The five dimensions are the foundation for building a powerful brand for your company; a brand that can be operationalized by employees through behaviors that lead to consistently good customer experiences. The five dimensions, once defined, will contain a clear picture of who your company wants to be and how it will deliver upon promises to employees, customers, and key stakeholders which will lead to more strategic decision-making and a foundation for performance management.




Culture and Team
Culture and Team is dedicated to a company's internal environment; how employees interact with each other, how management communicates, recognizes, and holds employees accountable; and the influence of the company's mission/values on the employee experience.

Lead by Example
This dimension addresses the responsibilities of all employees in modeling ideal behavior. Lead by Example means stepping up when needed, taking ownership of individual responsibilities and performance, and demonstrating integrity and trust.

Operational Strength
This dimension is driven by processes and behaviors that are focused on achieving optimal quality with minimal resources. Operational Strength includes leveraging technology and systems, effectively prioritizing work, and focusing on continuous improvement.  

Customer Service
This dimension focuses on understanding and meeting---or exceeding---the needs of customers. Customer service addresses internal behaviors, skills, and processes that define a company's customers experience, as well as how employees interact directly with customers.

Products, Knowledge and Expertise
Products, Knowledge, and Expertise is dedicated to the end products or services a company delivers to customers. This dimension is comprised of fostering learning, sharing information, demonstrating creativity and innovation, and promoting products and services to increase sales.