Corporate DNA: The Building Blocks of Your Brand

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• Corporate DNA The Building Blocks of Your Brand
  Organizational Culture

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• 1976
• The launch of the
• Pam Golding ethos

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• An embryonic revolutionary growing up in an era
  of turbulence
• .leads to the development of radically
• different DNA

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• The history
• 1976 2007
• 1 3000 staff and agents
• R0 R21 billion sales turnover!

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• Oh, the boom..!

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• The single biggest danger in business and life,
  other than outright failure, is to be successful
  without being resolutely clear about why you are
  successful in the first place
• Jim Collins Good to Great

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• So, what is corporate culture?

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A brief definition

• Corporate culture is the series of employee
  benefits, attitudes and modes of behaviour that
  collectively define a companys character and
  which determine its ability to achieve optimal
  operational efficiencies and sustainable growth
• Effective corporate culture high levels of
  employee productivity, creativity and commitment
  increased quality, innovation and profitability
• collective consciousness

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DNA is the foundation, the core of the business,
which then gives rise to the culture
Key driver of differentiation
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• Highly effective cultures mean
• Clarity of vision, mission and values by all
  employees
• Understanding of individual and interdependent
  roles in attaining vision
• Strong alignment between attitudes and strategic
  objectives
• Engaged, productive and focused employees
• High morale, trust, pride and loyalty
• reason for being
• creating value
• customer satisfaction

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Value differentiation
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Behavior change positive distribution
Positive
Negative
Mean
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Corporate culture Brand culture

• Brands stand or fall on the internal relationship
  with employees
• Service brands are about people
• - all staff need to deliver the brand
  promise every
• day, all day
• they are powered by behavior
• Competitive advantage aligned organisation,
  operations and culture with your brand i.e.
  living the brand

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A company is a living organism which must reveal
its value to customers every day!
Our Brand
The companys perception
The markets perception
The companys desired perception
These must be in mutual harmony in order to
ensure maximum power
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• Brand internalization vs. operationalisation
• Communication vs. functional buy-in
  
• cohesion

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• Four critical success factors
• Senior Management stewardship
• Aligning business and brand strategy
• Responsibility and accountability
• Ongoing performance measurement and feedback

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• Managing culture must be an ongoing process if we
  are to keep pace with ever-changing markets,
  rapid growth, customer needs and competition

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The Opportunity

• How do we unleash the potential of each of us
  individually so that, on a daily basis, we get
  inside the concept of what it is that makes PGP
  the leader that it is.and achieve even greater
  greatness?

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So, we asked ourselves
What makes us great? How do we grow stronger,
healthier and more successful? What could take
us out? How can I play a role? Whats my
responsibility in this?? How can we push decision
making down to all levels? How do we manage and
sustain this on a daily basis?
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• The real power in any successful company is the
  ability of all its people to take ownership of
  their power
• Know thyself
• Plato

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• Brand essence
• A sense of comfort
• Payoff
• The Joy of Living

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• I am Pam!

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• The Power of Blueprints What makes us, us!

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Tell me and I will forget,Show me and I might
remember,Involve me and I will understand.
Benjamin Franklin
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The Power of Blueprints What makes us, us!

• Blueprints provides three fundamental
  deliverables
• Deciphering our DNA in a mathematical form
• Converting this into an art form
• Measuring practical business realities against
  this in statistical form
• Utilizes the intellectual (IQ), the emotional
  (EQ) and the spiritual whole (SQ) which is
  already embedded in our business

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• ITS TRUE POWER LIVED IN CULTURE

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The Blueprints Focus
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Synchronization Alignment
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How the Formula works

• TOP LINE (Business Enablers) 5380 opinions
• Our non-negotiable factors, behaviours, practices
  principles that
• Are GOOD for Business
• We have to have
• Must be maximised

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• BOTTOM LINE (Business Disablers) 3611 opinions
• Our non-negotiable factors, behaviours, practices
  principles that
• Are BAD for Business
• We cannot afford to have
• Must be minimised

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The Blueprints Filtration Process
Thematic 5380 top line opinions / 3611 bottom
line opinions 77 top line principles / 70 bottom
line principles
Top 20 27 top / 24 bottom
Top 10 16 top / 16 bottom
Top 5 weighting
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Surviving icons and exponential factors
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The Dictionary

• Positive energy and passion
• We love and take pride in what we do
• We share fun, laughter and joie de vivre
• Optimism rules
• Accepting mediocrity
• Taking the easy route means we allow our
  standards to be breached
• If we opt out or dont care, we allow ourselves
  to be average
• Carrying deadwood
• People who dont pull their weight add no value
  to our business
• When people let the side down, it inhibits our
  spirit and limits our success
• High maintenance people hurt our organisation
  because they take more than they give

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Top Line High priority focus
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Bottom line High priority focus
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Scoring notes Attract and retain the best
people

• Start really screening people before appointing
  him/her. We really have a lot of terrible agents.
  We are not setting the standard -
• We lack visitation and motivation by our seniors
  and training dept up in the country
• Try to make agents feel that they are significant
  and just not a number in an organisation. More
  teambuilding exercises
• By looking after our best managers to ensure that
  they stay with the company. By devising some way
  that our best agents do not leave the company for
  other companies.
• By assessing agent by the results they achieve
  and the effort that they put in
• By being loyal to the company
• Put proper recruitment processes in place
• To listen to their needs
• Acknowledge, credit and pay people properly
• In order to retain good, quality staff, salaries
  need to be reviewed never be satisfied, keep on
  trying
• Always be yourself and honest with your
  colleagues in your working environment

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The benefits of Blueprints

• Alignment focused energy!
• Starts inside we made it!
• Inclusive we own it!
• Consistency clarity brand power!
• Motivational energised!
• Enlightens empowered!
• Measurable we get stronger!

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• Thank You!