Brand and Culture Alignment

Unlocking Organisational Success.

 

Overview

This process is designed for brand leadership and culture stakeholders in companies aiming to align brand essence with organisational culture. We guide you through a comprehensive journey that includes workshops, research activities, and strategic planning sessions. Our approach helps unlock your brand essence, reaffirm company values, conduct in-depth brand research, and develop a tailored roadmap to effectively align brand and culture.

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Step 1: Unlock Brand Essence

Facilitated session utilising the LSP method to uncover and define the company’s unique brand essence.

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Step 2: Conduct Brand Research

Gather insights from internal and external stakeholders to inform brand alignment strategies.

Step 3: Reaffirm Company Values

Ensure alignment between brand promise, core values, and organisational culture.

Step 4: Develop a Roadmap for Alignment

Develop actionable strategies to operationalise employee experience and embed values in organisational culture.

Step 1: Unlock Brand Essence

Objective: To uncover the core essence of your brand using LEGO® SERIOUS PLAY® method.

Duration: 4 hours.

Attendees: Maximum 6 members from leadership team.

Agenda:

  • Introduction to LEGO® SERIOUS PLAY® and its application in brand strategy.
  • Icebreaker activity to warm up and set the creative tone.
  • Guided LEGO® SERIOUS PLAY® session focusing on exploring individual perceptions of the brand, its values, and unique attributes.
  • Group discussion and synthesis to identify common themes and insights.
  • Capturing key findings and insights for further analysis.
Step 2: Conduct Brand Research

Objective: To gather diverse perspectives on the brand from employees, partners, board members, and clients.

Approach:

  • Develop a comprehensive questionnaire covering aspects such as brand perception, alignment with company values, and areas for improvement.
  • Distribute the questionnaire to up to 50 selected stakeholders.
  • Collect and analyse the responses to identify patterns, discrepancies, and areas of alignment or misalignment.
Step 3: Reaffirm Company Values

Objective: To ensure alignment between the brand essence and company values.

Duration: 6 hours.

Attendees: Leadership team and brand custodians.

Approach:

  • Workshop with key stakeholders to revisit and reaffirm the existing company values.
  • Facilitate discussions to explore the relationship between these values and the brand essence identified in the previous workshop.
  • Identify any gaps or inconsistencies and refine the values accordingly to better align with the brand essence.
Step 4: Roadmap to Align Brand and Culture

Objective: To develop a strategic roadmap for aligning brand and culture. This will be presented to leadership team and brand custodians.

Approach:

  • Utilise insights from the brand essence workshop, brand research, and reaffirmed company values to inform the development of the roadmap.
  • Facilitate collaborative sessions with cross-functional teams to create an action plan.
  • Define clear goals, timelines, and responsibilities for each initiative.
  • Develop metrics and mechanisms for monitoring progress and measuring success.
  • Provide guidance on integrating the roadmap into existing organisational processes to ensure sustained alignment between brand and culture.

Get in touch to discuss your brand and culture alignment needs

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