BRAND

PURPOSE
di gojek kita bukan cuma menghidupi diri sendiritapi
menghidupi ratusan ribu keluarga di luar sana

Our company was created not only as a business but

also to socially empower people
- Nadiem Makarim, CEO Go-jek
BRAND PURPOSE

Believers
PYRAMID
A human truth, which de nes the brands base of empathy. It captures the core
belief that the brand shares with the people it serves, the tensions or aspirations
that are shaping their lives, where the brand believes they need support. Base of Empathy
(Human Truth)
A brand truth, which is the point of view that the brand takes to deal with the
tensions it has identi ed. By o ering a strong point of view that people can borrow,
the brand helps them de ne who they are, and what they believe in. The brand truth
is, in other words, the positive ideology that the brand has the credibility to enact or
embody.
People
A product truth, which is the way the brand turns a positive ideology
into objects or services that people can touch or experience to change their we serve
reality. By buying the products, they bring into their own life an idea that the
brand upholds, and that they want to believe in. The product truth should
work as a sort of overarching R&D brief, de ning the essential experience
that the brand should deliver through every one of its products, across
every category it operates in, to bring to life its ideology.
Brand Experience Brand Ideology
(Product Truth) (Point of View)
https://innatemotion.com/tools/believers-
pyramid-designing-purposeful-brands/
BRAND PURPOSE

Believers
PYRAMID
Human Truth
People we serve
Subject + Feeling
Harley Davidson : Men who strive for more freedom
= (-)
Airbnb : A traveler who seek authentic journey
Human truth
Harley Davidson : Masculinity being challenged
People we serve
Airbnb : How can I get a sense of belonging in a place
Group of people
where I am often treated like a tourist with common
values
Brand P.O.V
Harley Davidson : Man are born to be free.
Product Truth Brand P.O.V (Purpose)
Airbnb : Dont go there, live there.
Tangible items Intangible and Ideas
Product truth (what) (+)
Harley Davidson : Beast on wheel
Airbnb : Genuine experience
BRAND PURPOSE

WANTS TO SERVE PEOPLE WHO

SEEK SUSTAINABLE GROWTH WHILE DELIVERING
KNOWLEDGE AND OPPORTUNITY
TO SOCIETY AND
CONTRIBUTE UNCONDITIONALLY.
BRAND PURPOSE

Doves hydrating formula NOURISHING THE BEAUTY YOU HAVE,

while LOral promises to change your beauty for the better.
BRAND PURPOSE

BRAND is a culture, is the soul of the business

is what you stand for in the world
BRAND PURPOSE

PILLARS
 PILLARS

Speed Accountable

Innovation Collaboration

Social Impact Enlightenment

 PILLARS

EXCERCISE
Write down 10 words you think define your business
What do you care about?
What do you believe?
BRAND PURPOSE

VALUES
 VALUES

Fast and fearless Take your role seriously

Love your customers Keep moving forward
Inspire others Give more than you get unconditionally
Love yourself by being a serving being
Ask the right question
Keep humble
Get it done Be courageous
Learn, Innovate, and Collaborate
 VALUES

EXCERCISE
How do we want people in our company to act?
How do we want people in our company do things?
How do we want people in our company make decisions?
BRAND PURPOSE

SHARE THEM
NOT BUT THROUGH CONSTANT
ACTIONS, AUTHENTIC
ONLY IN COMMUNICATION, AND LEAD BY
POSTERS OR EXAMPLE

WALLS!
PEOPLE
& CULTURE
PEOPLE & CULTURE
PEOPLE
STAGES
EARLY STAGE
Quick iterations
Intuition
Flexible generalist
Speed and Flexibility
React and adapt
Do anything and Everything
VS GROWTH STAGE
Roadmap Prioritization
Intuition and data
Specialist
Stability and Scalability
Strategically plan
Empower other leaders to spread the culture
within the organization
PEOPLE & CULTURE

Beyond products you need people to build your products

SO BUILD PEOPLE then your products and the company will follow
PEOPLE & CULTURE

People Development COMPANY

GROWTH

TECHNICAL
MIDDLE MANAGERIAL
GROWTH

SELF
FOUNDER
GROWTH
PEOPLE & CULTURE

YOUR is a reflection of you

COMPANY
PEOPLE & CULTURE

so does,

YOUR is a reflection of you

TEAM
HOW TO CREATE
YOUR VISION
VISION

THINK
BIG Imagine the unimaginable
VISION

BUSINESS
Make profit VS SOCIAL
Create impact
VISION

SOCIAL BUSINESS
BUSINESS Make money to SOCIAL
Make profit create bigger impact Create impact
 VISION

WHAT

Help companies to provide software engineers
Talents will continually be developed after being
hired
WE DO Encouraging talents to not only work but also
building career
Encouraging companies to invest on people

CAREER HUB

A collaborative space designed to be a hub

for exchanging ideas, enhancing creativity,
and expanding professional network
Provide a space for engineers who need to
work remotely
Collaborate with local business to redefine
workplace
Advising private sector to transform digitally
Changing culture & human capital mindset
HACKER ADVISORY from the inside
SPACE
Building tangible output and products
Implementing Agile & Scrum to all of the
work stream top to down, left to right.
VISION

1 TALENT HIRED IN
CAREER HUB
=
13 STUDENT GRADUATED
FROM FREE ACADEMY
 VISION

WHAT $$
WE DO
CAREER HUB
ACADEMY

We are a social business that

seeks a balance of social impact
and profit
We reinvest our profits in our
HACKER
Academy, to give full SPACE
scholarship to students who
aspire to be the next leaders in
the IT industry
Fostering sharing economy
where every party involved is
contributing to social impact ADVISORY
 VISION

OUR
STUDENTS
The Story of Mistra, His Dreams and Resilience

Mistra is a student at Binar Academy. He is a hero and a hard

worker who dreams to build an e-library for schools in his
hometown village.

To make his dream come true, he dared himself to come to

Jogja with no money and no relatives to fall back on to. Mistra
believes that when one stops learning, thats when he/she
turns stupid.

Binar Academy wants to spread that spirit of learning to

people like Mistra and give birth to generations of leaders
that can give social impact to the communities through
technology.
 VISION

ASK YOUR SELF WHICH ONE IS YOU

VISIONARY or REALIST

FIND YOUR TEAMMATE TO COMPEL YOU

*WWW.VIRTUESINTERNATIONAL.COM
VALIDATION

PEOPLE
CENTRIC
 VALIDATION

YOURE NOT YOUR CUSTOMER

So dont believe on your assumption Get the real user behaviour data

IN GROWTH STAGE
Bet on technical insights not only market research
VALIDATION

FOCUS ON

98% not 2%
 VALIDATION

HACK
YOUR PRODUCT
Get the detail flow of your products
Implement tracking tools
Track on each flow even in every single button
Analyze
Prioritize (impact vs effort analysis)
Build your 2.x or 3.x or 4.x roadmap!
VALIDATION

Dont get stuck only on technology

hack your business process