The Branded Customer Service Tool-Kit offers a selection of processes, tools, and resources to assist in On-Brand Measurement.

	Introducing On-Brand Measurement An overview and in-depth explanation of this sector of the pathway, including objectives, key principles and resources available within the tool-kit.
	Leader Guide - On-Brand Discovery A comprehensive guide to lead this integrated consulting process based on principles of business narrative.
	HR Assessment Grid, Exercise Cards, and Worksheets 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.
	Visual Aids – On-Brand Measurement Large, high-impact reproductions of key models and diagrams that pertain to this sector of the pathway. Ideal for workshops, presentations, meetings and discussions
	Activity Cards – On-Brand Measurement 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.
	Sample Brand Culture Survey and Report A sample of a report from the Business Connection survey to illustrate how insights can be gained and interpreted. It also includes a possible set of questions to explore the organizational culture at an even broader level.
	Internal Communications Audit Template 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.
	Focus Group Guidelines and Sample A sample Focus Group question template, plus guidelines and principles for conducting focus groups.

Surveys and Focus Groups

On-Brand Measurement includes a comprehensive survey template based upon the Business Connection Model. This allows the organization to analyze sentiment within the organization across the key dimensions of Logical, Emotional, and Brand Connection. The survey can be conducted in its entirety to provide a comprehensive overview, or segmented to target specific areas of focus around the brand. The Resource Kit includes a sample of a report from the Business Connection survey to illustrate how insights can be gained and interpreted. It also includes a possible set of questions to explore the organizational culture at an even broader level.

Focus groups and one-on-one interviews can be used to draw out the judgments, opinions, and ideas of both staff and key decision-makers. The Resource Kit section of On-Brand Measurement includes a sample Focus Group question template, plus guidelines and principles for conducting focus groups.

On-Brand Discovery Process

On-Brand Discovery is at the core of the measurement process. Issues around brand alignment are complex because they are made up of many interconnected parts. While the dynamic and fluid nature of a service culture seems hard to pin-down in detail, the underlying patterns of the culture can be mapped and interpreted very comprehensively using the business narrative approach.

On-Brand Discovery guides you through a step-by-step process of assessing brand alignment and developing interventions:

• Preparation – Building leadership support, establishing a core team for the process, and planning the logistical needs
• Discovery – Capturing stories and experiences about the culture and brand experience using anecdote circles
• Sense-Making – Interpreting the information by extracting meaning in relation to themes (issues), values (behaviors), and archetypes (character) of the service culture
• Intervention Design – Workshopping to develop a set of small interventions aimed at helping to close the gap between the current and desired state
• Monitoring – Creating sign-posts and events to monitor the impacts of the interventions implemented 

Human Resources Assessment
Almost every intervention of HR has an impact upon the culture of the organization and they have a tremendous opportunity to help align behaviors and actions of both managers and staff to be more on-brand. On-Brand Measurement includes resources and tools to conduct an interactive workshop to help the Human Resources, Training and Development, Employee Communications, and Payroll functions to review their strategies and processes through the lens of the organization’s brand. This is an extremely useful process for people who work in these areas to undertake, either as part of their regular planning process, or as an independent exercise.

Internal Communications Audit In the Internal Communications Sector we highlight the influence and impact that internal communications can make to build an on-brand organization. On-Brand Measurement includes a template to conduct an Internal Communications Audit to help in understanding the nature and effectiveness of existing communication practices. The outcomes of the audit can be incorporated into other parts of the pathway, including the Write On-Brand workshop and the process of developing a Communications Plan.

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