WRAPAROUND BRAND PROTECTION
End to End Brand Assurance
Project brand Assurance encompasses all the activities that help ensure that everything that allows your brand to keep its promise, is kept at the forefront of considerations. It ensures that all activities in the value chain upon which your brand promise is dependent are optimised, protected, defended and prioritised. It also puts the reputation management and brand identity protection the priority it should have in key change activities to maintain brand equity.
Project brand assurance covers several connected activities ensuring that the image, reputation and output of your brand are not disrupted and that what it says on the tin is what it does, time and time and time again. This of interest as you go into new projects as well as when your business is scaling.
Your brand and its underlying purpose and heart can power your brand’s growth and as a driver of objectives, it can be second to none. However, this can be easily forgotten in the heat of projects and transformation exercises. That’s why we are here to ensure that there is independent oversight and protection of purpose and promise for your brand through project brand assurance.
There is also the issue of brand risk which is often overlooked but is insidious, in that it could manifest in successful programmes. Therefore, even when programmes circumvent and navigate the general project risks, and realise the stated benefits, the new operating models may have the net effect of reducing performance and undermining the customer experience across the board as well as the morale and agency of staff. This is a dimension we are set up to focus in addition to other governance. Shielding your brand from the inadvertent reputation danger that can arise from ill-performing operations, unengaged staff or sub-par implementations should be a primary consideration in planning transformation projects.
We believe that transformation should be brand led and by definition, purpose driven and people centric – looking inward to your staff and equipping them for change and leadership. Looking outward to your target segments and prospects and nurturing them for conversion to consumers or consumers to advocates.
Keeping the focus on Brand Love through Structural Reputation Management
Brands that succeed and persist never stop focusing on what they mean to their customers and how they stay relevant. They never lose sight of the fact that everything they do in the business impacts the brand. This is why we have set up the Project Brand Assurance advisory. When you bring us on board as brand assurance partners, you can be sure there is somebody whose business it is to concentrate on the brand’s strategic ideals, goals and principles.
We believe that transformation should be brand led and by definition, purpose driven and people centric – looking inward to your staff and equipping them for change and leadership. Looking outward to your target segments and prospects and nurturing them for conversion to consumers or consumers to advocates. Project brand assurance helps to close that loop.
Some Programme Inititation Actions for Brand Assurance
Brand Standards and CX
- Establish brand purpose, principles, promise and map to proof points in as is process
- Map to proof points in to-be process
- Map CX ‘sight and delight’ points to benefits realisation
- Build risk register of potential points of failure
- Build Risk strategy
- Ensure there are brand risk dimensions in project RAIDs to brand risk standards and defined dimensions
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