The Works:
a 360 overview
of your business

  • Mark Costello, Managing Director, Mercury Ltd

    The brand audit was an illuminating experience providing insight from both an internal and external perspective. Honest built on the findings by offering constructive recommendations, which served to drive us to determine a direction and create a shared sense of purpose.

  • Mark Costello, Managing Director, Mercury Ltd

    The brand audit was an illuminating experience providing insight from both an internal and external perspective. Honest built on the findings by offering constructive recommendations, which served to drive us to determine a direction and create a shared sense of purpose.

Where is your business right now? Where should it be?

A vital component in the success of any business is the discipline of looking at it, not from the ground up but ‘from the sky down’ – of seeing the big picture instead of the confusing details of day-to-day management.

The Works

The Works™ is a structured brand workshop that enables you to spot the fundamental decisions that will shape the future of your enterprise and turn it into the one you wish it to be.

The process will deliver a 360 overview that enjoys the buy-in of all the major stakeholders, giving you the clarity and confidence to drive your business to the next level.

The works in progess

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How does it work?

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The Works: Benefits

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The Works in progress

1

Why, fundamentally, does your company exist?

2

What is the real nature of your product, and what does it actually deliver to the customer?

3

To what extent does your brand reflect your core values?

4

What would be the ideal customer response to what your business offers?

5

What should that offering be, beyond what it is currently?

6

Which section(s) of the market are you ideally placed to dominate?

7

What are the KPIs that will provide the most useful measures of that success?

8

What are the critical factors affecting your company’s future success?

How does it work?

Pre-Workshop

We:

  • Conduct a Fingerprint™ exercise consisting of brief phone conversations with pre-agreed stakeholders – prospects, customers past and present, suppliers, etc, to gain a truthful snapshot of your organisation.

  • Interview senior managers in the business to form an initial understanding of your proposition.

  • Circulate an all-staff questionnaire to gauge opinions and emotional engagement of the workforce.

The Workshop

  • We work through the eight crucial aspects of the identity and performance of your business, during a meeting attended by Board directors and senior managers and moderated by ourselves.

Post-Workshop

  • We collaborate with you to produce an Outcomes report that is presented to the workshop participants.

  • This presentation includes clear, practical recommendations regarding, among other vital aspects of your business:
    – Over-arching strategy
    – Positioning in the competitive landscape
    – Brand identity
    – Marketing communications
    – Recruitment and training
    – Internal communications
    – Workforce incentives

  • We provide an action plan that covers major issues so that you can prioritise them and agree with stakeholders how appropriate changes are to be implemented.

The Works: Benefits

Consensus

The Works reveals any potentially damaging fault lines between important stakeholders. Sometimes the process can be quite uncomfortable – but the result is invariably a new consensus, a greater understanding between the people who run your company. This alone makes The Works an exercise worth undertaking.

re-alignment

Honest investigation may reveal contradictions – say, between corporate values and customer service. The Works highlights such discrepancies and allows you to bring them back into productive alignment

Directions

The process allows you to regroup, to check your strategies and performance against the objectives that originally inspired your enterprise. From this analysis comes a new sense of purpose and integration.

perceptions

The workshop process allows you to see your business as others see it – an immensely valuable asset to any enterprise. And as you begin to align internal perceptions, so you will present an increasingly consistent image to your customers.