One of my favourite assignments so far led me to a company that had just developed its brand two years ago. Still, the Head of Marketing noticed that their team knew little to nothing about the values, mission, and vision that were defined in that process. Their wish: Review the current brand strategy with the whole team.
Developing a workshop framework that allows almost 20 people to collaborate, create and prioritize is challenging. But with the right methods, this workshop became not only about the brand – but about the team.
The result? A complete brand makeover wasn’t necessary. But some alterations here and there made a profound difference for the team. They felt involved, heard, and connected to each other and the company’s purpose. I consider this my most successful project so far.
Including a diverse selection of employees, stakeholders and team members in your brand development process serves the goal of gaining an all-round perspective on the inner and outer perception of your brand.
