Having a beautiful brand is actually not an easy thing to achieve.
To create a proposition that nails your uniqueness whilst connecting with your audience’s needs, using simple, clear (we call it “bull-shit free ”) language, is no mean feat.
But for us that’s just the beginning. The real trick is to then bring it to life across every part of the business; for your brand to be something you use to connect the team, drive every decision, something that will attract talent, excite your team, define your workplace culture and hold you all accountable for your behaviours… even at the Christmas party. (assuming we’re allowed one this year!).
It’s not quick and it’s not easy. But we all know the brands that do this well, thrive. So let us help.
Let’s face it, if we’re operating in a crowded marketplace we’re all saying pretty much the same stuff; “wealth of experience…track record…best in class team” blah blah yawn yawn.
Having a real brand means understanding and clearly defining the thing that actually makes people chose you over the guy up the road. Once you have this golden nugget, this beautiful thing that no-one else can say, a real brand, with a strong workplace culture, will use this powerful clear positioning as a lens to drive every communication, decision and behaviour. Because it makes sense to be shouting loudly and always reflecting the thing that’s your strength. Because that’s what will drive growth.
Having a workplace culture that isn’t connected to your brand is a bit like having a goalkeeper protecting the wrong goal.
The whole point of your workplace culture is that it must be completely reflective of, and designed to bring your brand to life. A brand must be seen, felt and heard throughout the business to make sure it’s amplified; to make sure everyone is motivated by this great thing internally and compelled to buy from you externally. Put simply, in a world of ‘always on’ transparency is no longer an option. You have to make sure what you’re saying knits perfectly with what you’re doing.
Having a culture that isn’t connected to your brand is a bit like having a goalkeeper protecting the wrong goal.
The whole point of your workplace culture is that it must be completely reflective of, and designed to bring your brand to life. A brand must be seen, felt and heard throughout the business to make sure it’s amplified; to make sure everyone is motivated by this great thing internally and compelled to buy from you externally. Put simply, in a world of ‘always on’ transparency is no longer an option. You have to make sure what you’re saying knits perfectly with what you’re doing.
For the majority of businesses, we live and die by the strength of our people yet attracting, retaining and getting the most out of your talent is what keeps most CEO’s up at night.
This is not just HR’s challenge. Building a knock-out Employee Value Proposition that acts like a magnet for new talent and creating a high performance company workplace culture where everyone has the same language and belief to drive the business forward, starts with the brand and ends with the responsibility of everyone in the company. When you get all this right it’s like bloody rocket fuel.
Change Management
Where the really hard work starts
Once we’ve nailed the brand piece, the next job is to get everyone lined up behind the positioning, to make sure every edge of the business is living and breathing it, so what you are doing is the same as what you are saying. This means everything from obvious bits like look and feel, right through to the intricate edges of Customer Services, Sales, Ops and Finance.
There’s no quick fix and change takes time, but the good news is that we’ve done this loads of times before so we can hold your hand on those wet Wednesday afternoons when it all feels a tad overwhelming.
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Putting it all together
So in its entirety what we can give you is:
A truthful, powerful brand positioning
Brought to life and amplified right across the business, forming a strong workplace culture
Delivered by a motivated, talented, high performing team
Aw shucks…
Don’t just listen to us:
``We worked with Glow on defining both the Ladbrokes and Coral brands. The process was seamless, brilliantly executed, created unbelievable alignment internally & externally and has been like rocket fuel for our brands. Emma made what was incredibly hard work really fun and inclusive. Glow is now a regular and crucial part of our team.``
EMEA CEO
GVC
``We chose Glow as our agency over a huge global network agency and never looked back. They are just great to work with; they wrap themselves around us, challenge on all the right stuff in the right way and always deliver brilliantly``
Chief Marketing Officer
Virgin Loyalty
``Emma and the Glow team have completely transformed our business. It started as a rebrand but they have done so much more. They got right under the skin of our business and helped us revamp not just our branding but team culture and our entire approach to the market!``
Tamara Littleton
CEO, The Social Element
``Before I met the team at Glow I was convinced that if people wanted to buy stuff they would do so by going up the high street and visiting a shop! Glow completely transformed our marketing strategy and put us on the map digitally``
Marcus Wareing
Chef
``As strategic brand consultants ourselves, Emma is the only person in London who I would trust to work with us on our positioning and our individual development. She has led us on a seismic journey but made it feel simple and obvious. Six months on and we are actually now too busy. We owe her so much.``
Adam Morgan
Founder, Eatbigfish
``The work we did with Glow on developing #RiseWithUs was game changing. We managed build a clear proposition that worked across the marketing, fashion, film, drama and art worlds. Emma and the team brought a huge amount of strategic thinking, energy, drive and those all important connections that made the entire project thrive.``
Kanya King
Founder MOBO