Be Prepared For Change

Your change agenda is taking form. You’ve circulated it with key internal and external people. You’ve modified it based on feedback you’ve gotten. You’re ready to launch it to the company just before taking it to the marketplace. What items should you have ready to disseminate minutes after the internal launch?
The following core set of items has served me well across different industries and size of companies:
  • Brand and Messaging Guidelines – these guidelines demonstrate exactly how to apply the evolved brand and new messaging in all popular formats – from letterhead, business cards, booth graphics, and signage to advertising, brochures, sales sheets, and presentations
  • Brand Anthem – this important piece usually takes the form of a small, precious booklet that delineates the essence of the evolved brand and positioning in a format that is easy to digest and physically handy
  • Positioning Video – this video is your most powerful and energetic dramatization of the evolved brand and positioning. It is the piece that taps into people’s emotions and hearts not just their minds
  • Elevator Pitch – everyone needs to be able to tell the new story in about five or fifty words. Have fun with it. I’ve filmed two of these in an elevator!
  • Q&A Hotline – this pre-written hotline will cover additional questions that will surely come up
  • E-mail Signature – e-mail is the most common form of communications. A new signature is the most visible way for everyone in the company to get behind the evolved brand
  • Website Refresh – this is just a refresh or re-skinning of the home page at this point, but it’s the first point of contact for the company
  • Boiler Plate – in 50 words or less this elevator pitch is embedded in all press releases and opens the ‘about us’ section of your website
  • Corporate PPT Presentation – like it or not, everyone, and especially sales people, use PowerPoint. Be ready or else you’ll see creativity at its worse
  • Theme Song – only kidding …
What’s in your change kit?

One Comment

  1. Tom Butta says:

    In the middle of a difficult transformation at a big company, HR came to me and wanted to launch an online learning portal for our company. Following on the heels of three RIFs, I thought it would be fruitless to promote an investment in staff learning. Instead, we embedded a very funny elevator pitch in one of the learning sections, told a few key people about it, and before you know it, the online learning portal was getting a ton of hits. You see, the elevator pitch was in great demand so we leveraged it as a way to pull people in to something that looked more like work than fun.

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