Abs Brand Concept

External Customers

Potential Employees

Internal Customers

TODAY’S CONVERSATION • Branding Philosophy • First 100 Days • Brand Audit • Potential Brand Positioning • ?????

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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

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Literature

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Press releases

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Recruiting

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New product launches

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Web management or new Site

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Customer newsletters

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Email campaigns

Global brand standard creation Social media Crisis communications Photography

Internal Communications •

Intranet management

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Employee newsletters

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Town Hall meetings

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Annual reports

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Roadshows