STRATEGIC BRAND STORY™
A simple example of what we’re talking about, in a Strategic Brand Story™ narrative. The human face of our own brand strategy.
I work for a brand strategy consultancy that liberates people-power!
People do not want to live-to-work anymore: they now expect work to fit the way they want to live their lives. They want to be respected as human beings, not just as workers. They want to choose the best employer: an organization where they will spend a large part of their daily lives, yet with all the flexibility they need and want. They want to understand who their company is, what it does and, even more so, what it stands for, in both the marketplace and in society at large: they want to be motivated. And once people have made an informed choice, and joined the “right” company, they want to continue learning and growing, as well as to share their pride in being part of their chosen organization, and its related brands.
However, too often people are lacking a way to fully appreciate who they are working for, or to express their pride confidently, and in a compelling way: they simply don’t know, because they simply have not been involved.
They are looking for new relationships with employers, based on trust and empathy, or… they will leave, in search for better employment.
Companies can’t stand still: they need to evolve to a new organizational culture, with people at the core, where employees feel free, respected, part of something positive and want to share their own experience, or… they will lose their best talent.
brandstory exists to liberate People Power inside the organization.
brandstory specializes in uncovering the organization’s own unique Strategic Brand Story™, helping its people to understand, to appreciate and to share with their own personal, business-related and social networks who they are working with. brandstory leverages the collective effort of the organization’s human resources to reinforce a distinctive corporate culture, to motivate and reward people’s natural predisposition to belong, while increasing the return on staffing investment.
brandstory | the human face of brand strategy.
Power to the People!
WHO YOU WILL BE
Two highly motivated senior Brand Consultants who are widely experienced, have multi-comm disciplines expertise, have lived and worked in multiple international locations, are people-centered, are insightfully inquisitive, are highly pragmatic, are inherently passionate, are deeply involved, and who thrive on getting their hands dirty in the trenches of Strategic Brand Story™ development.
HOW A BRAND STORY IS UNEARTHED, CRAFTED AND SHARED
Every brand, every organization-as-brand, has its own unique brand story, just waiting to be discovered by the brandstory three stage process: Exploration, Imagination, Narration. A genuine competitive advantage just waiting to be revealed and exploited.
A PLUNGE INTO THE
We start with analysing all the existing information already available within the organization: documents, research, informative materials, past communications, websites, competitive info, etc… you name it. More importantly, we also talk with and listen to client management, staff and other stakeholders, both internal and external, to discover new insights and to make new connections. All are then documented by a written Exploration Summary Report.
THE BRIDGE BETWEEN
LOGIC AND EMOTION
We bring together the emerging common traits, anecdotes and “truths” to define / refine the brand’s strategy and its human face: in an original, credible, memorable, motivating and shareable narrative: your own brand story.
“REACH & FREQUENCY”
Sharing the new brand story with key internal stakeholders, subsequently and consequently motivating and empowering all your people to become storytellers themselves, sharing your, and their, brand story with their own personal, social and business-related networks.
DEVELOPMENT PROCESS OUTPUTS
These are typical outputs following each phase of the project development.
EXPLORATION SUMMARY REPORT
SUMMARY OF FINDINGS
KEY STRATEGIC ISSUES
TOUCH POINTS PLAN
TOUCH POINTS MAP
These are examples of possible touch points to execute the Strategic Brand Story™ along the different employment moments / stages.
LINKEDIN COMPANY PROFILE
HOW LONG DOES THIS PROCESS TYPICALLY TAKE
The entire process typically takes three months: seven weeks for the Exploration Stage, three weeks for the Imagination Stage and two weeks for the initial Narration Stage, up to the official launch of your Strategic Brand Story™.
HOW THE ENTIRE PROJECT IS MANAGED
Throughout this entire process, brandstory’s partners are directly involved, in first-person, in all phases of the process. We report to client management and work closely with the organization’s own designated project leader.
HOW WE DETERMINE OUR FEE
brandstory believes that its contribution will increase people’s productivity and an inevitable return on your existing staffing investment. brandstory’s fee proposal is guided by the size of your staff and its related costs, capped at a highly affordable level, no matter the size of the organization.
WHO BRANDSTORY HAS WORKED WITH
These are but some of the companies and brands that we have helped to tell their own story.
I have been working six-day weeks, fifteen-hour days, for more than two years now, but this is the first time I have really understood who I
am working for
Conad Private Label Brand Manager
Our story has allowed us to get our entire organization on the same page in a way that is comfortable for them...
Global VP Marketing, Haworth
The Organic Workspace People
I am personally grateful for your insight and strategic thinking that has given us the best possible chance of success
Project Director, St Pancras
... the most creative and insightful I have engaged with in my 35 year career
Worldwide CEO, Therma-Tru
We will not forget that these benefits flowed from your original brand story... and from your help in bringing it to life throughout
Commercial Director, FINA