Step One: Brand Discovery
• Identify your “sweet-spot” customer
• Develop Brand Promises to the sweet-spot customer
Step Two: Difference Workshop • Creative ways to deliver on Brand Promises
• Employee involvement
Step Three: Assessment and
Planning
• Organize to deliver on Brand Promises
• Ensure unique delivery
Step Four: Brand-Critical
Standards
• Standards of performance necessary to deliver on Brand Promises
• Link day-to-day performance with Brand Promises
Engaging Your Employees
Step One: CEO Coaching
• How to lead a branded organization
• Accountability for organization’s performance
Step Two: Leadership Training
• Improve employee performance
• Develop employees to “fit” your brand
Step Three: Employee Training
• Improve communication and teamwork
• Understand employees work styles
