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How to Develop a Unique Brand Identity

Values-Driven Service for Sustained Performance

Brand identity is a common term when we talk about how businesses can stand out from the competition in a saturated market. Whether you are a global corporate, a small business, start-up, agency, non-profit, or even an internal support function within an organisation, a strong brand identity can be highly valuable.

In this article, we’ll look at how to develop a unique brand identity that resonates with different stakeholder groups (customers, employees, service partners, local communities, and investors).

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What is Sustained Organisational Performance?

Organisational alingment

In an ever-shifting workplace paradigm, the idea of ten-year plans has started to fade. Instead, businesses are focusing on strategies that allow their brand to respond to change quickly. They hope to learn how to adapt to new habits that keep improving performance.

SERVICEBRAND GLOBAL helps progressive leaders of organisations to deliver values-driven service for sustained performance. There is a focus on culture and authenticity. Common behaviours consciously practiced helping everyone develop and deliver a brand-aligned customer experience. Creating a clear purpose, values, and brand identity help to engage employees.

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Tips for how Values-Driven Leadership can create a Culture of Service Excellence

values driven leadership

Leadership starts at the top. An effective leader can inspire their team to embody the values and qualities that represent their brand. It is key to creating a culture of service excellence. SERVICEBRAND GLOBAL helps team leaders to articulate, implement, and develop a values-driven approach that enables a brand-aligned customer experience.

In this article, we’ll look at some of the focus areas to achieve a culture of service excellence.

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Values-Driven Leadership: A Pathway to Sustained Organisational Success

The most successful organisations are those that are values-driven. They are high performing, and their employees are the most engaged. They bring commitment and energy to their work. They believe in what they’re doing and are, therefore more productive.

That engagement, commitment, and energy come from every corner of an organisation. Our passion at SERVICEBRAND GLOBAL is to work with companies and their progressive leaders to instill and foster a sense of authentic employee engagement for organisational success. 

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How to Improve a Customer Experience Strategy

customer experience strategy

The UK Customer Satisfaction Index (UKCSI) is at its lowest level since 2015, sitting at 76.9, 0.8 points lower than January 2019. Organisations with higher customer satisfaction levels have higher employee productivity and engagement. 

We know that excellent quality customer service is built on a customer’s experience with that company, the company’s ethos, its complaint handling, its ethics, and the customer’s emotional connection to that company. We also know that the more a company invests in its customer experience, the higher the return on investment. 

If you are looking to improve your customers’ experience with your business, first you’re going to need a solid customer experience strategy. SERVICEBRAND GLOBAL will work with your business to ensure that through behaviour change, your teams are engaged, empowered, and invested in providing an excellent customer experience.

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SERVICEBRAND GLOBAL – How to Create a Brand Identity

branding and identity

Creating a brand identity for your business is an essential step for any organisation that wants to increase sales, improve customer service, and drive employee engagement. 

We’re living in extraordinary times, and exceptional times require a unique approach to creating the right branding and identity for your business. The stronger your identity, the more your customers, employees, service partners, and local communities will engage with it and stay with it. 

What’s Brand Identity?

Your brand identity is a way of communicating to the world your “essence” and outlining how you are different from your competitors. It’s a way of telling the world who you are and what you stand for, what you believe in, and what’s essential for your business. It describes what your company’s personality and character is, and what its purpose and values are too.

It’s not just your logo, typeface, colours, photography, website, and packaging. It’s who you are and your company’s customer experience style. It’s your employees as ambassadors for your brand, and it’s how you express yourself to the world via social media, your website, and YouTube. It’s also how you sound, taste, smell and feel. “Your brand is what people say about you when you are not in the room” Jeff Bezos

How We Can Help

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Looking to Values for Strength Versus Covid-19

How our personal values can support us at this challenging time

I have spoken to several people, now working from home, who are feeling “lost” to varying degrees at this time, searching for structure, direction and purpose. This is a good time to reboot: clear away everything that is unnecessary and focus on what is important to us. One way to do this is to identify your values, translate these into practical behaviours and then consciously practice them every day. This is the framework for the my31Practices approach: Identify, Action, Impact, Refine. The approach draws on a variety of sources such as psychology, neuroscience, mindfulness, NLP, action learning, habit formation and others and the book, MY 31 PRACTICES, release the power of your values for authentic happiness, co-authored with Steve Payne and illustrated by John Montgomery was published in 2016.

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How to Communicate Effectively During Times of Change

Effective communication during times of rapid change is different in style to communication in a steady state or “business as usual” environment. If you are a team leader, here are some tips that you might find useful to practice at this time:

Make Communication Regular and Frequent
It is imperative to set the expectation that there will be regular communication that is credible and comprehensive. Often there is a tendency for people to wait to send any type of communication until all the information is known and available. This is a mistake! It’s much more important to cycle your communication and repeat the same message often than to wait until all the information is complete and perfect. What if you don’t know something? Tell them! You can always say, “We don’t have all the information yet, but this is what we do know.”

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How to Improve the Customer Experience in a Values-driven Economy

The customer experience has never been as fundamental to business success as it is today. As well as consumers expecting more from the companies and brands they engage with as part of a values-driven economy, innovations in the world of CX have created an increasingly competitive landscape where a poor customer experience approach could put you out of the game for good.

To address your concerns over what you should and shouldn’t be doing to offer great customer experiences that support your growth, we’ve outlined five key steps you can take. While they’re not the total answer, they can help you create a solid foundation for delivering consistent customer experiences.

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Improve Organisational Alignment with Better Employee Engagement

While many businesses have wrongly assumed that more control, monitoring, and management is the only way to achieve organisational alignment, the truth is very different.

When employees are given the right framework and environment to grow and feel rewarded by their work, they will be a powerful force in moving your business in the right direction and improving integration across your company.

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