Introduction
Channels and Platforms
Brand Behaviors
Behaviors Framework
About Behavior Levels
Basic-level Behaviors
Entry-level start point for firms looking to start their brand behaviors journey at the simple basics.
There is an expectation to have all Basic-level Behaviors be implemented with a 12-month period of starting their rollout.
There is an expectation to have all Basic-level Behaviors be implemented with a 12-month period of starting their rollout.
Intermediate-level Behaviors
Intermediate-level Behaviors suggests that Basic-level Behaviors are already implemented and measured to satisfactory levels.Intermediate-level builds on those behaviors adding increasing levels of innovation, proactivity, and diligence.T
here is an expectation to have all Intermediate-level Behaviors be implemented with a 12-month period of starting their rollout.
here is an expectation to have all Intermediate-level Behaviors be implemented with a 12-month period of starting their rollout.
Advanced-level Behaviors
Advanced-level Behaviors suggests that Intermediate-level Behaviors have been successfully implemented and measured to satisfactory levels.Advanced-level Behaviors focuses on adding detail to behaviors adding increasing levels of accountability, collaboratioin, and advocacy.
There is an expectation to have all Advanced-level Behaviors be implemented with a 12-month period of starting their rollout.
There is an expectation to have all Advanced-level Behaviors be implemented with a 12-month period of starting their rollout.
Getting started with Brand Behaviors
Phase 1: Introducing behaviors
We recommend that you start your Brand Behaviors journey by doing these three steps first:
1. Onboard your firm’s senior leadership. It is important that your program is seen to have the support of leaders and that they themselves demonstrate the behaviors.
2. Decide which is the right start point for your firm by assessing whether you need to start with the basic-level of Brand Behaviors or at one of the higher levels.
3. Start to socialize the concept of Brand Behaviors before applying these to policies and processes. People will have questions and will want to understand the objectives and implications before getting on board.
1. Onboard your firm’s senior leadership. It is important that your program is seen to have the support of leaders and that they themselves demonstrate the behaviors.
2. Decide which is the right start point for your firm by assessing whether you need to start with the basic-level of Brand Behaviors or at one of the higher levels.
3. Start to socialize the concept of Brand Behaviors before applying these to policies and processes. People will have questions and will want to understand the objectives and implications before getting on board.
Phase 2: Implementing behaviors
Once you have Phase 1 underway, it’s time to consider how you will embed the behaviors into the culture of your firm. Behaviors need to be experienced consistently at every internal and external interaction.
This means considering how your current internal processes, policies . and procedures need to evolve to incorporate The Colleague Experience. Additionally, how can you demonstrate The Client Experience through your communications and acquisition jouirney for services and products. Finally, how can you evolve your client-service to make sure that clients experience the behaviors.
All of these considerations need firm measurement to track progress. These should be agreed at the senior-level and communicated to all leaders within your firm. If required, consider onboarding sessions for these important stakeholders to explore, develop, and define your approach.
This means considering how your current internal processes, policies . and procedures need to evolve to incorporate The Colleague Experience. Additionally, how can you demonstrate The Client Experience through your communications and acquisition jouirney for services and products. Finally, how can you evolve your client-service to make sure that clients experience the behaviors.
All of these considerations need firm measurement to track progress. These should be agreed at the senior-level and communicated to all leaders within your firm. If required, consider onboarding sessions for these important stakeholders to explore, develop, and define your approach.
Change takes time
Be patient when implementing your behaviors program and with your expectations of other member firms. Change on a global scale can take time. We have designed the framework to deliver the highest impact in the shortest time by focusing on a small number of important but effective behaviors.
