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Workshop: The leadership work through serveral brand messaging exercises individually and the results are compiled and presented to the group where we discuss the results at the Synopsis Workshop.
Interviews: Interviews with different"types" of employees is done to receive further insight. The number of interviews is determined at the beginning of engagement.
In a 2002 Harvard Business Review article, Tony Wild, the CEO of MedPointe, worked with seven top managers, many of whom had helped launch the company to develop a unique culture driven by a distinct set of core values. They focused on two core values: “a can-do attitude and the tireless pursuit of results.” Those values were based on an analysis
of a couple employees who personified the qualities they were looking for. Tony Wild went on to state, “As for those employees who can’t embrace or embody these values, that’s okay. They might be a better fit at another company.”
In his book Good to Great, Jim Collins wrote, “Companies need to exist for a higher purpose than mere profit generation to transcend the category of merely good.” This coupled with Viktor E. Frankl’s Man’s Search for Meaning has lead me to believe that purpose and meaning is a core motivation for all humanity.
In Jim Collin’s book Good to Great, chapter three talks about the importance of securing high-quality, high-talent individuals first in order a company to be successful. He calls it “getting the right people on the bus.” So, how will you be able to find the “right” people if you don’t know what your purpose is? The right people are those that believe what you believe. They have the same purpose — when it comes to moving the company forward in the right direction. Look for potential employees who are excited about the company’s purpose. Even if they lack the experience, the skills of the specific job can be learned. Passion and purpose can not. Those employees will work with blood, sweat, and tears, not just for a paycheck.
DISCOVERY Brand Workshop.
RESEARCH Conduct surveys
SYNTHESIZE Distill responses from key leaders and staff
CLARIFY Look for the most authentic and genuine way to communicate
DEVELOPMENT First Draft Written
COLLABORATION Revisions & Rewrites
DELIVERABLE Final Messaging Document
Audience Profiles
Brand Attributes
Voice
Tone
Purpose Statement
Profile
Approach
Promises
Methods
Values
Ambition
Employee Brand Samples
Brand Discovery Process
Kick-off Meeting
Brand Workshop: Messaging Exercises
Exercise Response Synopsis
Define Audience
Clarify Goals, Purpose, Mission, Vision
Core Business Messaging Draft
Delivery of Messaging Document
—
2–3 Weeks
$4,000 — $6,000
VERBAL BRAND DOCUMENT
Cost depends on sie of the orgainzation and number of interviews
—
2–4 Weeks
$5,000 — $10,000
Jän's expertise and strategic thought that he brought to our decision-making were invaluable. We aligned our three main divisions into one in purpose statement — helping position our company for future and attract the type of customer we were looking for.
