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Brand Strategy Session

The Client – Labelling Company 

A Toronto-based labelling manufacturer was experiencing rapid growth and success after only 3 years in business. As the company grew so did the number of employees and the founders wanted to ensure that they didn’t lose the personal touch and excellent customer service that had separated them from their competition. The hand selected leadership team decided to hire ALE to help define the brand culture they wanted to create and strategy that ensured the brand culture became a way of life for everyone in the company.

The Story

The initial meeting was held with the leadership team of the organization to establish the vision of the culture the company wanted to create. We defined the culture, people brands, attitudes, beliefs and developed a system that held people accountable. The next step was to work with a dedicated Steering Committee to create a strategy for implementing the practices, competencies and the reward systems that included the input and involvement from employees.

The Success

The outcome was tremendous and exceeded the expectations of the leadership team.  Involving the employees in the process created the emotional buy-in and commitment to live by the culture they helped define. It gave everyone a common guideline to evaluate how they were doing, not only by reflecting the brand in their personal exchanges with clients, but also with each other. The employees have greater confidence in themselves, in their ability to make decisions, gained clarity in the experience they are to create for their customers and how to better work internally as a team. Customer satisfaction increased by 48% as they felt more appreciated and valued.