Our Purpose framework connects our brand, culture and business ambition to help people align communications at corporate, divisional and programme levels more strongly. It can act as a source of inspiration to create more compelling stories and implement our communications strategy.
The left hand side of the framework includes Our Values and Behaviour. These components describe our culture and the way we do things. They are more emotional in nature.
The right hand side of the framework includes Our Ambition and Strategy. These components describe our business goals and where we concentrate our efforts. They are more operational in nature. Our Position and Priorities sit above and below Our Purpose, respectively.
Together, these three components serve as the backbone of the framework, influencing both the left and right sides. Whilst there are several components in this framework, remember that each component has a distinct role and that all the components work together to support one company, one brand, ‘One Airbus.’
For example, a Priority must help us along the path towards Our Ambition, whilst enabling us to fulfil Our Purpose. Similarly, a key business task required to deliver Our Strategy should be undertaken with due consideration of Our Values and Behaviour that define the Airbus culture. A brand valuation does provide a detailed and insightful analysis of our brand, providing a clear picture of how the Airbus brand is contributing to our business today.
A strategic tool for ongoing brand management; valuation brings together market, brand, competitor, and financial data into a single framework within which the performance of the brand can be assessed, areas for growth identified, and the financial impact of investing in the brand quantified.
Our Purpose emphasises why we exist and the bigger role we play in the world. It is expressed as a benefit to customers or stakeholders that they really value. Our Purpose defined is ‘to apply our passion for aerospace to create a better connected, safer and more prosperous world.’
Our Position encapsulates what we do and what we stand for. This is about having the energy and vision to turn ideas into action. It is about innovation and success. Our Position is defined as ‘we make it fly.’
Our Values represent core beliefs in action, and drive behaviour, so that we deliver Our Purpose and Ambition. Employees around the world have come together to define our 6 values: We are One / Team Work! / Customer Focus/ Reliability/ Respect/ Creativity/ Integrity
Our Behaviour is most relevant for employees in their day-to-day jobs, as this is how we expect people to act in line with Our Values. These can be measured and rewarded.
For example, to behave with integrity, employees should always act ethically and speak up early when aware of any non-compliant issues.
Our Ambition describes what success looks like in terms of numbers and relationships. This must be measurable.
Our Ambition is defined as ‘responsibly create long term value for everyone involved with and served by Airbus, whilst continuously strengthening our leadership, profitability and trust.’
Our Strategy focuses our thinking and resources, so that we can achieve Our Ambition.
These are currently defined as the 3 I’s: Integration, Innovation, and Internationalisation.
Our Priorities are most relevant for employees in their day-to-day jobs, as these describe specific tasks that will enable us to deliver against Our Strategy at a divisional level.
For example, to deliver on our commitments in Commercial Aircraft, a key priority is to achieve industrial ramp-up on the A320 family and A350 XWB.