External Customers
Potential Employees
Internal Customers
TODAY’S CONVERSATION • Branding Philosophy • First 100 Days • Brand Audit • Potential Brand Positioning • ????? • More bullet •
Sub bullet
BRAND IMPACT AUDIT (2 - 4 MONTHS) Discover & Brief
• What do we have now within ABS Group and Bureau – what’s working and not
Define background and objectives
working? We’ll ask internal stakeholders
Nominate key team, budget and time scales
this question.
eyes, and where do they attain their information? • What are the competition’s messages, and how are they delivered?
Action & Monitor
ABS & competitors? Who are we in their
Set targets and key performance indicators Track Progress
Assess visual appearance Analyze commercial aspects
Utilize findings to identify the issues and problems Define and deploy a strategy and guidelines for change Understand & Implement
Research & Analyze
• What do customers think and value about
BRAND POSITIONING Our competitors tend to focus on two sides of the spectrum, emphasizing purpose as well as products and capabilities. Given size, adjacent businesses and market strategies of ABS’ competition, there is significant opportunity to center the brand around People, Process and Technology.
Opportunity for ABS positioning INTANGIBLES
TANGIBLES WHAT YOU HAVE infrastructure
WHAT YOU DO
products & services
Locations, On-the-ground operations, Turnaround time in emergencies
WHO YOU HAVE people
HOW YOU DO IT approach and process
WHY YOU DO IT
purpose, mission, cause
Focus, trusted advisor, personal service, long term strategic partner, enterprising spirit
BRAND ELEMENTS I’LL TAKE QUESTIONS ON
External Branding •
Tradeshows/events
•
Literature
•
Press releases
•
Recruiting
•
New product launches
•
Web management or new Site
•
Customer newsletters
•
Email campaigns
Global brand standard creation Social media Crisis communications Photography
Internal Communications •
Intranet management
•
Employee newsletters
•
Town Hall meetings
•
Annual reports
•
Roadshows