In this very entertaining workshop, participants learn why corporate culture is the single most important ingredient of brand strength, as well as how to build a brand from the inside out. Participants are challenged to identify their organization’s fundamental brand values and to develop strategies for incorporating those values into their roles as managers – as well as in the day-to-day jobs of their employees.

Prior to the workshop, participants are invited to take part in the online “Brand Vulnerability Assessment,” which is designed to uncover operational and cultural opportunities for enhancing and solidifying the company’s brand. The results of this assessment are used to focus the workshop on those issues that can have the most immediate and positive impact on the organization’s branding initiatives.

Ultimately, this workshop not only empowers the management team to drive the brand to new heights, but also to transform the culture so that all employees have the opportunity and support to exceed their individual potential.

1. The relationship between corporate culture and branding.
2. The need to have clearly defined and articulated brand values.
3. How to use employees to drive the brand’s personality and positioning.
4. What brand “voice” really is and how to make it resonate in the marketplace.
5. The role of management in creating and sustaining a cultural revolution.
6. Practical strategies for transforming and elevating any organization’s culture.
7. Leadership traits that empower strong cultures and brands.

1. Our Quest for the Holy Grail
2. What Causes Organizational Depression
3. The Funk Factor
4. Why Marketing Doesn’t Impact the Brand
5. What is Our Personality or Brand?
6. What Makes Us Different in the Marketplace?
7. Are Our Values Their Values?
8. What Do We Mean By Voice?
9. Personality and Positioning
10. Breaking Through the Clutter
11. Managing Change Through Consensus
12. 5 Categories of Employees During Times of Change
13. Reclaiming Higher Ground
14. Changing Corporate Culture
15. A Sense of Ownership
16. A New Breed of Leader
17. Lessons From the Battlefield

Our workshop trainers and coaches are business executives with real and practical experience in a variety of industries. They include experts in management operations, quality and process improvement, business start-ups, marketing and branding, human resources, and more. This enables us to match you with a trainer and coach based on the needs and characteristics of your organization. We never compromise on the quality of your workshop and our ability to select a trainer and coach who is the best cultural match for your company ensures a dynamic and results-driven event.

Requirements

• A relaxed environment.
• Ability for participants to remove and set aside rank and hierarchy.
• Executive commitment to support an open and honest dialogue.
• LCD projector/screen.
• Standard audio jack for laptop computer.
• Wireless lavaliere microphone if size of room and audience requires it.

Fees

The fee for the workshop, which includes all prep work, the online Brand Vulnerability Assessment, and a post-workshop debriefing with executive management is $5,000. Normal and customary travel expenses, to be pre-approved by the client, are billed separately. A two-hour seminar version that excludes the assessment and post-workshop debriefing is $3,000.