How linking brand and culture can help identify and then utilize that higher purpose to inspire employees.

1. Is Your Agency Brand-less?How culture and brand can helpyour agency in the most amazing ways ©Belmont, Inc. 2010

4. Engaged employees stay for what they give.Disengaged employees stay for what they get.

5. BRAND: The sum of all experiences people have with your organization.

6. CULTURE: The behaviors and beliefs characteristic of a particular group.

7. AGENDA Our World Today Linking Culture & Brand Higher Purpose & Values Commit • Align • Live Measure • Evolve Examples Tips

8. OUR WORLD TODAYWhy culture and brand matter

10. Economics are of abundance, not scarcity

11. Importance of location is diminished

12. Communication is increasingly important

14. is searching for jobs with higher purpose – not just a paycheck

15. has high expectations for their workplace

17. It’s time to think of your brand in a different way…

18. WHY LINK CULTURE & BRAND?

19. 86% Percentage of customer-facing employees who are communicating inaccurateinformation 4 in 5 Number of employees that don’t understand the relationship between their tasks and their organization’s goals

20. 186% Percentage of increased revenues for companies with a high level of employee engagement 38% Percentage of increased likelihood to have above-average productivity for highly-engaged employees

21. “…United Airlines continued to turn a deaf ear toward its most valuable assets: its pilots and our fellow employees … … United’s senior managers have enriched themselves through stock options, and in some cases, pay raises. These windfalls were made possible by the sacrifices and sweat of labor… …United senior executives are intent on building a kingdom of wealth for themselves while ignoring the struggles of their employees… ...Mr. Tilton, it’s time you started listening to our needs for a change. United Airlines is not about you. It’s about all of us.”United Pilots Full Page Ad in USA TodaySept 4, 2007

22. “…THANK YOU HERB! From cocktail napkin to cockpit, Herb Kelleher paved the way for the most spirited Company in the airline history. As you step down from the SWA Board of Directors, the pilots of Southwest Airlines would like to thank you, Herb, for 38 years of positively outrageous service to our Company and our pilots. It has been an honor and a privilege.”Southwest Pilots in USA TodayMay 21, 2008

24. HOW TO LINK CULTURE & BRAND

25. Higher Purpose The reason for being besides making money… an inspired way the organization makes a positive change in the world.

26. Zappos Evolution 1999: Largest Selection of Shoes 2003: Customer Service 2005: Culture & Values as our Platform 2007: Personal Emotional Connection 2009:Delivering Happiness Zappos Evolution 1999: Largest Selection of Shoes 2003: Customer Service 2005: Culture & Values as our Platform 2007: Personal Emotional Connection 2009:Delivering Happiness

27. $1.2Billion $700 Million $300 Million $60 Million “almostnothing” 2009delivering happiness 2007 personal emotional connection 2005culture & values 1999 shoes 2003 customerservice

28. USDA Mission: We provide leadership on food, agriculture, natural resources, and related issues based on sound public policy, the best available science, and efficient management. Vision: We want to be recognized as a dynamic organization that is able to efficiently provide the integrated program delivery needed to lead a rapidly evolving food and agriculture system.

30. supporting international economic development

31. providing financing to help expand job opportunities for rural America

32. enhancing food safety

33. improving nutrition and health

35. Guide Employee Practices Guide Business Decisions Guide all interactions – both internal and external Values

36. Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble Zappos Values Deliver WOW Through Service Embrace and Drive Change Create Fun and A Little Weirdness Be Adventurous, Creative & Open-Minded Pursue Growth and Learning Build Open & Honest Relationships With Communication Build a Positive Team & Family Spirit Do More With Less Be Passionate and Determined Be Humble

38. Problematic communication at various levels

40. COMMIT.ALIGN.LIVE.

42. MEASURE.EVOLVE.

43. What are some signs you might NOT be linked? High turnover Low employee satisfaction Low constituent satisfaction Loss of funding Bad press

45. Inform Involve Inspire

46. Opening ceremonies, December 2, 2008

47. August 2010: 4 Million Visitors have been Informed, Involved & Inspired

50. Elitism

51. Training

52. Loyalty

54. Top Ten things to do NOW! Remind team of higher purpose Use higher purpose to evaluate every-day decisions Revisit your values Keep stories alive Lead by example Pay attention to vernacular Create exclusivity Train, train, train Utilize fans to infect others Encourage individual interpretations

55. Is Your Agency Brand-less?How culture and brand can help your agency. Presented by: Nancy BelmontBelmont, Inc.www.belmontinc.comnbelmont@belmontinc.com

56. CHECK IT OUT! The original presentation was presented as a webinar. Click the link below! http://bit.ly/gQvLhU