At Baker, we help leaders look at their companies through a three-lens perspective, known as TIPS, to create an integrated foundation for high performance.

TIPS has three pillars: a purposeful culture, empowered employees, and a relevant brand positioning. ALL three components need to be grounded by a core set of attributes and beliefs that are lived every day.

Whether you’re developing a corporate brand or an employer brand, the TIPS perspective provides insights that are essential to creating a breakthrough brand and achieving epic business performance.

Let’s look at the three pillars in greater detail.

Aligning culture, brand and talent to optimize business performance graphic

A purposeful culture by design

A business has a much broader positive impact on the world when it’s based on a higher purpose, one that goes beyond merely generating profits and creating shareholder value for an elite few.

A compelling sense of purpose can create an extraordinary degree of engagement among all stakeholders and catalyzes employees’ creativity and organizational commitment.

Purpose and values go hand in hand. They represent what your company believes in and stands for — it is your guiding principles and the cultural glue. The articulation of those values helps form the basis for how employees bring your culture to life through their actions and behaviors.

Empowered employees

Successful companies understand that their greatest asset is their people. These organizations put their people first, above all else. They care for their employees’ professional and personal development and their well-being. And as a result, their people are more motivated and more engaged, which leads to more discretionary effort.

The process begins with identifying the characteristics you’re looking for in a potential employee — one who will thrive in your culture, believe what you believe and share your sense of purpose.

Once you identify those attributes, it’s important that your culture nurture them in your existing employees and showcase them in your employee promise and your company’s value proposition.

A relevant brand positioning

Discovering a true point of distinction is paramount for every brand. If your brand is not unique in some demonstrable way — and doesn’t answer a benefit or need that’s relevant to your customers and meaningful to your employees — the long-term prospects for success are iffy at best.

Once you find that meaningful point of distinction, stay true to it, and be consistent in how you articulate it at every customer touchpoint.