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BRANDORDER.COM BRAND TRANSFORMATION PRINCIPLES BRANDORDER.COM
BRANDORDER.COM
BRAND TRANSFORMATION PRINCIPLES
BRANDORDER.COM
BRANDORDER.COM
INSIDE OUT
Don’t start with the brand campaign. The purpose of brand transformations are to create stronger more focused businesses. Build the brand internally first.
Ensure staff buy-in. Help everyone know their role. Make certain promises can be kept. Then marketing activity can begin.
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GO BACK TO BASICS
Every brand transformation is a evolution, not a revolution. You need to bring a company along for the journey and ensure confidence in delivery & people
keeping their jobs. At the heart of the transformation is something the company has always done well. You need to give it relevance or new meaning.
Example: Fuji is the ultimate example of this - a pivot from photography to skincare based on expertise in preservation.
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BEHAVIOURS, NOT VALUES
Integrity, innovation, accountable, trust etc.They are too common-place, meaningless & often ignored. Go straight to the
desired behaviour instead
Example: If you want to foster greater collaboration, be clear how you want to achieve this beyond ‘teamwork’, thinking inter-departmental collaboration.
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CHANGE FROM THE TOP-DOWN
Management need to play their part in brand transformation. Management sets the example and give permission for people to change their behaviour. You need
visibility, change in language (talking points) and real symbolic acts.
For example: If you want greater collaboration, make everyone accessible in the office.
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PURPOSE INSIDEPROMISE OUTSIDE
Purpose unites workforces, but its often meaningless to end-users, resulting in pretty advertising that lacks substance. Instead ensure a purpose has a clear
promise to be executed externally that invites interest.
Example: IBM’s purpose is to create a smarter planet, but it transformed its brand by promising to solve client problems from eCommerce to healthcare.
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NEVER LAUNCH A LOGO
Brand transformations need to be born from substance (a new product, new insight, new service levels). A new logo (only if you really, really have to change it) should be the last thing you announce. You want people to notice the company,
but you don’t want anyone to talk about the logo.
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WIN OVER THE I.T DEPARTMENT
I.T departments are often the forgotten people in the brand process. Often in a different building, they live in a world of constant updates, they have seen it all
before and have the highest bullshit detectors. If they start repeating the message, the transformation has been a success
BRANDORDER.COM
TC MILESDIRECTOR, BRAND ORDER17 YEARS – BRAND & COMMUNICATIONS STRATEGY
SECTOR SPECIALISMS• SERVICE & B2B BRANDS• ALIGNING COMPLEX BUSINESS (MULTIPLE LINES OF BUSINESS,
CULTURES, AUDIENCES & OBJECTIVES)
CAPABILITIES• DEFINING CATEGORIES (EXISTING & EVOLUTION)• BRAND DEVELOPMENT & POSITIONING• CAPABILITY PRIORITIZATION• EXECUTION PLAN OF BRAND INSIDE-OUT• COMMUNICATIONS & CHANNEL PLANNING
KEY STRENGTHS• UNITING DISPARATE CULTURES & AGENDAS• SIMPLICITY• A FOCUS ON EXECUTION
[email protected]+61 (0) 420 460 408
