This document discusses a workshop on brand and culture held by Neo & The Human Change Agency. It includes exercises for participants to reflect on what brand and culture mean to them, what drives them, and to match brands with their values. The workshop aims to help organizations create a culture that lives its values and builds their brand from the inside out. It provides contact information for Kelly Smith from Neo and Laura Harrison from The Human Change Agency at the end.

1. Brand Is As Brand Does | Neo & The Human Change Agency

2. Brand Is As Brand Does | Neo & The Human Change Agency
Hello! We are…
Laura Harrison from
+
Kelly Smith from

3. Brand Is As Brand Does | Neo & The Human Change Agency
EXERCISE:
What do ‘brand’ and ‘culture’
mean to you?
Individually:
1. Write down your take on brand or culture
using the cards on your table.
2. Stick the cards to the wall.

4. Brand Is As Brand Does | Neo & The Human Change Agency
Copyright: Alain Delorme
A vital identity

5. Brand Is As Brand Does | Neo & The Human Change Agency

6. Brand Is As Brand Does | Neo & The Human Change Agency
EXERCISE:
What drives you?
In pairs:
1. Take turns to share a personal triumph/good deed/
milestone.
2. Take three minutes each to tell your story.
3. As you listen, note down the traits and values you
associate with your storyteller’s behaviours and actions.
4. Reflect on those values together.

7. Brand Is As Brand Does | Neo & The Human Change Agency
: Alain Delorme
What did you
discover?

8. Brand Is As Brand Does | Neo & The Human Change Agency
EXERCISE:
Words and deeds
In groups:
1. Match the brand / organisation logos to the purpose
descriptors.
2. Then match the values / principles to each.

9. Brand Is As Brand Does | Neo & The Human Change Agency
Does your experience of these brands
match their values?
Did you, or would you, choose different
values? Why?

10. Brand Is As Brand Does | Neo & The Human Change Agency
So how do you…
Create a culture that lives its values?
Garner commitment to its purpose?
And truly build a brand from the inside out?

11. Brand Is As Brand Does | Neo & The Human Change Agency

12. Brand Is As Brand Does | Neo & The Human Change Agency
Useful questions
What matters most to you about the work you do?
Why do you work for the organisation?
Can you recall an experience or achievement
that’s felt really good about the work you do?

13. Brand Is As Brand Does | Neo & The Human Change Agency
What do ‘brand’ and ‘culture’
mean to you now?

14. Brand Is As Brand Does | Neo & The Human Change Agency
A few of the people whose
ideas have inspired us
Frederic Laloux Reinventing Organisations
Simon Sinek Start With Why
Margaret Wheatley Who Do We Choose To be?
Daniel Pink Drive: The Surprising Truth About What Motivates Us
Jonathan Haidt See YouTube video
Margaret Heffernan See her Ted Talk

15. Brand Is As Brand Does | Neo & The Human Change Agency
Kelly Smith
kelly@weareneo.com
01273 600500 | 07786 737363
www.weareneo.com
Twitter: @weareneo
Laura Harrison
laura@humanchange.agency
07800 901690
www.humanchange.agency
Thank you &
keep in touch