The basis for the LeadDesk's new narrative
LeadDesk's brand was slightly fragmented, and we decided to work on building a more cohesive brand narrative for the company, to unify us internally and messaging externally.
I played a leading part in the 3-month initial project, working with the Head of Marketing, CEO, and other Leadership stakeholders. My main task was building the philosophy and narrative -- working with an PR partner to make this happen.
We did a lot of research in and outside the company, holding workshops, questionnaires, and talks. This helped put the new narrative together and build the brand externally, and in addition bring it to the forefront of all the employees minds.
Subsequent to the initial project I held internal workshops, webinars and coaching sessions to help our employees understand how to adapt the narrative to their day-to-day work.
One internal measurement for success was that the CEO would surprise call a random selection of people throughout the company and ask them about the narrative. We achieved a 95% success rate in responses from this test.
Like any brand, the work never ceases -- above is just a taste of the initial building blocks we completed during the project.