Whole Brand Questionnaire
June 30, 2014
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July 2, 2014
The Steps to Creating a Whole Brand
Discovery:
WHAT Brands reflect the emotional and intellectual ties that a company and its graphic reflection have with its customers and employees. Discovery is what identifies those ties.
WHY Great Brands have consistent emotional ties between employees, customers and other stakeholders. Discoveries help define issues and opportunities.
HOW Discoveries are a series (15 – 20) of one-on-one interviews with a defined set of stakeholders, management, employees and primary customers.
RESULTS Whole Brands produces a written document for presentation that defines what success looks like. This includes the Reasons for Success, the Potential Barriers to Success, the suggested Key Brand Values, a Brand Promise and potential Positioning Statements. These findings are presented to those involved in the Discovery Process.
KEY ISSUES What is the most emotional connection of the employees and customers to the Brand? What’s the truth? Why the loyalty?
Graphic Design:
WHAT Creation of a Visual/Graphic package that communicates visually what success means to the company’s visual identity. Logos, colors, fonts, writing texture and page designs all become important in the communication of a Brand.
WHY The graphic designs and visual executions are the emotional connections that customers and employees identify and relate to; they create the emotional ties that drive loyalty.
HOW Whole Brands has relationships with several graphic designers, and can also work in partnership with an in-house design staff or your preferred firm. Whole Brands loves to work with teams of talented people.
RESULTS
1. A visual audit of competitors in the defined market. A Brand Guide Book provides guidelines for how the brand should be communicated visually.
KEY ISSUES Can a graphic connection be created between employees and customers’ emotional ties and these visual displays? Can a distinctive identification be created in an over-structured visual world?
The Launch:
WHAT Upon the completion of a Discovery and Graphic Design process, the next step is to Launch or Re-Launch the Brand. Employees First. It is critical that all employees understand and embrace the Key Brand Values, Brand Promise and Positioning Statement before customers are engaged. Customers Second. Former customers first with the world to follow.
WHY The Launch of a company’s Brand allows for a moment in time to confirm or reconfirm WHY the company is in business. Launches are good for the soul.
HOW Each launch, employee and customer is a separate strategy that is developed in partnership with management of the company.
RESULTS A clear and manageable strategy that can be effectively implemented to generate the level of excitement and commitment that helps drive the company forward.
KEY ISSUES Creating employee excitement in the Branding Messages and Visual Package to drive the organization forward. Creating enough excitement for the customers that they become more loyal.
Brand Performance Measurement:
WHAT Does an investment in clarifying and strengthening a Brand pay off? Absolutely! Measuring how much is important. Hiring Whole Brands is a long-term investment in survival. The best time to define a Brand’s strength is shortly after the Launch. With careful foresight, the growth of the Brand can be determined for years to come.
WHY It’s always a good idea to measure the results of investments in outside consultants.
HOW Whole Brands will design or help design a combination of surveys, intercepts and focus groups that create a better understanding of how the Brand is perceived. After the Discovery process is completed, a clear definition of the Key Values and Issues will be available. Whole Brands can both design the work and contract the execution of more complicated studies or execute less complicated projects on its own.
RESULTS A definitive measurement/score that reflects how the Brand relates to its employees and customers.
KEY ISSUES Creating a package of measurements and activities that provide valuable information can be repeated with minimal expense.
Building a Brand Culture:
WHAT All organizations have cultures, defined as how things get done, the way decisions are made and how people are treated. The Key Cultural Values are those things that have been supported with the company’s money, the employees’ time and the nature of the reward system. In order to build a high performance brand supporting culture – Brand Values must be clearly aligned with the company focus.
WHY If the Brand process simply includes a Graphic Package and Tag Line, it will only create a short-term initiative before everything returns to the way it was before. The secret to a great Brand is in how the people embrace its values.
HOW Whole Brands becomes a partner in the creation of a company Brand Team. The team consists of a unique blend of Marketing and Human Resources. Senior Management must be fully committed to supporting the Brand Team in the development of corporate incentives that support the Brand. The Brand Team must represent leaders from the entire organization that are challenged to bringing the Brand alive.
CONCEPTS to EVALUATE Space utilization, organizational alignment, corporate culture assessment, rewards programs, training programs, overall resource/investment needs and policy review.
RESULTS A series of organization initiatives aimed at enhancing the Brand Values that are well thought out and developed with a strategic plan in mind.
KEY ISSUES A company name can be developed in a second by a single individual. A Brand develops forever and needs everyone involved.
Internal Communication Strategies:
WHAT A critical element of a successful Brand process is a well thought out Communication Plan. This includes defining the messages, plotting the frequencies, creating connections to the employees and designing the ways to make communication a key element of a successful Branding or Rebranding effort.
WHY The most important element of power in corporate cultures is who knows what and who knows it when. A great Communication Plan will create a successful Brand Culture.
HOW Whole Brands will analyze the company’s previous communication effort and create a Communication Strategy. Internal staff can implement this plan or Whole Brands can partner as the executor of the plan.
RESULTS A strategy to keep all of the company’s employees informed and excited about what the company is doing and what is happening in the process.
KEY ISSUES Knowledge is power and great Brands develop powerful employees.
External Communications and Marketing Strategy:
WHAT The creation and execution of External Communication and Marketing Strategies are prime competencies of Whole Brands. This includes communicating to customers through traditional and non-traditional methods, retail space utilization, advertising, creative production, special events and sponsorship. Utilization of overall specific elements that help create Brand awareness and Brand growth.
WHY Once the Brand is clearly defined, graphically developed and internally absorbed, the next step is to let the world make the connection.
HOW Once the company has embraced the Branding Position and Value Proposition, it is time to develop a clear and effective external communication and marketing strategy. Whole Brands can develop, create, budget and execute this plan.
RESULTS The creation and execution of a multi-dimensional communication and marketing plan with measurable results.
KEY ISSUES A great plan only works if it’s well-executed. Powerful creative makes all the difference.
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