We work with CEOs and CMOs to build relevant, resilient brands. We focus on three key drivers of success: 1 VISION OF THE FUTURE
For CEOs and CMOs there has never been a more important time to ask yourself: How attractive is your business to talent? How successful are you in winning new customers and investors? If you can’t answer positively, then now is the moment to reset your brand for the future.
future and what you should leave behind. Defining a brand that amplifies the value you create for your stakeholders will build relevance, recognition and competitive advantage for your brand in the market. 3 TELLING A JOINED UP STORY Too often the messages are confusing and the story isn’t clear. Stakeholders struggle to connect the dots. And when different business areas are scrambling to market their offers and services to hit business targets, it’s not surprising different stories emerge. It’s not about a ‘one size fits all’ approach, but a story that connects the business and the brand, typically running on separate paths, when together they are stronger. B2B brands are waking up to the power of storytelling, moving from rational communications to emotive stories to connect with stakeholders on a more meaningful level. For example, CGG engaged leaders and employees in defining their purpose and redefining their brand, elevating the role they play in solving some of the world’s greatest natural resource, environmental and infrastructure challenges, and accelerating their transformation into a global technology and data business. When the business and brand are connected by a powerful story, it unlocks a level of clarity and confidence, mobilising employees and engaging customers to propel you forward.
In a world of perpetual change, it’s more vital than ever to have a clear vision for where you are heading. No-one can predict the future, but by having a clear view on where you want to take the business you’ll be more in control of your destiny. It’s incredible how many organizations allow themselves to be side tracked by the competition, distracted by where others are going, instead of putting energy into their own vision and direction. A great place to start is by defining a purpose statement that connects what you do with what the world needs in a meaningful way. This will act as your north star to guide your decisions and actions as you move forward. 2 WHAT DO YOU WANT TO BE KNOWN FOR? From employees and customers to investors, communities and society at large, brands have to never had to work harder to be relevant across a broader range of stakeholders. Successful, enduring brands are single minded in what they want to be known for. What would you like employees to say, when talking to family and friends? How do you want customers to describe you to a peer? What do you need investors to say to build confidence and credibility? How do you show up in your local communities? With your purpose in mind, think about what aspects of your brand you should take forward into the
IS YOUR BRAND STILL RELEVANT? In a recent survey with energy businesses, 98% of leaders told us they need to adapt their brand strategy in response to the changes within the sector. When we look across the energy sector, as the transition gains pace, everyone is on the move. Some are ahead with a clear sense of purpose, projecting a confident relevant direction. Others are being left behind; unclear how to leverage their brand to project a future facing company that knows where it’s going. And with new entrants changing the landscape and a more complex range of stakeholders to appeal to, how do brands stay relevant when many are struggling to shake the image of yesterday’s company?
Issue 1 - Brandpie Energy 16
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