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In-depth customer insights projects – do they have a role in the age of online surveys?

October 25th, 2020 by

Have in-depth customer insights projects had their day? After all, it’s hard these days to buy even the simplest thing without being hit with a customer satisfaction survey: “Rate on a scale from 1 to 10 how satisfied you were with the service you received today”. Surely the organisations which utilise these tools have all the information they need?

Whilst these data collection vehicles have their place, when someone answers a ‘2’ or a ‘5’ or a ‘10’, the real question which needs to be asked is: “Why?”. It is the stories behind the ratings that can provide organisations with enormously rich and invaluable data. The sort of data that can propel an organization to leap ahead of its rivals in this competitive and fast moving world.

The stories behind the data

If your customer rated you a five, the really important intel lies in the story behind it. Was it that the product or service itself was sub-optimal? Or was it that the salesperson the customer had interacted with had been pushy, or uninterested?  Or was your mediocre score a response to the fact that your brand had failed to convey a compelling vision or purpose? All these reasons would require an entirely different response from you, and knowing which reason is at play is vital in being responsive and agile in this VUCA environment.

Nuance and context

Investing in a comprehensive customer insights and stakeholder engagement process which incorporates face-to-face in-depth conversations, context gathering, as well as possibly some online surveys (they have their place), will reveal the whys behind the data. It’s about understanding the nuances that affect relationships and customer decisions; the feeling that your brand evokes; the changing temperature of societal attitudes and beliefs.  As Christian Madsbjerg says in his book Sensemaking, it is vital to look at “the Savannah and not just the zoo”. It’s about looking at the context of customers’ decisions – the myriad influences that play into the ‘hows and whys’ of people’s actions. Done well, it should also encompass an investigation into the ways in which your business can respond and adapt.

It is this kind of intelligence which gives organisations real insights that can genuinely inform strategic direction and vision. We are living in the age of insights-driven organisations. These organisations are outstripping their competitors as they listen and adapt to changing customer needs and wants. An online survey simply won’t cut it.

To discuss how we can help you achieve genuine customer insights, deeper layers of understanding, sensemaking from data and intelligent analysis of the meaning in the stories, contact Heidi Todd, on 0421 398778 or htodd@brandillumination.com.au.

Love and knowledge in the time of Covid

June 15th, 2020 by

There was a time when, for some, VUCA was a term which got tossed around as the mood took them, rather like a play thing – a colourful shiny ball – to throw around for a bit of amusement and then put away again, forgotten about as the busyness of everyday life crowded it out.

And then along came Covid – which slammed into us and showed us what VUCA really looked and felt like. It showed us that the ‘Unexpected’ was exactly that. And those who had just been playing were caught napping.

Companies who had truly understood what being prepared and ready in a VUCA world was all about, were ready to pivot, respond and adapt.

New ways of working do not happen without a grounded understanding of what you are

And what underlies that ability is a clear sense of organizational purpose and standing in the world. The ability to harness all your resources and know that the whole organization will be able to turn, as one, to embrace new ways of working does not happen without a grounded understanding of what you are: what you are internally; what you are externally; and from there, clarify and articulate a clear brand purpose.

Now, more than ever, companies need to understand that there has been a fundamental shift in business and consumerism and in the very nature of what it means to be a brand. This has been explained as ‘glass box’ vs ‘black box’ by the people at Trendwatching.com. In the past, companies appeared to outsiders as something of a black box – for outsiders, it was pretty hard to see what was going on inside. The brand that was visible to the outside world was whatever you put on the outside of the box.

Now, businesses are glass boxes. Outsiders can see inside: the people, the processes, the values. So when consumers look inside the glass box that is your brand, they need to like what they see.

Properly understanding the mood, values and drivers influencing their internal culture and, by extension, external brand has never been more important

However, for many businesses, properly understanding the mood, values and drivers influencing their internal culture and, by extension, external brand, is assumed, rather than regularly and carefully monitored and measured, missing out on the sort of valuable data which can be used to develop targeted and strategic change management processes.

Covid has radically altered so much. It would be impossible for any company to know, absolutely, what their staff and employees are currently feeling and expecting of the post-lockdown world. So many previously understood ‘non-negotiables’ around flexible working and remote team meetings have been turned on their heads. How many will want to return to the way things used to be? What will the aspects of our lockdown ways of working and operating will be people be quick to drop, and what will they want to hang on to?

Organisations who listen now and embrace a willingness to co-create a new way of working have the opportunity to build a new internal culture. And harnessing intelligence from within the organisation can illicit other unexpected insights which can inform new strategic directions – and, more importantly – foster a culture in which people feel heard and seen and from which powerful futures can be created.

Heidi Todd – Brand Illumination

If you would like to talk to us about conducting a stakeholder analysis or internal culture audit, please contact us on 0421 398778

Brand Naming – 8 important considerations

September 13th, 2017 by

With so much at stake, it’s not easy naming your baby…try these eight brand naming considerations.

That perfect name is out there waiting to be discovered. A name that will capture the spirit and purpose of your brand, as well as the attention and imagination of your audience. So how do you find it?

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Stopping Spam Bots Inflating your Google Analytics Referral Traffic

August 2nd, 2016 by

In the past 6 months I have witnessed a large increase of spam referral traffic in all my clients’ Google Analytics reporting. This spam traffic is bots crawling your website for the indexing of content. There are good bots like ‘googlebot’ which crawl most websites and index web pages on the internet, and then there are bad bots that commit click fraud, harvest email addresses, scrape websites for content, spread malware and artificially inflate website traffic.

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How to write and share a blog that matters

May 21st, 2016 by

Recently a client asked for some guidelines in creating a blog for their business and true to our own advice we are now sharing that information with you in this blog.

We’ve been writing blogs for Brand Illumination and for many client businesses for the last five years, and over time, we’ve defined a process that works well. We don’t dictate that everyone should follow every point – rather this is our suggested process. We encourage clients and readers to create their own version. (more…)

Competitive Analysis – Researching your business landscape

November 5th, 2015 by

competitive analysisAs each brand is unique, we rarely use the term ‘competitive analysis’ – we prefer to talk about having knowledge of the business environment you operate in. To be a brand leader in your industry or with your target audience, it’s important to have an up to date understanding of what else exists, how they may be contributing to the industry, what they are doing and not doing. We then encourage clients to let this information inform their brand strategy and positioning, although we’d argue that it cannot be the driver.

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Being who you are, is your authentic personal brand

October 31st, 2014 by

There are a lot of people talking about personal brand, but what exactly is it? And why is it important?

To some people, the idea of having a personal brand can be a little off-putting. It can feel superficial and some of the articles and tips on this subject provide instructions that are truly superficial. Pretending to be something you are not, will not serve your personal brand, it will create a horrible expectation to be someone you are not.

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Who are you really?

February 26th, 2014 by

25 Questions to define your personal brand

These 25 questions have been designed to help the reader increase self-awareness so they can bring more meaning and authenticity to their personal brand.

img-Who-are-youYour brand already exists; it is in how you think about yourself and the world, and how you interact with everyone around you. It is what people feel about you. It determines whether people want to engage with you and recommend you to others. Your personal brand is what people say about you when you’re not in the room. (more…)

Kyle Sandilands furore says more about consumers than advertisers

February 19th, 2014 by

The notion of commercial or celebrity brands having any relevance or impact on the reality and integrity of who I really am, seems at first glance superficial and somewhat off-putting…however I contend that our brand interactions everyday reveal a deeper layer of what our values truly are…

kyle-sandilandsThere has been much comment, controversy and drama around Kyle Sandilands’ comments about a person who dared to negatively review his new TV program. (more…)

What’s Really Stopping Great Work from Being Done?

August 23rd, 2013 by

Attention and Focus – undiluted, absolute staying with an issue, challenge or piece of creative work you’ve promised yourself to complete. I’m amazed at the way my mind will work so adeptly to distract and dissuade me from completing the piece of work in front of me. Even now as I write this blog, I’m aware of the endless To Do lists, the half written emails, the documents requiring review, the writing to be done for clients.

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Guest Blog: People Are Smart, Webmasters Are Devious

May 2nd, 2013 by

We’ve been encouraging clients to develop and create quality content for all brand touch-points for many years. Despite the lure of the SEO / Search Industry, it just didn’t feel right to try to ‘game the system’. If one of your brand values is honesty, integrity or authenticity how could you then spend energy and time stuffing keywords into low quality content to try to get search engines to rank your site better – you’ll be undermining the brand experience through the inferior content. Gihan Perera has published a great post on this and we are delighted to have permission to share it with you as a guest blog.

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Details are important. They are part of overall mastery.

May 1st, 2012 by

iStock_000019677014MedMy son recently broke a toe, not a major event unless you’re a serious dancer – which he is. In the rehabilitation process we’ve been supported by some fantastic mainstream and complementary medical practitioners, including the ballet physio.

 

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Vegemite: a lesson in brand story chutzpah!

February 21st, 2012 by

How’s this for a perfect example of a brand connecting with and celebrating a bigger story.

Down under, we celebrate Australia Day on January 26 with a national holiday. This year, I was eating breakfast and doing a bit of lazy jar reading (as you do!) when I noticed this message on the Vegemite label. (For the uninitiated, Vegemite is an iconic Australian breakfast spread).

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Why are Australians spending in Zara and TopShop yet not with our local brands?

February 13th, 2012 by

Online shopping is not the only reason our local brands are challenged.

Shopping in ZaraDecember 2011 was the opening of the first Topshop premises in Melbourne.  Hundreds of people waited in line, in the unpredictable Melbourne weather – some for over 17 hours, just to be first into the new Chapel Street store.  For their trouble the first 20 die-hard shoppers were awarded with a $100 voucher to be spent in Topshop.

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Surrendering to change

February 1st, 2012 by

When I was working for a multinational automotive manufacturer in 1998 I attended a seminar where I heard one of my favourite quotes – the only certainty is the constant surrender to change…

For me, this was a profound shift from my tendency to view change as disruptive and getting in the way for things that needed to be done. This notion of surrendering to change was foreign – yet there was something appealing about it. At the time we were headed towards the uncertainty of Y2K where possibly our entire financial and technological platform would fall over. During the first decade of the twenty first century I had the sense that the speed of things shifting and changing was increasing. So it is interesting to see the number of books, programs and articles devoted to the increasing rapidity of change that have been published in the last few years – something is going on.

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Trusting the process

January 12th, 2011 by

Recently I’ve been taking notice of the rhythms of my business. I’m fortunate to have a lovely harmony between paid work and all my other roles – mum, wife, home manager, friend, avid book reader etc. Sometimes it feels like there’s too much work and almost immediately one or other project will push a deadline out or postpone a session for a week or two. When I let go of trying to work it all out, the Universe seems to arrange things perfectly, creating space where needed.

As the business expands I’m able to attract in and collaborate with talented people who compliment my own skills. I’m learning to trust this process, rather than over analyse or try to plan it all out.

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Being your brand – continually creating the magic

October 12th, 2010 by

Many organisations cite their employees as their most important asset. Most businesses know that to deliver the brand purpose at every touch-point, their people need to be inspired to make that happen. And it can’t be half-hearted or only happen sometimes – they need to be inspired to continually deliver on the brand purpose, day in and day out.

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