While the trading name and logo of a client had seen good service over more than a decade, it was time to make a change to something more meaningful, current and fresh. The work to get there provided a fantastic opportunity that was much more than just a new logo, colours and website.
Their business plan focussed on two main needs – customer attractiveness in terms of growth and to position better as an employer of choice.
They have always struggled with defining its value proposition and in particular its identity in the marketplace. In fact there was a large gap between the ‘business leaders’ understanding of a re-brand and professional approach to rebranding.
Stoke Consulting ensured that the change plan to the new style was created with a number of factors in mind.
A project plan was developed to address affected stakeholders such as customers, suppliers and staff, and the rollout announcements were again supported by the brand professional to ensure messaging was focussed, measured and effective.
The program took about 12 months from proposal to announcement and we were keen to ensure the client did not drown in actions. To achieve this we ensured that the change was paced to ensure quality completion and avoided the risk of embarrassing errors.
Budget in both cost, time and management of internal disruption were addressed and tightly curated. The success of the program was monitored effectively using factual metrics combing with proper customer check-ins.
Ken’s senior line and consulting exposure has spanned many decades in metals and automotive manufacturing and distribution, oil & gas and IT services in national and international roles. Ken has delivered direct accountability for effective change strategies, program execution and continuous improvement and innovation in Australia and internationally.
