Team
A key element of how your brand is experienced by people inside your organisation is the immediate team environment in which each of us work. Nowadays this isn't confined by physical location: you may work with team members at the other end of the country or in fact in different countries. Teams may also change quite frequently as people move between projects or departments.
Our approach is to consider how the teams in your organisation can examine your brand and what it means for how the team is working. In the process they identify for themselves the kind of changes that might improve alignment of the team environment with the promise the brand makes.
If you've read our pages about change you'll know our stance on behavioural change. It's based on the most thorough research and it's the basis on which we know understand therapeutic change occurs.
To recap here: an effective behavioural change process needs three things.
- Exploration - having information about the behaviours in question and some time to reflect on and explore that information.
- Reconceptualising - thinking about the behaviours in new and different ways
- Mobilisation - putting in effort to try our alternative behavioursv
For these to work in organisations requires a couple of underpinning conditions.
- An organisational context which values innovation and continuous improvement and which supports people when they make efforts to improve and change.
- A team context characterised by a climate of support in order that growth and improvement are possible.
If it isn't already available we begin by collecting the team-level data that's the starting point for all effective change. We'll then create the process which will allow brand realignment to grow and develop at team level. Not imposed. Not pre-determined. Not structural. Most certainly not a list of pre-defined behaviours!
Our experience is that team level interventions are vital for linking individual and organisational objectives and values. Helping generate behavioural change that is created and sustained by team members themselves and which has a far greater impact on brand delivery and business performance. Your people will engage with the process as an empowering, enriching and self-affirming part of their work experience.