Understanding Your Brand and Your Business

Audience

This course is designed for all staff requiring a wider view of their part of the business; their specific roles within it; and of their involvement in improving its contribution to the organisation as a whole

Format of the course

A combination of:

• Facilitated Discussions
• Slide Presentations
• Exercises

By the end of the workshop, attendees will be able to:

• Explain what “brand” is and how they can influence it
• Understand the process for Change strategies and your company’s position within them
• Detail the relevant principles underlying any change to a business
• Realise the importance of Customer / Stakeholder relationships in the successful running of any business
• Define the financial aspects of a business and of the delegates’ part of that business
• Determine the important aspects of negotiating to ensure the best possible outcome for their part of the business

Understanding “Brand”

• What is a “brand”?
• What is your company’s brand?
• What can I do to influence the strength of my company’s brand?

Basic Change Strategies

• The need for a company’s managers constantly to assess the current status of their part of the organisation – particularly when compared with its peers and competitors – and introduce pro-active (rather than re-active) changes
• The “STARS” model of Change Strategies and Planning

Change Management

• How / Why previous change has gone well?
• How / Why previous change has not gone well?
• Lessons to be learned from previous change initiatives (in your company and elsewhere)
• The 9 Change principles – and putting them into practice
• Lewin’s model of Change Implementation
• The Change Kaleidoscope

The Psychological Affects of change

• How am I feeling now? How are my colleagues felling now?
• How will I / they feel as a change process unfolds?

Customer / Stakeholder Relationships

• What is a Customer?
• What is a Stakeholder?
• How can I get the most from each Customer / Stakeholder interaction?
• The Service : Profit Chain

Financial Aspects of a Business

• Financial Statements:
  • Balance Sheets
  • Profit & Loss Accounts
  • Financial Forecasts:
  • Budgets
  • Cash-Flow Forecasts
  • Business Cases

Setting Objectives

• Vision / Mission Statements
• Objective Setting to meet deliver the Mission Statements
• Performance Management to exceed the agreed Objectives

Negotiating for Best Results

• Communication in Negotiation
• The importance of Effective Presentations
• Different Negotiating Strategies
• Comparing Strategies
• Building Rapport
• The 3-phase Negotiating Process