Your brand represents your company, but how well does your company represent your brand?
Many companies fail to effectively link their branding efforts to overall business strategy and fall into the trap of communicating the brand long before they are capable of delivering on its promise.
A brand is built from a stakeholder’s entire experience with an organisation and therefore organisations must manage daily stakeholder relationships and expectations in a consistent and coherent way.
The Right Group’s approach to developing a strong brand focuses on developing managers to lead by example, engaging all employees in the branding process and ensuring high congruence between key brand messages and the day-to-day management of the business.
Brand Strategy
Our proprietary processes in company branding cover three highly related and integrated areas:
BrandMAP™ – Brand Strategy
“Timbercorp engaged The Right Group to assist us define our brand and align it internally with our people. The Right Group’s program was highly successful and today forms an integral part of our company culture.”
Tim Browning, General Manager Forestry Division, Timbercorp
The BrandMAP™ program is designed to assist organisations develop their unique brand DNA and future strategic brand position into a credible and compelling stakeholder promise.
An organisation that establishes a strong, defensible brand position and links this positioning to overall business strategy and delivers on the brand promise will achieve a substantial bottom line impact.
The outcomes of the program are a commercially driven brand plan and a brand focused workforce. The program can be tailored to meet clients’ individual requirements across three key stages:
1. Internal Brand Audit
- Understanding strategic priorities and business strategies
- Management and employee feedback (interviews with management, feedback workshops with employees, internal climate surveys)
2. External Brand Audit
- Market research to understand perceptions of the brand (customers, non-customers, stakeholders, channel partners)
- Review competitor brand positioning
3. Brand Strategy Blueprint
- Outlines the optimal strategic direction for the brand based on key insights from the internal and external audit findings and addresses such key questions as:
> Who are your primary stakeholders?
> What are your customers purchasing needs and behaviours?
> How does your staff feel about the organisation?
> Who are your competitors?
> What is the positioning of your competitor brands?
> Are gaps evident between the vision, internal culture and stakeholder image?
> Do you have sufficient resources to successfully manage your brand?
BrandALIGN™ - Brand Implementation
“Migrating a brand as iconic as Pioneer in the construction market was a challenging task. Hanson engaged the services of The Right Group to help drive the rebranding initiative. Their focus on strategy, employee engagement and leadership was key to ensuring a successful outcome. The Right Group continues to be a valuable business partner.”
Daniel Cooper, Northern Region General Manager, Hanson
The brand’s promise must be consistently delivered by the organisation.
The Right Group’s BrandALIGN™ program is designed to assist organisations to strengthen the alignment between their business strategy and brand strategy and overall business performance, enabling organisations to deliver a brand that is relevant.
The aim of the BrandALIGN™ program is consistent brand delivery so that the brand is ‘lived’ and ‘breathed’ by the organisation and becomes the way of doing business.
The BrandALIGN™ program is initiated post brand strategy development and is tailored to meet client’s individual brand implementation requirements, across four key areas:
1. Internal Communications Program
- Formal employee communications program designed to aid employee awareness and understanding of what the brand stands for and to ensure behavioural and visual brand consistency.
2. Brand Leadership Education
- A series of brand leadership training workshops are conducted with all levels of management to up-skill and provide tools and actions for internal brand implementation and delivery. The objective of brand leadership education is to empower managers for effective change management for leadership to be seen as “living and breathing” the brand.
3. Employee Engagement
- A series of employee engagement workshops are conducted to communicate a consistent brand message, instill ownership of and personal contribution to the brand (what’s in it for me?) and embed the actions required for on brand behaviour.
4. Operating Process Alignment
- Focuses on procedural alignment within and organisation. Utilising our touchpoint tool an audit is conducted to identify, prioritise and optimise high impact touchpoints between the company and stakeholders. This aims to reinforce consistent brand messages and to continually improve the customer experience.
BrandMONITOR™ - Brand Management
"Blackwoods has used The Right Group for both market research ( customer satisfaction and pricing audits) and brand strategy development work. We are impressed with their commitment to understanding our business and our needs, and their flexibility to deliver on these requirements. Their brand strategy development services are commercially focused to deliver good quality outcomes which are readily understood and capable of effective deployment.”
Graeme Downing, General Manager Sales & Marketing, Wesfarmers Industrial and Safety
The BrandMONITOR™ program is designed to assist organisations manage their brand effectively.
- Establish internal and external KPIs
- Measure and monitor brand effectiveness and health via market research both externally and internally.