The single issue that separates a successful organisation from an unsuccessful one is efficiency – pure and simple. Whatever other factors you may think may influence you, when you look into them, they will all boil down to the same thing.
Businesses thrive because they have ideas that turn into products or services that are bang on the nail as far as customer needs are concerned and they get them to market fast and for the right price – it’s all about efficiency. Your brand is the single most important contributor to efficiency. It is involved at every level of every process, in every corner of your business.
A strong brand enables you to communicate more efficiently to customers, employees, investors, suppliers, distributors and partners. So, customers know that you can offer what they need, investors know what you are doing with their money and partners, distributors and employees have no doubt what they have to do to play their part in delivering your success.
Step one – Creating your Brand Model
The Full Effect Marketing Brand Model does it all, without making life complicated and is perhaps the most important operating document that your business will have. It will play a part in every decision you make at every level, in every area of your business from the time it is agreed, forward. The key element of a Brand Model is the promise that you will make to your customers. Whether you realise it or not, every brand has an inherent promise and businesses that fail usually do so because they don’t deliver that promise.
Step Two – Identifying what it takes to bring your brand to life
The second part of Brand Discovery Programme is where you identifiy the role that everyone will play in delivering your promise. So now you have a Brand Model with a clearly defined promise and everyone understands their role in the process of delivery and that’s where most other methodologies end. Leaving you to work it out for yourself at exactly the point were you need the most help.
Step Three – Making it all happen
Brand Discovery is all about turning understanding into action. For many businesses this is a daunting task and the reason that so many fall at this hurdle is because it’s just too high. The beauty of Brand Discovery is that it takes things step at a time, at a pace that suits your organisation using a straightforward process that doesn’t involve turning your business upside down.
Brand Discovery adapts to suit any organisation, but the best way to kick things off is with a workshop – called, believe it or not, Workshop One, and it’s for the key senior managers in the organisation.
In Workshop One we explore brands in greater depth until everyone understands the role that your brand plays in your business. Because its fact not supposition or creative musing it isn’t hard to grasp, but we don’t move on until all the managers buy-in. Once we have the buy-in we can start to develop the brand model.
This is done through a process of discussion and syndicated tasks, with lots of paper flying around and a great deal of fun – who said that business has to be boring? We identify ten key elements of your brand to end up with the basis of your Brand Model. I take that away and over the period of between a week and a month (depending on whether additional research is required to clarify issues arising from our discussion) produce your definitive Brand Model.
Workshop Two involves the same players and starts by agreeing the finished Brand Model. Moving on we identify what implications the Brand Model has for the way you work, the processes you engage, your structure and most of all, the roles that everyone will play in bringing your brand to life.
By the end of Workshop Two you’ll have the basis of an action plan that I use as a basis for, individual action lists for each delegate. I’ll also give you a format for briefing any action, including those undertaken by partners such as advertising agencies, also a “project process model” and a set of criteria that will enable you to judge the value and success of these and other development initiatives and get it right on strategy every time. Most importantly, you will have the framework for an internal marketing programme that will ensure you are fully and efficiently utilising your most valuable asset – your employees.
The third step of The Full Effect Brand Discovery Programme is actually the first step in your new direction, so it’s by no means the end of the process, but the beginning of your transformation. This is also where Brand Discovery sticks around while others would have left you to your own devices.
Brand Discovery introduces a regular forum where the direction of your business is monitored and actions taken to maintain or adjust your course – in short, strategy meetings. These have a clear agenda based on the same framework each time, plus an approach that allows you to identify the actions you need to take to get you to where you want to be.
As a part of Workshop Two we will have launched an internal marketing initiative that will ensure that all the decisions made in the Strategy meetings will filter through the organisation and everyone will understand and be fully committed to their role in the process of delivering your brand promise, and this is where you will see it really come into play.
By the end of the workshops sessions you’ll be well on the way to painlessly transforming your business into a new organisation with a brand and a promise that everyone in your organisation feels ownership of and is working to deliver. You’ll have developed new processes along the way and as long as you manage them properly your progress will escalate, you’ll become more efficient in all areas and therefore more successful.
I’ll still be around too, to make sure that you stay focused. I usually take part in your strategy meetings for a few months, so I’ll be around to pick up key issues and steer special projects that arise from your ongoing strategy development. I will also mentor managers if its needed, as they adopt a new perspective, adapt to new objectives and create and use new tools.
Brand Discovery enables you to tighten up in many areas of your business including product and service development, customer satisfaction and retention and it’s especially valuable in gaining extra mileage from your external marketing communications.
Many organisations have used the programme as a prelude to logo and corporate identity design – in fact its an essential first step that will add dramatically to the return you get on this kind of investment – and others have applied it to their advertising, using a tool that I have devised that ensures that advertising is always communicating as it should.
So now you know how it works you’ll also understand just how much of an advantage Full Effect Marketing and the Brand Discovery Programme will give you. Whether you are a brand leader or a challenger you can’t afford to waste resources and marketing is one area where most organisations waste most. A Full Effect Marketing Brand Discovery programme will help you build a strong brand that will increase the return you will get, not just from your marketing investment, but because marketing features in everything your organisation does, across the board.