Wiedemann Lampe’s Alex Lampe speaks to Entrepreneur about how leaders can use brand to ensure their business transformation efforts lead to real, measurable change:
Let brand create meaning behind change: if your teams understand why things are changing, and are given a purpose to centre their activities around, business transformation can be the catalyst for wider internal engagement and cultural change.
Engage stakeholders without pretending we’re all the same: we all know stakeholder engagement is essential to implementing change, but this should never be at the expense of individuality. Yes, our priorities, our worldviews and our approaches might be different - but it’s by understanding and celebrating this difference that we create healthy businesses.
Use structure to communicate intention and scale: brand architecture is a valuable tool in communicating not just who you are as a business today, but where you want to in the future. It is a way of framing decisions that ensure they are made with rigour and credibility - in a way that everyone can understand.
Whether your instinctive lens is brand- or business-first, by taking the time to consider the two in partnership, chances are you’ll transform your business in ways that really yield results.
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