Using the research we had conducted, we developed a new brand vision for the business through a series of workshops with the board and the frontline teams. The vision took the form of a simple positioning, 7 ‘way we work’ values to drive cultural change, 4 brand pillars and a simple brand personality designed to guide all communications.
The vision was then translated into 7 key strategic drivers around which the whole business operation was run. Plans were developed to deliver each driver, responsibilities and measurement criteria were established and resources provided. At all times the strategy was always translated into real, on the ground directional guidance.
A new Customer Experience was developed which aligned with the new vision. This was done through a series of workshops which gave the frontline team ownership and ensured practicality. Brand Basics were identified and we developed some new Brand Amplifiers designed to bring the brand to life in a way that got talked about. These were researched and teams and processes established to make the changes.
The new vision and CX was then launched to the business and embedded through training sessions we ran with key influencers in the business, a measurement programme (The Brand Alignment Monitor or BAM) which monitored change across the whole Customer Experience using NPS methodology and inclusion in the company’s reward and recognition programme.
We wrote the brief and guided the development of a new TV campaign and have continued to advise on CX and communications strategy.