Table Of ContentThis one day UJ brand ambassador workshop is designed to achieve the following goals:
• Give you first-hand information about UJ as a brand
• Develop your UJ Brand ambassador skills
• To teach you to influence the attitudes and actions of the people you work with, and build their
commitment to our brand and our values
• To drive the people you work with to take responsibility for their actions
This booklet is not a manual. This is more like a personal booklet that includes a number of shared activities,
developed to give you an exciting learning experience. During today’s workshop you will be asked to
make notes in this booklet. By making notes, you are creating useful information to use when training and
communicating with your fellow employees.
Enjoy the UJ Brand ambassador experience!
CHAPTER 1: CUSTOMER
What is a brand?
What are brand values?
Building a value-driven culture in UJ
The UJ brand
The UJ spirit and values
CHAPTER 2: COMMUNICATION
Activity 1: Walk in another UJ Ambassadors shoes
Activity 2: Sharing the UJ spirit
CHAPTER 3: CHALLENGE
Activity 3: Storytelling time
UJ actions
CHAPTER 4: THE HAPPINESS ADVANTAGE
The Happiness Advantage
It’s competition time (puzzle exercise)
Call to action – self reflection on your role as a UJ Brand ambassador
The UJ Brand ambassador oath
CHAPTER 5: THE TOOLKIT
Activity 4: Using your tool kit
CHAPTER 1:
A brand is more than just a name or symbol, it is a mixture of unseen (invisible) and seen (real) qualities (assets)
that create a relationship and establish loyalty.
A brand is a wonderful asset and can also be seen as a promise that influences people’s perceptions of what to
expect in their contact with the brand. A brand is also about reputation and personality.
A brand promise is also a guarantee of quality, a mark of pride and shows the company’s commitment to its
stakeholders (employees, customers, investors and the community).
Often, a brand is also a deciding factor when faced with many products and services to choose from. A brand
promise marks the way in which a company delivers its products and services, making it the final way to decide
what is best.
I thought a brand was
like a bird tag!
The success of a brand depends on a properly planned
foundation and the chosen set of values that represent
the brand. Similar to when a foundation is developed What customers see
for a building: the stronger and better calculated the
foundation is, the stronger the building will be.
The values of a brand can be compared to the purpose
and function that will be given to the building.
What the building will be used for and how it will be
used, will determine how we identify with it.
The brand values need to be aligned with the
stakeholder’s expectation of the company. The values
also need to help build the stakeholder’s trust and
relationship with the company. With what has been
mentioned so far, it is important to keep in mind that
the way a company delivers its products and services
is as important as what it delivers.
Developing a culture that is value-driven is very
important to the lasting success of a company, What customers don’t see,
its reputation and why people would chose the the values & the culture
company over its competitors.
Let’s look at your personal values for a minute.
What are your values?
How are your values formed?
• By your parents
• Your community
• Your education
• Your surroundings
• Your friends
• Your work environment and your colleagues
How would you describe UJ’s values to your family?
In order to build a value-driven culture, employees need to be involved in the process and the brand values
need to be promoted by visible behaviours and actions that support them. This ensures the delivery of the
brand promise. After all, great brands not only capture our imagination with the way they are advertised
and marketed, they also deliver on their promises each and every time a stakeholder interacts with the brand
(think “Apple” products).
In promoting a value-driven culture, successful brands are supported by employees who feel an emotional
and intellectual connection to the (“Virgin” employee’s exhibit this very well). The employees, in this case,
have a sense of brand ownership. They understand what the brand stands for and what is has set to achieve.
The way a brand always behaves in a way that reflects the brand’s values and delivers on its promise
motivates employees to live the brand.
The emotional commitment employees have with the brand does not happen overnight. It takes time and
is not a one-way process. Like customers, the brand needs to inspire and earn employees’ trust; meet their
expectations; and deliver on its promise. Should this not happen, employees will become frustrated, if not
angry, leading to an experience called “brand disconnect”.
A value-driven brand, promoted from the inside out (from employees to customers) encourages employee
and customer loyalty, both of which have an effect on the financial success of the brand. It also has an effect
on the advantage the brand has against its competition.
How would you describe UJ’s culture?
Description:CHAPTER 4: THE HAPPINESS ADVANTAGE. The Happiness Advantage. It's
competition time (puzzle exercise). Call to action – self reflection on your role as
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