CASE STUDY 3
AURAGANIC JUICERY
Services Rendered:
2021 Legacy Brand Leader Curriculum (TM)
About Nick Hughes (Owner)
Nick was introduced to me by Vegan Coach Kylie.
After reaching out to Nick on Instagram, we got on our first call to fill out his Legacy Pledge Map.
While going through the Map, Nick was able to see the ease, simplicity and structure that awaited him on the Legacy Brand Leader Journey and verbally pledged his time for the program.
One year later, we got on another call when he said, “I wanted to enroll on our call then, but I knew I couldn’t do it alone, I knew I needed a team.”
He hired a team to support him through his newfound journey and we began our partnership in June 2021.
BEFORE The Legacy Brand Leader Journey (LBL) Nick felt burnt out and uninspired.
As a small business owner in the middle of COVID times, he was feeling the drain from all of the turbulence thrown his way:
A high employee turn over rate meant he was perpetually understaffed
The company culture lacked structure to reinforce the values he truly desired to model and hoped employees would exemplify
He felt walked on by store managers
His business ran him over 13 hours per day leaving him operating on fumes
The applications he placed online got bites, but the candidates ignored his calls
With dreams of making Auraganic into a franchise, Nick and I chose to look up into the horizon and started digging the business out of the hole it was in.
Nick didn’t have an Executive Assistant, Human Resources or a standard way of measuring data on which he could base Executive decisions.
But he did have heart, and that proved just as valuable.
IN THE BEGINNING of The Legacy Brand Leader Journey we jumped right into strengthening interpersonal relationships among his staff, in addition to the relationship employees have with the brand.
By using the learning portal, we were able to implement the following tools to help us form concrete brand guidelines for internal communications:
A culture contract to bind staff to Company values
A Conflict Resolution Process to create a way for employees to be heard
A brand voice to transform authoritative, harsh, militant corporate jargon into appealing calls to action for team members in training materials
A culture training for new hires
Virtual & physical workflows and organization
Virtual team management system
We also educated Nick on bias and discrimination that appears during the hiring and pay process due to lack of data justifying evidence for decisions.
After adding an interim HR Advocate to the mix, we created an applicant scoring process which eliminates any bias or discrimination in hiring and serves as a historical record proving evidence-based decision-making.
NEXT, we shifted the employment advertising process to a formal “must inquire within” strategy.
The new brand voice implemented on hiring ads combined with more thorough screening via in-depth application questions and scoring system, drips an average of 4 engaged candidates per week.
CURRENTLY, Auraganic Juicery and I have stopped working together due to liabilities that have been identified via HR.
After evaluating the liabilities as too great a risk to continue working together, I recommended specific steps the Owner could take to protect the business from future lawsuits under the advisement of an unbiased lawyer and suggested reconvening our working relationship upon proof of remediation.
To see actual workflows and templates used with this client, check out my portfolio.