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The Branded Customer Service Tool-Kit offers a selection of tools and resources to establish and refine the brand DNA of the organization. |
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Introducing Brand DNA
An overview and in-depth explanation of this sector of the pathway, including objectives, key principles and resources available within the tool-kit. |
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Leader Guide – Brand DNA
A complete instructionally-designed guide for leading this workshop, step-by-step. Includes options for customization, additional activities and perspectives according to both your brand and audience. |
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Sample Workbook – Brand DNA
A full workbook that can be supplied to participants in this workshop. Also supplied electronically, so it can be replicated or customized by both content and style to best fit your needs. |
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Activity Cards – Brand DNA
A set of interactive activities to build knowledge and skills around this sector of the pathway. They can be integrated into workshops, or used independently by managers as quick exercises with staff. |
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Presentation Slides – Brand DNA
A full set of powerpoint visual aids to be used in related workshops and presentations. Mix, match and customize to suit your needs |
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Worksheets – Brand DNA
Additional template resources to support specific activities in workshops. In addition to the sample provided, they are also made available in electronic form for easy reproduction |
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Visual Aids – Brand DNA
Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions |
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Sample Brand Books
Brand books are an ideal way to effectively communicate brands and culture of organizations. The tool-kit includes a selection of real examples to provide ideas and inspiration. |
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Brand DNA includes a series of workshop modules to engage key decision-makers and influencers in the process. Directors, executives, and key functional areas including: strategy; marketing (and external agencies); operations; customer services; and human resources, are all key stakeholders that can provide important inputs at this critical stage. And, by being involved in the creation of the brand DNA, these groups will take greater ownership and be committed to driving the process forward.
Workshop
The Brand DNA workshop is a modular format that is divided into the following:
- Setting the scene – an introduction to branding, its components, and how brands connect with customers and staff at various levels
- Setting Brand Vision, Mission, and Promise – clarifying why the organization exists, its goals, purpose and aspiration, what it can be best at, and its point of unique difference
- Consumer Experience and Interaction – defining how customers and staff perceive and interact with the brand and, what the ideal customer experience would be in relation to personal service
- Conclusion – pulling it all together under the Brand DNA model and determining next steps
| In addition, the Tool-Kit includes a selection of activity cards, worksheets, and visual aids to assist in defining and communicating brand DNA. These can also be used in other sectors of the pathway to engage management and staff with the concepts of Brand DNA, and to strengthen their understanding of the specific elements of the organization’s brand. |
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DEFINE | MEASURE | COMMUNICATE | MANAGE | ENGAGE
LEARNING AND DEVELOPMENT
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