Today, the leadership of your organization knows your Brand is much more than your logo, your technology, a collection of buildings and your people. Your Brand is a creation of a whole that is greater than the simple sum of its parts. It’s your passion and your compassion. The feeling that everyone touched by your Brand experiences has become your trademark. Your Brand is quite simply your Promise backed by your Performance.
BRAND = PROMISE + Performance
The Brand Summit
Our Brand Discovery process is designed to differentiate your Brand by “Turning the Telescope.” This is where we look inside together, and explore your history, your people and your culture. In other words, we explore and discover the essence of your Brand. What makes you unique. Once clarified, we can then develop a truly unique Brand identity. We focus on four key components of your Brand Accountability:
who you are today
what you do differently
why you do what you do
what you are capable of becoming
It all starts with an off-site meeting with your Leadership Team. The typical six-to-seven hour session is a process of distilling information. Facts – lots of them. Facts about your organization, processes and people. After that, we eliminate those that are not possibly unique. And ultimately find those that are absolutely unique to you.
For you, preparation for the session is minimal—it’s a very casual day. And for good reason. We want interaction. We want great stories of the past—the real uplifting stories and the stories that made things more difficult. We want everyone to be comfortable giving personal accounts and opinions. Remember, we’re looking for the essence of your Brand and much of it is hidden in the personalities gathered in the room. Some consultants will tell you to base your Brand exploration largely on the consumer’s point-of-view. Leaving them to determine what should drive your Brand. Sure, consumers’ opinions are important, but they can’t drive your Brand. It all starts with you.
Ours is an efficient, effective and truthful method that gets to the soul of your organization; it discovers who you are today, what you do differently, why you do what you do and what you are capable of becoming. It is an ongoing process that aligns your Business Strategy with your Brand Strategy and your People Strategy.
The outcomes of our Brand Summit will drive the internal adoption of your Brand through our Momentum Group Internal Brand adoption process. This is where we work with a group of your middle-managers over the course of a 12-month engagement. We create functional Brand Pillars and explore every touchpoint within your organization.
- Your Brand Essence Statement that summarizes your Unique Value Propositions and WHY you do what you do.
- Positioning Strategies that will be the public view of your Brand identity and claim of distinction. Here, we will provide specific options such as positioning statements, icons or other means of differentiation via positioning.
- Your Brand Franchise Statement that becomes your corporate battle cry.
- Internal Adoption Strategies which will be the delivery mechanisms for all internal Brand touchpoints. This is where we create the internal adoption plan.
- External Adoption Strategies that will serve as our guide to a well-executed delivery of all marketing communications Brand touch points to externalize your Brand.
Internal Brand Insight Assessment®
When it comes to Brand Discovery across your organization, we have a proprietary tool to accurately assess your Brand from every angle. Our Brand Insight Assessment® (BIA) is our online research tool that measures the strength and alignment of your Brand among key internal audiences. While other methodologies evaluate the Brand from the “outside in” by measuring consumer attitudes, the Brand Insight Assessment examines the Brand from the “inside out” by measuring the knowledge and attitudes of three of the Brand’s most important constituencies.
The BIA is based on the philosophy that a strong Brand cannot be built on effective marketing alone, but must also have an effective corporate and management structure, strong internal communication and training and other factors too numerous to discuss here.
Conventional marketing research tools can provide information about consumer awareness, attitudes and preferences toward a Brand. But often a Brand fails to achieve success, because it isn’t understood or supported by the organization itself.
The BIA helps us with these key factors:
- Determines how well an organization’s business strategy, vision and Brand are aligned.
- Uncovers underlying business or marketing issues that may be undermining the success of the Brand.
- Determines how well an organization understands its Brand.
- Shows the alignment of perceptions and attitudes of leadership and staff.
- Identifies perceptual gaps among internal audiences on key aspects of the Brand.
- Recommends specific areas in which business and marketing communications practices need to be improved in order for the Brand to reach its potential.
We will often incorporate some mix of internal discussion groups, based on a cross-section of your staff. These groups allow us to assess closely held beliefs of your staff and provide your staff the opportunity to relay organizational efficiencies and distinctions that sometimes are only known at the deepest internal levels.
External Brand Consumer Audit
Depending on your market situation, we sometimes recommend an external audit to assess consumer opinions. To that end, focus groups are an industry-accepted method for gathering in-depth information from consumers. In the focus group environment, consumers with a variety of opinions and experiences can be brought together in a controlled environment to have a discussion guided by a moderator skilled in facilitating groups of this nature. Focus groups take place among a panel of 6-10 individuals; the groups generally last approximately an hour and a half to two hours.
Quite often in healthcare for example, it is our recommendation that the groups be blindly recruited, without the potential respondent knowing whom the sponsor of the group might be. This allows us to better understand both individuals and families that have had experience with your organization and those who have had experiences with your competitors. At the completion of the focus group study, it may be desirable to quantify various issues that emerge from the process through a quantitative study. We will make any such recommendations upon completion of the study.