Workshops Brand promise definition
Why do so many brands struggle to deliver their promise? It's often because it's ill-defined.
A strong brand promise is one that connects your purpose, your positioning, your strategy, your people and your customer experience. It enables you to deliver your brand in a way that connects emotionally with your customers and differentiates your brand.
Our brand promise workshop brings together key stakeholders from across your organisation. We then start with the very core of your brand - what your brand stands for, its positioning and its values. Unfortunately this is where most organisations stop. This foundation is necessary but insufficient. If you are to create an experience that truly differentiates you then you must also define a brand promise that articulates what your target customers can expect in their interactions with you. What should they experience? How should they feel? And most importantly what do you promise that is unique?
What we'll cover
Using customer experience research, as well as draft definitions to stimulate the debate, we work with your team to define a brand promise that provides the clarity and framework required before you embark on customer experience design. A note of caution: Many customer experience implementation efforts are well intentioned but ill-informed. Individual functions rush off to implement their own customer experience improvement efforts without first having an agreed definition of the outcome required. A clearly defined brand promise provides this. But beware if your ad agency tells you they can do this. It is not an exercise in copywriting but an intensive debate about what you want your brand to deliver.
We don’t do standard workshops. Each is specifically designed for each client. But there’s a few key things they all have in common:
They’re fast paced. A full intensive immersion into the ‘how to’, the tools, the practices that really work and the chance to question the experts. For this reason, we always recommend pre-work reading and assignments so that executives come into the workshop with a shared understanding of the methodology and the terminology
They’re immediately applicable. Whilst covering the theory, much of the time will be spend on the application, so people walk away with practical action plans that can start to be implemented the very next day. We provide guides and tools to help with the application.
They’re interactive. We avoid the usual ‘data dump’ and long onerous power-point sessions. Our style is high energy, challenging, idea-inducing, entertaining and engagingly experiential. If you can’t create a buzz around customer experience at this stage, you can’t expect your team to lead it with any enthusiasm. We use digital and case studies to bring this to life for delegates as well as self-assessments to determine where you are on your journey.
They focus on innovative practice, rather than best practice. They build on our research, books and experience of working with innovative brands around the world. So we draw on examples such as Apple, Burberry, O2 but also include many other less known brands to demonstrate that you don’t have to be bit to be innovative