Brand is Culture: Why Building Power Brands From The Inside Wins…

Written By Rebecca Lovett

“The way your employees feel is the way your customers will feel.
And if your employees don’t feel valued, neither will your customers.”
- Sybil F. Stershic

We have always been passionate about building significant brands with a lasting vision. Brands that are in it for the long haul. For over 15 years, the Outlook Orange Brand Vision & DNA Workshop has solidified the core of businesses from all sectors of South Africa by creating direction and alignment.

There is a tangible return on investment in making your brand’s purpose a core driver of growth and differentiation. We wholly believe that purpose is the secret to enduring success in the marketplace today. 

Purpose is your organisation’s reason for being. It is a guiding star on the
horizon that remains constant yet inspires change.

Ultimately, our Brand DNA Workshops exist to drive businesses toward their goals with clarity, direction and purpose. Because we believe that purpose is the secret to enduring success.

Solidifying your core is the essential starting point for our brand partnership. 

This is OUR purpose at Outlook Orange.

We exist to help our clients uncover their core and deliver meaningful brand experiences, ultimately driving growth. We aim to articulate vision, breathe creativity, ignite destiny, and inspire businesses and people to thrive.

We know this because we have been through the process. We walk the talk.

Our collaborative Brand DNA Workshop helps give direction to your strategy by clarifying:

• Purpose, 

• Values,

• Ideology and

• Goals.

This is a foundational step in understanding your brand positioning. It enables us to craft meaningful, measurable, impactful brand strategies with you. From this, you take ownership of your Brand DNA document, which serves as the blueprint to inspire and motivate you and your team as a vital internal reference.

We have now bolstered that offering by taking a step deeper, right to the heart of your brand’s greatest asset: your human capital.

Building Culture, Creating Value

Perfected by our partners at Future Talent, we will deliver a digitised playbook of the Employee Value Proposition (EVP) together. 

As partners in this process, our role at Outlook Orange for our EVP session with clients is to reframe our brand-building process from an internal perspective. This is achieved by crafting messages and language to disseminate throughout the organisation for its employees, thereby building brand culture from the inside out.

Typically, an EVP statement is a commitment you make to your employees in exchange for their continued effort and loyalty. It includes all the rewards and core benefits your employees get from working within your business. By marrying this with the DNA & Vision process, we aim to galvanise your people for greatness as excellent representatives of your brand.

Crafting company culture as a crucial element of your EVP and helping you stand out from your competitors by identifying your unique selling points (USPs). Your culture is representative of your brand's values and beliefs, which are interpreted into behaviours and relationships. This is where clarity around communication becomes powerful.

Your overarching EVP bridges the gap between what employees want and what your organisation can provide. It is essential to engage your employees and provide them with a purpose to work towards. They need to see that their career can progress with a company that offers boundless opportunities for growth and a significant vision behind it.

Starbucks, for example, “promises its candidates the option to join the company and become 'partners in shared success.” Its EVP includes training and development opportunities for its partners, providing them with “limitless opportunities to make an impact and thrive.”

The Outlook Orange and Future Talent’s EVP process plays a crucial role in your employer branding strategy. 

If you want to take the next step and discover how we can galvanise your brand (and your people) for greatness, please get in touch, and we will guide you, together with Future Talent, through the process.

Register your interest in a tailored Brand Vision and Employee Value Proposition Workshop today.