|
 Services & Offerings Brand Strategy and Organizational Consulting A powerful brand is authentic, relevant and consistent — not only in its messaging, marketing and sales process, but every touchpoint within an enterprise. We specialize in examining an entity and recommending courses of action to specifically clarify and advance its brand. Sometimes, the problem is consistent with the client's expectations. More often than not, we uncover insights and suggest outcomes that can meaningfully “raise the bar.” No two clients share the same expectations nor seek the same outcomes. Our success is not measured merely through a client’s increased sales, improved market share, or their customer retention. Our clients value clarity of intention, focus, and efficient application of their resources. To achieve this, we conduct brand assessments and interventions to optimize relevance. C-Suite Counsel and One-to-One Coaching In’s & Out’s coaching programs identify core competencies within client environments, suggest developmental areas and provide ongoing learning and support to individuals who hold various titles including: CEO, COO, CMO, chairperson, president, director, board member, and executive director.
 The Cornerstone of Our Process Is
the In’s & Out’s Brand Hierarchy™ Brand Hierarchy consists of the following: Brand Values (these are core operating work ethics, not moral issues). Think — • Disney :: Imagination • Universal Theme Park :: Adventure • Nike :: Individualism (Just Do It.®). Brand Vision Unlike a corporate vision statement, a brand vision statement does not focus on the long range view of the company. Instead, a brand vision answers the question: “How will the world be different as a result of our successful mission?” As an example, the brand vision of the March of Dimes is “Every child is born perfectly healthy.” A brand vision should be aspirational, far-reaching and unattainable. Brand Mission Again, this is not the corporate mission — it deals with how the audience perceives the organization’s goals, not how the organization views itself. Disney and Universal own and operate themes parks that each offer vastly different interpretations of entertainment. Brand Positioning Simply put, how does your organization differentiate itself from every other entity that claims to serve a portion of your mission? Staying with the previous examples, Disney is all about imagination while Universal focuses on adventure. For a brand positioning to be valid it must offer three components: - A differentiated offering.
- A narrowly defined target audience.
- A truly unique element.
In’s & Out’s Brand Hierarchy™ Workshops and special services: - Brand Strategy Development
- Crisis Communications and Management
- Media Training
- Facilitation at off-sites and conferences
- Team Building and Conflict Resolution
- Leadership Training
|
