Brand Strategy & Change Management.
I help businesses going through change get their brand and their people aligned. I work with you to set the vision, create the brand and lead the change management programme that makes it stick.
Big changes, need a clear story.
When I can help you
You're going through significant change. Merger, restructure, new direction. You need your brand and your people to move together.
Your business has changed, but the story you're telling the world hasn't caught up.
You have the building blocks of your brand story inside the organisation, but nothing written down that people can refer to and rely on.
Your vision, mission and values exist, but they live in people's heads rather than a framework anyone actually uses.
You've got a new strategy, but people inside the organisation don't really understand it yet.
You're leading a change programme and you know the human side is the part that will make or break it.
Your leadership team needs to align on the direction and find the words to tell it, internally and externally.
From story to strategy to change.
Finding the story
Before you can build a brand, you need to understand what's really going on. I combine market and competitor analysis, customer research, data analysis and stakeholder engagement to get underneath the surface. What do your customers and people actually think? What makes you genuinely different? Who are your ideal customers and what do they need? From that foundation we build the brand.
Setting the framework
With the insight in place, I build the brand architecture that makes it usable. That means your proposition, values, messaging frameworks, brand building blocks and personas, developed for both external and internal audiences. Not a brand that looks good on a page, but one that gives your people something to believe in and your customers something to connect with. I can then bring in a team of trusted experts to make it look good.
Making it land
This is the piece most brand programmes miss. Using the ADKAR change management framework, I build and lead the internal change programme that ensures your brand is understood, believed and lived across the organisation. Workshops, leadership facilitation, internal communications and change readiness, designed around your people and your moment of change.