Living the brand is when a company goes beyond simply announcing who it is and what it wants to be known for to inspiring the workforce with healthy conversations about who the company is, what the company does, why it is meaningful, and—most importantly—how everyone can live the brand through thoughtful, actionable, and measurable behaviors.
Culture is changed by how employees act and interact. A clear set of company-wide basic behaviors provides the necessary expectation for how everyone should act and interact to bring the brand—your core values—to life. At Brand Integrity, we recommend striving to reach the top fifteen to twenty behaviors that clearly articulate how employees can and should demonstrate the brand/values through their day-to-day actions.
Where the Behaviors Come From
When embarking on the process of developing behaviors, Brand Integrity first asks a group of twenty to thirty people from you company, "Who are you on your best day?" These responses are used to gain insight into what makes a company and culture work. Next, this input is aligned to the Five Dimensions of Brand Integrity. Doing so ensures the behaviors cover all of the necessary and highly important behavioral areas the workforce should know about and do. The Five Dimensions are a guide to make sure all bases are covered and can be aligned to a company's existing core values.
The five dimensions are:
1. Culture and Team
- Support one another in accomplishing your work.
- Take time to appreciate and acknowledge the contributions of others.
2. Operational Strength
- Complete tasks in the most efficient manner.
- Adapt to changes in the work environment.
3. Lead by Example
- Do what you say you will do.
- Hold important conversations when needed.
4. Products, Knowledge, and Expertise
- Contribute ideas that strengthen our ability to serve customers.
- Support new ideas and initiatives.
5. Customer Service
- Follow up to ensure issues are addressed.
- Interact with customers with a warm and welcoming manner.
When you consider the list of behaviors that define your company's desired experience, remember, behaviors are not for memorizing. Rather they are for measuring, talking about, and reminding/reinforcing. Managers should use the Leading the Experience™ resources to become experts at reminding the workforce—sparking meaningful conversations about successes, challenges, and opportunities to improve.
How do behaviors tie to employee engagement? Explore the Value of Behaviors to Leading the Experience.