Build a ranch to be proud of and that everyone else speaks highly of. Want the blueprint?
Culture and brand
Why?
Being unique in your offering is difficult, expensive and usually insufficient. Fortunately, it's not necessary. The world's most successful companies instead focus on building unique company cultures and strong brands.
For whom?
These two areas are important for groups and individuals with overarching responsibility for the organisation. The board, management team, CEO, marketing director and HR director are common sponsors.
Time and place
A lecture normally lasts between 30 and 60 minutes (longer sessions are advantageously divided up). Can be held on-site or delivered digitally.
What you receive
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Introduction to the subject
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Key concepts
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Inspiration
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Presentation materials
Price
10–20K SEK excluding VAT. Desired scope, special content adaptations as well as travel time and expenses affect the price.
Your cowboy for the day
Mattias has created culture and brand platforms for a range of successful companies. On one occasion, he was behind the platform for three of the sixty companies that landed on Great Place to Work's top list of Sweden's best workplaces. The same year, he personally received the award "Inspiring Leadership of the Year".
Mattias connects culture and brand in a unique way, using several self-developed models that deliver proven results. Regardless of where your organisation stands today, he can guide you towards becoming the company you aspire to be.
What is brand?
Brand can be described in several ways. One focuses on how others perceive us. This definition emphasises our lack of control over the brand. An alternative is to focus on the organisation's actual identity.
What is culture?
Culture is the sum of all our actions. A good culture supports the organisation's business objectives in a sustainable way. An organisation always has a culture, regardless of awareness and strategic management.
How are they connected?
Think of actual, desired and perceived identity as three points on a line. The gap between the first two is addressed through culture, the gap between the last two through our strategic brand work.
Culture eats strategy...?
This is a very misunderstood expression. There's no opposition between culture and strategy; instead they reinforce each other. You need to work strategically with culture, and the right culture is crucial for all strategies.
How is the brand described?
An organisation's identity is defined in a brand platform. The magic doesn't lie in the choice of model but in how it's actually used. The platform can advantageously be complemented by a more detailed brand book.
How is the culture described?
Desired culture must be defined in such a way that employees can easily translate it into concrete daily actions. The employee philosophy and the leadership philosophy are examples of useful management tools.
Leadership and values?
Leadership is one of several cultural tools. Values (or core values) are a recurring component in most brand platforms. Good leadership always aligns with the organisation's established value foundation.
Top-down or bottom-up?
A culture and brand platform should be developed by management and formally decided by the board. Other employees may provide input, but their most important participation comes during implementation.
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