Walking a business through change
I had the privilege of guiding over 85 of the Lifelink team through the brand journey we’ve all been on. Some were familiar with me, while others had no idea who I was or what a brand truly was.
Plus this was an hour slot during their annual all team development day… so the pressure was on.
So, where to begin?
Rather than diving straight into the work, I tried to empower them with a foundational understanding of what a brand represents.
Good brands establish an emotional connection over time, embody specific values, beliefs, and possess an origin story that resonates with US.
To set the stage, I started the session by sharing who I am, my beliefs, my background story, and my purpose. I was honest, authentic, and at times, vulnerable.
By the end of the introduction, everyone knew me beyond a simple ‘Hello… I’m Chris.’
It paved the way for discussing well-known brands like Dove or Disney and our connections with them before delving into the brand journey, covering everything from brand discovery sessions to strategic work.
The fact that an hour and a half flew by and was followed by excellent questions is always a positive sign. A few examples of the questions asked include:
- How can we track the impact of our work?
- Do you cross-pollinate ideas in our category or approach it from a fresh and unique perspective?
- How can we protect a brand if someone wants to copy it?
One amazing lady mentioned that before the session, she had no idea what a brand truly meant, but by the end, she fully understood its essence – revolving around people, emotions, and connections.
That was cool.
This process is integral to change management, ensuring that everyone within the organisation is involved at its core throughout.
As a final thought, while preparation is obviously crucial, being authentic is even more so.
My style focuses on making the experience engaging, educational, inspiring, and fun, as you have to enjoy what you do or what’s the point in doing it?
