01

Process & Structure

Roles and responsibilities aren’t clear, people are ​operating in different directions

Our team is way too small to serve this whole ​organization; how can we be more efficient?

We are highly reactive; we don’t have time to plan for ​our workload

We have too many reviewers; nobody knows who is ​ultimately accountable

It takes too long to get initiatives to market

We worked with a consulting firm on process and org ​structure. They gave us this RACI and playbook, but I ​don’t know how to implement it

Everyone does their own thing; we have so many rogue ​things in market

We are a lean marketing team and do not have the ​expertise to manage the implementation

02

People & Training

I have a team to manage our brand, but they aren’t ​focused on identifying efficiencies or ROI, and struggle ​to prioritize all of our initiatives

I don’t have a marketing and brand ops team, but I ​know we can be working smarter. How do I determine ​opportunities for improvement?

Our marketing operations team doesn’t have time f​or longer-term, capital-improvement progra​m​s

We are not happy with our agency partners, their wo​rk is not aligned with our strate​g​y

Cumulative/volume of change is overwhelming peopl​e, hard to make the change stic​k​

People are attached to their previous organization a​nd aren’t buying in or adopting the new processes, bran​d, culture of the destination organizati​o​n

Business units are too attached to their business, a​nd don’t see the bigger pictu​re

03​

Tools & Technology

We don’t have one central place for everything; stuff is ​everywhere; nobody knows where to find anything

While we have a place for our assets, we genuinely ​need a robust system to host and track assets, ​streamline the review process, and provide valuable ​analytics. Such a system would significantly enhance ​our operations and decision-making processes

We have too many branded assets; I see old and off-​brand assets in marketing materials

I’m concerned about quality and consistency. How can ​we support our practitioners in implementing and ​maintaining high quality?

Our guidelines are too high-level

We don’t have budgets for agencies, so we need a self-​serve option

We’re trying to implement a new system/process/org ​model and don’t know how to implement the ​change/struggling to implement the change

PROCESS & ​STRUCTURE

Creation of optimal workflow plan(s) ​including clarifying roles and ​responsibilities, prioritization of projects & ​initiatives, different levels of rigor, step by ​step tasks, workflow diagrams and ​department structure.

PEOPLE & ​TRAINING

Defining roles, responsibilities, and ​accountability for delivering, informing, ​educating and engaging the workforce in ​alignment with and support of brand ​strategy, and gaining buy-in across the ​organization.

TOOLS & ​TECHNOLOGY

Developing tools/technology that enable ​easy and efficient execution, approval, ​sharing, and distribution.

PROCESS & ​STRUCTURE

• New, modified or streamlined ​processes and workflows to help ​marketing teams work in more ​efficient and effective ways

• Processes that align strategies and ​what is produced with business ​objectives and marketing strategies
  

• Clear roles and responsibilities
  

• Clear, easy to follow workflows that ​allow for:
  

• Collaboration
  
• Reviews and approvals
  
• Routing to legal/compliance
  
• Escalation when needed
  

PEOPLE & ​TRAINING

• More collaboration between central ​marketing and subsidiaries

• Everyone representing the brand (e.g., ​adjusters) has up to date tools and ​branded assets
  

• Brand Ambassador Program to ​strengthen brand launch and roll-out ​program and to enforce the ​importance of a cohesive brand
  

• Various curated learning experiences: ​In-person, online, and on-demand ​training
  

• Focus rebranding items for in-person ​field engineer training in September ​(currently content is being created in ​brand neutral documents)
  

TOOLS & ​TECHNOLOGY

• Assets stored in one central location

• Employees understand where to ​access up-to-date content and ​template
  

• Redesigned core templates and ​systems to reflect new brand
  

• Assets not being used will not be ​rebranded and will be retired and ​archived
  

• Assets being used will bubble to the ​top and be prioritized for rebranding
  

01

Im​plementation Planning

Needs analysis

• Resources
  
• Touchpoints
• Budgets
• Timing
• Processes

Prioritisation

Rollout integration

Optimisation

Workflow

P​rogram Management

02​

Brand Management A​udit

Tools & templates

Tech stack

Process

Recommendations

Execution (build/deploy/support)

Br​and helpdesk

03​

Brand Governance

Governance audit

Short- and long-term roadmap

Brand training (platform)

Low-cost short-term tools

(getting out of ad-hoc)

Consultative/Sell-in

Tech/Tracking

B​rand helpdesk (as a service)

A full service agency with a rich history ​of brand operations domain expertise

We’re more than brand implementation project ​managers. IMP is a team of strategists, designers, ​production artists, and program managers who ​excel at creating, deploying, and managing every ​aspect of a modern brand.

WE DESIGN & PRODUCE

• Strategic frameworks and storytelling
  
• Identity design and extension
  
• Core brand assets/collections
• Templates/Collateral conversion
• Video and motion graphics
• Signage and environments
• Daily marketing collateral
• Presentation content and design
  

WE EDUCATE & MANAGE

• Brand curriculum
  
• Brand and technical training
  
• Brand guidelines
• Workshops/e-Learning
• Brand portal analysis, content, structure
  
• Operations and staffing
  
• Brand helpdesk
• Structure, setup, deploy
  
• Reviews and approvals
• Ad-hoc design/production support
• Analytics, reporting, recommendations