Giving a loyal team a shared North Star
Helping an established British heritage luxury brand, with centuries of history, connect its different business channels, and its people, to one clear brand direction.
The challenge
The business had multiple distinct areas, each with a clear idea of its own proposition. What was missing was a strong, common link back to the overall brand.
Employees felt real loyalty and pride in the business. But without a common language, it was hard for everyone to head in the same direction, or to decide which new opportunities were right for the brand.
The solution
I took a phased approach, starting by listening to the people who bring the brand to life every day.
Listen. Eighteen in-depth interviews with colleagues across every department and site, from the leadership team to recent joiners.
Articulate. A workshop with the leadership team to explore the themes, followed by a simple brand framework: vision, mission and values.
Embed. Workshops to help teams understand their different customers and agree what they'd stop, start and continue doing to deliver a better brand experience.
The results
The business now has a shared North Star that everyone can understand and act on.
One brand framework. A vision, mission and values that unite every part of the business.
Deeper insight. A clear picture of what employees value, and the everyday frustrations getting in their way.
Clearer customer focus. Customer profiles that help teams look beyond their own area.
Practical next steps. Actions each team agreed to take to bring the brand to life.
