You’ll be scored against the following key areas:
There are many things that influence your brand and how it drives your culture. These four areas are a great starting point for you to start focussing your efforts to ensure you brand gives you a competitive edge.
Purpose
Purpose statements unite and inspire people around a common goal. They:
✔ Provide more clarity for leaders to make hard decisions.
✔ Give more meaning to help employees do their jobs with more energy.
✔ Give more value to help customers to choose your brand more often.
A clear purpose gives your brand a sense of direction and something to be guided by.
Strategic foundations
Your strategy foundations form the bedrock for a clear and coherent plan that infiltrates many aspects of your business to shape the perception and gut feel that people have about your brand. It helps you stand out from competitors and build alignment from within.
Without a solid foundation on which to build your brand it will lack a structure and consistency required to stand up over time.
Market Positioning
Your brand does not exist in isolation. There are many different competitive alternatives that customers can choose. Positioning is about being crystal clear on what makes you different and unique and why potential customers should choose you over an alternative option. It's hard getting real about what makes you stand out and even harder articulating it, but it's worth it.
Brand and culture alignment
Most of the time we focus on our brand as something external to our organisation, a promise we make to customers. But our people are the ones that deliver on this promise so if they don't act in-line with our brand then what we promise and what we deliver will be too different things. When these two things are aligned your brand can truly be a business driver.
It’s free, and only takes 3 minutes
Answer 23 questions to instantly see how you can make your culture your competitive advantage
Who we are
Hi there, we’re Sondo
We're business consultants who help oganistions make their culture their superpower through their brands. We focus on brand and culture alignment to create workplaces where people thrive and customers are delighted.
When people are aligned with your brand they are more likely to deliver on promises you make externally through your marketing messages. This approach creates great employee and customer experiences.
Use your culture as a secret weapon to punch above your weight and go up against businesses who are more established.
Don’t just take our word for it, see what others have to say
The team ensured every stakeholder felt comfortable, while also pushing us to be ambitious and aspirational. They were the perfect partner.
Natalie Liang
Marketing Manager, TMX
The team provided exceptional leadership. Without them, I doubt we would have had the courage to explore important aspects of the process that enabled us to realise the amazing outcome we did.
Rodd Cunico
CEO, Orro Group
See if your brand could be working harder to drive a high performing culture
Take the assessment and get practical tips to create a powerful culture that gives you an edge.
