-8.png)
CONSULTING
Brand Arrow® IDEA is a consulting process designed for large or multi site teams that allows for deep one-on one engagement with key stakeholders.
Used in over 90 client engagements over 11 years, the IDEA process is designed for organisations with a staff of up to 200 with a global or multi site leadership team, with a wide diversity of leadership direction and the need for deeper one-on one engagement.
INSIGHT
To understand the essence of the client, the dynamics of the operation and its ambitions by spending time with the leadership team, visiting its operations and completing confidential depth interviews with key stakeholders across the organisation.
I
DEVELOPMENT
The preparation, moderation and analysis of a three hour workshop with key stakeholders to start to explore the themes coming from the Insight stage.
D
EXPRESSION
To develop and present the brand strategy that wraps up all the learning from the previous two stages and captures the essence of the brand in an accessible and concise way. This also includes the development and presentation of a creative brief.
E
APPLICATION
The brand strategy and learnings from the process along with a clear breakdown of the application needs will be contained in a communications brief that is be used to guide the development and cost estimate for marketing collateral.
A
BRAND ARROW IDEA FRAMEWORK
®
Brand Arrow® IDEA usually takes between 10 to 18 consulting days over a 4-6 week period with the following deliverables contained in a 5,000 word Brand Strategy report.
1: SECTOR
Distilling the sector needs, themes and future trends that will shape the brand
2: VISION
Your destination - the barriers and drivers to reaching it
3: POSITIONING
Describing the essence of your organization
4: PROPOSITION
Communicating that essence to your audiences
5: VALUES
Capturing your character in six words
6: AUDIENCE
Defining who to, and who not to, engage with
7: KEY MESSAGING
Creating the most powerful hierarchy of messages
8: ELEVATOR PITCH
A concise definition of the
client problem and how the
brand solves that problem
9: COMMUNICATIONS BRIEF
A directional brief to deliver absolute clarity to the client and design teams
To explore the benefits of the Brand Arrow® IDEA process, please email Bruce here.
BRAND ARROW® IDEA FEEDBACK
"Bruce brought with him a keen strategic vision and a spirit of collaboration and encouragement. We are grateful for his contribution to our business and wish him well."
Uwe Weiss, CEO, Blue Yonder
"Brilliant! Bruce took the senior leadership team through the Brand Arrow IDEA process, helping us focus on the value we deliver to customers, shift our mindset and identifying the need for a benefit led brand strategy that is now shaping the content of our new web site, marketing collateral and messaging. Great job thank you."
Sal Murdoch, Marketing Director, Fiscal Technologies
Yes, Bruce delivered a brand strategy that has shaped how we communicate with our customers, but, it was the way he engaged with us that was actually more influential because it created space for the whole global network to work together to create a strategy that we all own and are proud of.
Rick Seabrook, Managing Director, Europe.
"The most striking thing about Bruce is his capacity to listen. He was able to take what's in the culture of Hampstead Tea and develop a brand strategy that has become a powerful tool in helping us evolve our brand."
Kiran Tawadey, Founder, Hampstead Tea, London
BRAND ARROW SOLO
®
You don’t need to belong to a large organisation, or even any organisation to be able to work directly with Bruce. With Brand Arrow Solo you’ll get a copy of Bruce’s award winning book ‘What’s Your Point?’, an interactive Brand Arrow chart and a large A1 wall chart along with 4 1 hour online mentoring sessions where Bruce will guide you in the development of your own brand strategy.
THE AWARD WINNING BOOK 'WHAT'S YOUR POINT?'
(HARD OR E COPY)
THE PROPRIETARY BRAND ARROW® WALL CHART
4 x 1 HOUR VIDEO SESSIONS OVER A 2 WEEK PERIOD
To find out more if the Brand Arrow® Solo would work for you, drop Bruce a line here.
BRAND ARROW® SOLO FEEDBACK
"Being able to get Bruce’s in-person sage guidance online while we went through the book and exercises was invaluable. And the added flexibility of being online meant we could get diaries together much quicker and do shorter, more focused sessions. Highly Recommend!”
Dr. Andrea & Jon Taylor-Cummings, Founders, 4 Habits
"Bruce helped me to articulate the key messages of my brand in a credible, compelling and crystal-clear way. I found it easy (and even enjoyable) to follow his tried-and-tested 'Brand Arrow' process; the end result of which has been a significant step forward in the way I manage communication of the Transparency Task Force. I'd highly recommend Bruce and his approach, he's a pleasure to deal with and his ideas work."
Andy Agathangelou, Founder, Transparency Task Force