The Manor House
Main Street, Aslockton
Founder of New Edge, Richard Flewitt, is a leadership and branding specialist. Richard works in partnership with leaders and business owners to discover, define and communicate the unique attributes that gives a company it's edge.
Many companies are defined by the products or services that they deliver; an outside-in approach where their product is successful, business grows and more products are introduced in order to sell more and maximise profit. The truth is that most people do business with other people, and whereas customers can often find a very similar product down the road at another supplier they will never find another company like yours. Every company has unique traits and characteristics that make it different from the competition, but leaders rarely step out of the buisiness for long enough to discover what they are.
A Brand Discovery session lead by New Edge will help you to identify and articulate the key characteristics that give your company it's unique essence, differentiating it from competitors and making it stand out in the market place.
We use the overused term ‘unique' deliberately.
Every brand, from a multi-national organisation to a single-person business has a brand essence. Your essence manifests as a perception by customers and employees of who you are and why you do what you do – your purpose. It is an intangible feeling that helps people to make decisions about whether they like you, trust you and ultimately want to do business with you or work for you. As it is representative of your company's identity as well as it's purpose your brand essence is unique only to you.
Although it is one sure way of differentiating themselves from competitors, most companies don't make the time to discover the uniqueness of their brand – why?
It is an intangible feeling and difficult to articulate. The discovery process involves stepping out of your busy-ness for a few hours and spending time on your business. It is about recognising the attributes and characteristics that drive you and your team to want to succeed and be the best that you can be.
The duration of our Brand Discovery process depends on the size of your leadership team and company.
For a team of up to 4 people there are 2 x half-day sessions that are ideally delivered on separate days. In session 1 we spend time with each member of the team individually, then the team comes together for session 2.
With larger organisations the process takes a minimum of 2 days and includes information gathering from representatives of the workforce as well as the leadership team.
It is important that delegates taking part are able to switch off from the processes of work for the duration of the discovery sessions – so we strongly advise against phone calls, emails or interruptions.
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