Brand, Culture & Strategy Alignment

Process Overview

Strong organizations are made up of three interconnected elements: 

• Brand Identity  
• Culture 
• Strategy 

As you consider strengthening your organization, we can help you identify each of these elements for your practice, starting with your culture and ending with strategy. Our goal is to help you define your brand and culture, and ensure it is cohesive and reflected in every touch point you have with your patients and community.

Brand, Culture, Strategy alignment is not:

• One-size fits all
• Quick and easy
• Driven by one-to-many

Brand, Culture, Strategy alignment is: 

• A unique customized solution
• An inspiring journey/process
• Driven by teamwork

The Value of Building a Productive Culture

Agreed Upon Values and Guiding Principles:  Clearly defining who you are and what your organization stands for will provide purpose to your work.  

Team Building: Coming together and agreeing upon what’s important provides open communication while reinforcing a shared team identity.  The workshops are strategically designed to help mitigate the effects of complacency and feeling disconnected.   

Professional Accountability: Accountability is accomplished by holding people to a common expectation by clearly defining the organizations values, and guiding principles.  Once agreed upon and integrated you will build a level of trust in your organization with each and every encounter. 

Peer-to-Peer Recognition:  Culture is influenced from the top down, but built from the bottom up.  Employee recognition, workers recognizing each other and making the workplace feel more inclusive is one of the most important factors in driving workplace engagement, productivity and employee retention.

Overview of the Process

Phase 1:  Define an effective culture

• Define how members of the staff reflect your culture and the role it plays in managing the patient experience throughout the entire continuum of care.  

Phase 2:  Build your brand personality 

• Build your Brand Positioning Statements, a Unique Tagline, and Brand Personality Roadmap (defined standards by which you establish the tone and voice for all external messaging) 

Phase 3:  Engage and empower the organization 

• Integrate brand, culture and strategy within the organization. Equip employees to commit, understand and demonstrate the brand + culture. 

Optional:  Establish differentiation 

• Establish how your services or brand fills a particular consumer need in a way that the competition does not and design a short sentence or phrase that conveys the essence of the differentiation and positioning strategies.

Timeline 

Fuel will work with you to facilitate a process to help DEFINE your culture using a series of thought-provoking questions.  Once the brand and culture roadmap is presented for your review it’s your job to AGREE upon your unique values and guiding principles.  The next step is to take your values beyond words written on a page and IMPLEMENT them throughout the entire organization.  We will continue to work with you to develop programs to help keep your staff ENGAGED in developing the culture from the bottom up. 

Define an Effective Culture		Engage and Empower Organization
Define	Agree	Implement	Engage
1 Hour Workshop	30 Min Presentation	1 Hour Workshop	45 Min Exercise

The Details 

Introduction / Discovery 

It’s important to recognize the value of what happens when your cultural strengths align with your brand identity and your strategic priorities. An undertone of your culture is ALWAYS present, yet it’s common for organizations to wait until things reach crisis mode before recognizing the impact your culture has on your effectiveness as individuals and as a whole. 

Objective

We will start by sharing the key factors having the greatest influence on staff engagement today and how it is showing up in your practice. Our goal is to understand how each member of the staff reflects your culture and the role it plays in managing the patient experience throughout the entire continuum of care.

STEP 1:  Define an effective culture

Objective 

Identify a group of individuals in the organization to conduct an assessment and help define the desired future state/culture. Through a series of thought-provoking questionnaires and facilitated workshops we will answer the question: How will you define your culture?

STEP 2:  Build your brand personality

Objective 

Uncover the legacy of your brand and define how you will continue to express and demonstrate the value of your brand internally and externally.

STEP 3:  Engage and empower the organization 

Objective 

Integrate brand, culture and strategy within the organization. Equip employees to commit, understand and demonstrate the brand + culture.

STEP 4 (OPTIONAL):  Establish differentiation 

Objective 

Establish how your services or brand fills a particular consumer need in a way that the competition does not and design a short sentence or phrase that conveys the essence of the differentiation and positioning strategies.