How we do it
We take the internal stakeholders, including the individual employees, through a simple, fun and creative exercise to understand their individual personal brand.
Then we take the internal and external stakeholders through a similar process to reveal and define the external brand, the corporate brand.
The process reveals what is real and perceived, tangible and intangible, rational and emotive. It leaves no stakeholder out of the process because all stakeholders create (or destroy) a brand. Alignment of the internal brand and the external brand delivers brand value, because the organisation’s foundation is their core values.
BrandI (internal/individual) employee experience and communications
BrandE (external) customer experience and communications
I + E = V
BrandV (value) from the collective stakeholder relationships built on trust
Process
Step 1 – Interrogate the Internal Stakeholders.
Brandswell conducts interviews with key internal stakeholders (face to face, phone, online survey)
Step 2 – Immerse ourselves in the Market.
This step involves desktop research and analysis of competitors.
Step 3 – Empathise with the External Stakeholders.
Brandswell conducts desktop, site visit and interview research to understand the external stakeholder audience/s.
Brandswell will analyse, collate, review and report back on the responses from all stakeholders and define the brand strategy to delivery tangible and sustainable brand value through positive and enduring relationships for all stakeholders.
Result - A simple, clear and concise Brand Strategy
The brand strategy is the most important foundation for a brand, and informs all the decisions about business, people, products, markets and communications. By clearly defining and understanding the brand, all decisions are made easier, with clarity, conviction and objectivity.