help them transform their employee and customer experience. I’ve poured all of this experience into my first book – Stay Human: Unlock Profit by Connecting Your Culture, Brand and Experience. In this episode you’ll get an overview of my approach and what to expect from the book.
In this podcast we’ll cover:
Creating your culture
I’ve been inside organisations learning what works – and what doesn’t – since 1995. My greatest frustration is seeing a disconnect between the promise and delivery, between brand and culture. But if you make that connection it’ll help you keep your promises to your customers. And that’s what makes them happy.
creating your culture
starting from strengths
creating an emotionally engaging vision
aligning your exec team
meaningful and actionable values
empowering behaviour frameworks
building teams of champions
consulting and engaging your whole organisation.
Building a better brand
Many brand strategies are based on insight, but not on the culture’s ability to deliver. So start by understanding the strengths of your culture – the qualities that have made you successful so far. Building on those strengths, you can develop a brand strategy that isn’t just a fanciful concept. Your brand will be deeply rooted in your culture’s ability to deliver. Which means you can be confident you’re giving the service you promised.
identifying your audience
understanding their needs
expressing it so it inspires your employees
positioning – standing out from competitors
personality – how you look and feel
tone of voice
how it connects you with your people, stakeholders and customers
how language is a surprisingly powerful tool for change.
Transforming employee and customer experience
Having aligned your culture and brand strategy you can make these real in every interaction with your people and customers. When you map their journey, discover how they’re feeling and when, you can transform each moment of contact. And with this new, clear direction, you can train your teams to build their empathy and coach them to sustain it.
mapping peoples’ journeys
understanding what you put people through
improving how they feel at each touchpoint
training your teams to apply your brand
coaching to sustain the change
embedding values and behaviours.