Managing your brand as a strategic asset will deliver your organisation:
- Increased trust and loyalty from existing customers
- New customers who are seeking better value
- Increased recognition in the marketplace of what your brand stands for
- An ability to attract and retain the best people
- Reduced customer churn and increased market share
- Increased brand equity and reputation
- Engaged, committed and productive employees
- Overall improved business performance
Our philosophy:
Vision + Culture + Image = Brand
The cornerstone of our approach is to achieve alignment between company vision, internal culture and marketing image; the sum of these we define as brand.
The Right Group’s proprietary processes in organisational branding cover three highly related and integrated areas:
Our approach is not rigid, rather a suite of customised service solutions that will assist different companies at different stages of the strategic Brand Management Process.
How we can create value for your organisation:
The Right Group’s BrandMAP™ program is designed to assist organisations develop their unique brand DNA and future strategic brand position into a credible and compelling stakeholder promise.
The outcomes of BrandMAP™ are a commercially driven brand & culture plan which is aligned with the organisation. The program can be tailored to meet clients’ individual requirements across three key stages:
The Right Group's Brand & Culture Wheel
Our Brand & Culture Wheel enables a company to define what it stands for. Our approach to brand planning is commercially focused so your brand strategy is more than just a name and logo. The result: Your brand will drive your business.
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Internal Brand Audit
- Understanding strategic priorities and business strategies.
- Management and employee feedback (interviews with management, employee engagement workshops, employee surveys).
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External Brand Audit
- Market research to understand perceptions of the brand (customers, non-customers, channel partners, local communities etc).
- Review competitor brand positioning.
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Brand & Culture Strategy Blueprint
- Outlines an optimal strategic direction for the brand and internal culture, which is based on key insights gained from the internal and external audit findings.
Key questions addressed:
- How can your brand be a driver of your organisation’s future success?
- Who are your primary stakeholders and what are their perceptions of your brand relative to your competitors?
- What are your customer’s purchasing needs and behaviours, and how do you perform in their eyes?
- Who are your competitors and how are their brands positioned in the marketplace?
- What do your staff think and feel about your organisation?
- How engaged are your employees?
- Are gaps evident between the vision, internal culture and image of your organisation?
- Do you have sufficient resources to successfully manage your brand and internal culture?
Click here to discover how to live and breathe your brand.
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