BRANDINSIGHT

Brand Talent

is the best guide to action

It is in the truth of who we are, of a company’s own identity, that lie uniqueness, distinctive talent and the brand’s natural competitive edge.

Brand Insight provides a snapshot of the brand’s strengths in order to:

• verify the degree of harmony between who we are, what we promise and how we communicate it.
• highlight brand resources, potentials and critical points
• provide clear indications to orient future actions

Competitive pressures and complex scenarios may incite reactive or even imitative behaviors that weaken the brand’s potentials while demanding great expense.
The real challenge for companies is to keep a focus on their own identity. Success here depends on the capacity to promote and develop individual and collective talent.

Areas of Focus
The snapshot is created through the observation and analysis of:

• the perceptions of the internal audience who experience the brand from within and communicate it to the outside through their behaviors;
• the narrative that the company creates to communicate itself and its products through its outward communication.

Distinctive Characteristics
Multidisciplinary Approach, because it involves the integrated use of generally distinct perspectives and instruments (Brand Strategy and Brand Engagement)

Participatory (company employees are active protagonists), flexible (methodology tailored to client needs), and fast (employing readily accessible resources) Work Process

Use of Landscape Teamwork Experience®, an instrument that makes it possible to explore an “object” by uniting two levels of observation: one, projected-symbolic, in which the landscape is a representation of the specific company, its identity and its values; the other, literal, in which the landscape is constructed so as to provide an opportunity to gauge a complex of skills and orientations such as influence and direction, realization, cooperation, creativity.

Delivery
Document assessing the existing situation in terms of:

• principal harmonies and disharmonies among the truly distinctive characteristics of the brand and that which is communicated;
• qualities of the climate within the business and level of effective fruition of its individual talents;
• thoroughness of communication to all key counterparts, full or imperfect consistency of the message conveyed to them.

Road Map, guiding future actions:

• indications for short term actions – quick win – to soften identified disharmonies and/or accentuate strongly unique yet underdeveloped brand elements;
• indication of the principal strategic actions to achieve concrete steps along the brand’s developmental path and to better interpret, enhance and reap the benefits of its unique characteristics.

“Experiential” Materials (stories, photographs, videos) produced by the internal audience, which may be capitalized on in internal and outward communication.

To whom it is addressed
The service is addressed to all companies with a strong product culture resulting from a specific talent who seek to amplify that talent via a coherent process of brand development.

For more information on the service, write to: brandinsight@robilant.it