Organisational Branding

Investing in Your Brand Strategy Will Allow You to Successfully Compete in the Short-Term and Create Sustainability for the Long Term

Treating your brand as a powerful business asset will deliver your company:

1. Trust and loyalty from existing customers
2. New customers who are seeking better value
3. Increased recognition in the marketplace of what your brand stands for and hence rising above current market clutter
4. An ability to attract and retain the best people
5. Low customer churn and increased market share
6. Increased brand equity and reputation
7. Engaged and productive employees
8. Sustained bottom line growth

Our Philosophy:

Vision + Culture + Image = Brand

The Right Group’s proprietary processes in organisational branding cover three highly related and integrated areas:

Our approach is not rigid but a selection of services that will assist different companies at different stages of the strategic brand management process.

How our brand strategy consulting can create value for your business:

Assessing the strength of your brand & developing an optimal position for your brand

Your Current Situation

1. Weakening company focus
2. Poor shareholder returns
3. Increased customer churn
4. Loss of market share
5. Brand offer not competitive and message is confusing
6. High customer acquisition costs

The Right Group Actions

1. Internal Brand Audit - Diagnose your culture and the linkages between your current brand and business strategy.
2. External Brand Audit - Conduct market research to understand the drivers of customer value and brand perceptions.
3. Brand Strategy Blueprint - Define your optimal brand position based on the key insights from the audit findings utilising our BrandMAP model.

Your Outcomes

1. An objective organisational branding scorecard which evaluates what your brand currently stands for internally and externally.
2. A commercially driven strategic brand plan.
3. 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?

Achieving business alignment with your company brand

Your Current Situation

1. Lack of alignment between business operation and company brand
2. Inconsistent brand messages communicated
3. Lack of communication and team work between divisions
4. Silos within the company
5. Lack of brand advocates - internal and external
6. Disengaged and unproductive workforce
7. High customer dissatisfaction

The Right Group Actions

1. Brand Leadership Development Education - conduct customised training workshops across your organisation to show your managers how to lead by example around what your company brand stands for.
2. Employee Engagement - develop an internal branding program which engages your employees to understand and commit to your brand, whereby individual behaviours reflect what you seek to stand for.
3. Operating Process Alignment - we will work with your team to identify, assess and align critical operating procedures that act as brand touchpoints between your company and your customers.
4. Internal Communications Program - develop an internal communication program to raise employee awareness and create a consistent understanding of your brand.

Your Outcomes

1. Customers receive consistent levels of service - brand promise delivered
2. Improved customer loyalty
3. Empowered teams leading by example ‘living and breathing’ the brand.
4. Collaboration, innovation and knowledge sharing
5. Consistent brand messages and experience
6. Internal and external brand advocates
7. Sustained business growth

Managing your brand for sustained growth

Your Current Situation

1. Lack of brand management and ownership of brand within your organisation
2. Increased competitor activity
3. Having difficulty measuring brand effectiveness
4. Unsure of what behaviours to measure
5. Unclear if current organisational branding strategy is working

The Right Group Actions

1. Develop a cross functional team to manage the brand across the organisation.
2. Establish internal & external KPI's - develop brand KPI’s which monitor both internal and external performance of your brand.
3. Market Research - develop a regular brand health program to measure the strength and ownership of your brand attributes within the market.

Your Outcomes

1. Able to measure and monitor brand effectiveness and brand health internally and externally
2. Brand integral to your company’s scorecard
3. Your company brand is owned by all departments not just your marketing department!