Purpose-Driven Brand & Culture Foundations (for Leaders)

When it comes to building a purpose-driven business that thrives long term, you need to do more than just tell a great story, you need to live one. As consumers increasingly demand that the companies they buy from stand for something more than just making a profit, businesses of all sizes are jumping on the bandwagon to make purpose a part of their brand. Unfortunately, this purpose-washing is all too often more of a marketing strategy than it is a heart-felt commitment at the highest levels of leadership to add shared value as a business strategy. For purpose to truly drive business results, leaders must understand how to develop a purpose that is authentically aligned with their offering and how to build the other key elements of a strong culture that support their ability to deliver on their brand promise. This training provides the skills and knowledge businesses need to build a purpose-driven business, brand and culture that stands out in the market, making it easier to attract and keep the customers and employees you need to make more money and have more impact.

Instructional Objectives:

This training program provides participants with skills and knowledge in building the foundations for a business, brand and culture that will stand the test of time. The following topics will be covered:

  • The Kyosei Thrive Model, a framework for developing a strong business, brand and culture that is the foundation for customer service excellence, engaged employees, and profit optimization;
  • The four Core Passions that form the foundation of a strong business, culture and brand;
  • How taking time to get your brand and culture foundations right early on will save you time and money in growing your business both in the short and long term;
  • Why clarity of business purpose matters for service excellence, employee performance and retention, increasing and retaining market share, and improving business profits;
  • How to define your business purpose;
  • Business purpose statements from high-performing companies;
  • How clarity of vision links to employee performance and business profitability;
  • Vision statement samples from high-performing companies;
  • Defining your business vision;
  • The difference between vision, goals, and strategic plans;
  • Why values matter. How values clarity streamlines service levels, reduces conflict, increases brand strength, attracts great customers and employees and facilitates rapid growth.
  • How to define your business values;
  • Business values statements and styles from high-performing companies;
  • The importance of defining your business strengths and differentiators; and
  • How to build systems to reinforce your desired brand and culture throughout all areas of your business.


The following additional topics are covered in the two-day group training program and the 24-hour individual entrepreneur program:

  • How to build systems to reinforce your desired brand and culture in key human resources and people management functions of the company including: recruitment, hiring, new employee onboarding, employee training and performance management, employee career development and engagement, and succession planning;
  • Key practices for modelling the desired culture;
  • Common pitfalls in implementing a culture shift and how to address or avoid them; and
  • Best practices for fine-tuning your culture over time.

The following additional topics are covered in the three-day group leadership training program and the 36-hour individual entrepreneur training program:

  • How to build systems to reinforce your desired brand and culture in sales, marketing and customer service functions of the company including: marketing messaging, visual brand identity, promotional strategies, sales tactics and revenue model;
  • Key considerations for ethical and authentic marketing; and
  • Measuring what matters. How your business metrics can skew your culture for better or for worse.

Measurable Learning Outcomes:

By the end of the program, participants will:

  • Understand the Kyosei Thrive model, a framework for developing a strong business, brand and marketing strategy and how these foundations link to attracting and retaining customers, improving business performance, and driving customer service excellence;
  • Be able to clearly communicate the Core Passions of their business to customers, employees, and marketing professionals who are instrumental to growing the success of their business;
  • Have clarified the Core Passions of their business; and
  • Have identified initial priorities for developing systems and habits to begin reinforcing the culture and brand throughout all operations of the business.

Assessement Methods:

Our instructors are continuously assessing the student’s comprehension and ability to apply their learning through assignments, case studies, and interactive classroom activities that check for understanding. This is crucial in today’s fast-paced business environment as each new skill participants not only learn, but are able to apply in the workplace will have a huge positive impact on the business’s ability to thrive. Unlike structured public courses at colleges and universities that provide more general knowledge and must follow a rigid timeline, our on-site group training format allows our instructors to take the time to ensure that participants are able to take the skills and knowledge they gain in class and apply it to their unique situation to get the results they want in their work and business. We assess the student’s learning and progress using the following methods:

  • Application assignments for in between each training session to apply what was learned in their role in the business. (These assignments are sent in to the instructor in between each session so that the instructor can review them and provide further feedback if the student has not completed the assignment correctly.)
  • Interactive exercises, questions and discussion during the training sessions to ensure that the student understands how to apply the concepts in their role and/or business.
  • Student self-evaluation of their learning at the beginning and end of the program. (This is a brief 5 minute paper survey that the student takes at the beginning and end of each module to provide them with a measure of the knowledge they have gained from the training).
  • (Note: Our instructors are always available via phone and e-mail in-between training sessions should students need assistance with their assignments. This ensures that students are able to complete assignments and be fully prepared to build on their learning in the next session.)

This program builds competencies in the following areas:

Duration: 12 Hours, 24 Hours, 36 Hours, 48 Hours

Format: Entrepreneur Training, Group Training, One-on-One Training