A short presentation on the rules of brand transformation from my personal experience across many clients - specifically how to ensure a successful outcome. Get in touch for more information.

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BRAND TRANSFORMATION PRINCIPLES
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INSIDE OUT
Don’t start with the brand campaign. The purpose of brand transformations are
to create stronger more focused businesses. Build the brand internally first.
Ensure staff buy-in. Help everyone know their role. Make certain promises can be
kept. Then marketing activity can begin.

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GO BACK TO BASICS
Every brand transformation is a evolution, not a revolution. You need to bring a
company along for the journey and ensure confidence in delivery & people
keeping their jobs. At the heart of the transformation is something the company
has always done well. You need to give it relevance or new meaning.
Example: Fuji is the ultimate example of this - a pivot from photography to
skincare based on expertise in preservation.

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BEHAVIOURS, NOT VALUES
Integrity, innovation, accountable, trust etc.
They are too common-place, meaningless & often ignored. Go straight to the
desired behaviour instead
Example: If you want to foster greater collaboration, be clear how you want to
achieve this beyond ‘teamwork’, thinking inter-departmental collaboration.

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CHANGE FROM THE TOP-­DOWN
Management need to play their part in brand transformation. Management sets
the example and give permission for people to change their behaviour. You need
visibility, change in language (talking points) and real symbolic acts.
For example: If you want greater collaboration, make everyone accessible in the
office.

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PURPOSE INSIDE
PROMISE OUTSIDE
Purpose unites workforces, but its often meaningless to end-users, resulting in
pretty advertising that lacks substance. Instead ensure a purpose has a clear
promise to be executed externally that invites interest.
Example: IBM’s purpose is to create a smarter planet, but it transformed its brand
by promising to solve client problems from eCommerce to healthcare.

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NEVER LAUNCH A LOGO
Brand transformations need to be born from substance (a new product, new
insight, new service levels). A new logo (only if you really, really have to change it)
should be the last thing you announce. You want people to notice the company,
but you don’t want anyone to talk about the logo.

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WIN OVER THE I.T DEPARTMENT
I.T departments are often the forgotten people in the brand process. Often in a
different building, they live in a world of constant updates, they have seen it all
before and have the highest bullshit detectors. If they start repeating the
message, the transformation has been a success

9. BRANDORDER.COM
TC MILES
DIRECTOR, BRAND ORDER
17 YEARS – BRAND & COMMUNICATIONSSTRATEGY
SECTOR SPECIALISMS
• SERVICE & B2B BRANDS
• ALIGNING COMPLEX BUSINESS (MULTIPLELINESOF BUSINESS,
CULTURES, AUDIENCES& OBJECTIVES)
CAPABILITIES
• DEFINING CATEGORIES (EXISTING & EVOLUTION)
• BRAND DEVELOPMENT & POSITIONING
• CAPABILITY PRIORITIZATION
• EXECUTIONPLAN OF BRANDINSIDE-OUT
• COMMUNICATIONS & CHANNEL PLANNING
KEY STRENGTHS
• UNITING DISPARATECULTURES& AGENDAS
• SIMPLICITY
• A FOCUS ON EXECUTION
CONTACT
tc@brandorder.com
+61 (0) 420 460 408