Step-by-Step Guide to Using ChangeChampion™ Tools
Scenario: A marketing department is undergoing a brand refresh, aiming to realign the company’s messaging and visual identity. This project involves engaging with external agencies and re-training 15 marketing staff on the new brand standards.
1. Align & Design Phase
Kick-off Engagement
- Vision and Deliverables: Define the objectives for the brand refresh and realigning the company’s messaging and visual identity. Utilize the Change Readiness Assessment to assess the current preparedness of the marketing team and stakeholders.
- Engage with Thought Partner to brainstorm potential challenges and opportunities in the project planning phase.
Example Prompt: “Develop clear and measurable objectives for the brand refresh project aimed at realigning the company’s messaging and visual identity. The goal is to ensure alignment of efforts across stakeholders and to lay a strong foundation for implementation over the project timeline.”
Establish Leader’s Intent
- Power Mapping: Use the Power Mapping Tool to identify key influencers and decision-makers both within the company and among external agencies who will support the brand refresh project.
Document/Model the Ecosystem
- Conduct a SWOT analysis using the SWOT Analysis Tool to identify strengths, weaknesses, and opportunities for the brand refresh.
- Use the results with Thought Partner to create your Case for Change and Action Plan.
Example Prompt: “Create an actionable plan to leverage the insights from the uploaded SWOT Analysis to enhance the brand refresh project. Identify roles and actions for Change Champions Sarah and Michael to drive successful implementation and ensure consistency in messaging.”
TIP: Align with agencies and staff to clarify brand refresh objectives and goals2. Build & Empower Phase
Communicate to Gain Buy-In
- Communication Strategy: Develop messages to effectively engage both internal marketing staff and external agencies. Use Thought Partner to draft your messaging.
Example Prompt: “Create compelling and targeted messages to effectively engage the marketing team and external agencies in the brand refresh project. Ensure that all materials clearly convey the project’s goals and inspire collaboration and alignment.”
- Then use Critique My Content to review your drafts for insights that ensure materials effectively convey the project’s benefits.
Implement Initial Elements
- Training Sessions: Collaborate with Thought Partner to organize and conduct training sessions using the Virtual Meeting Toolkit to educate staff on new brand standards and messaging guidelines.
Example Prompt: “Leverage the Virtual Meeting Toolkit to organize and conduct effective training sessions for educating the marketing team on new brand standards and messaging guidelines. The goal is to ensure consistency and alignment across all marketing materials.”
Realign Resources and Processes
- Develop a team charter using the Team Charter template to establish clear roles, responsibilities, and goals for the brand refresh project.
TIP: Provide hands-on training sessions for marketing staff to practice and internalize the new brand standards3. Acknowledge & Sustain Phase
Celebrate and Acknowledge Success
- Recognitions: With Thought Partner input, acknowledge the efforts of the marketing team and external partners in implementing the brand refresh through public recognitions and thank-you notes.
Example Prompt: “Develop a recognition plan to acknowledge and celebrate the efforts of the marketing team and external partners in the brand refresh project. The aim is to foster a sense of appreciation and encourage continued support and collaboration.”
Communicate Realized Value
- Use Thought Partner to create a survey aimed at gathering insights on the effectiveness of the brand refresh and the training sessions.
Example Prompt: “Design a comprehensive survey to gather insights from the marketing team and external partners on the effectiveness of the brand refresh project. The goal is to evaluate the project’s success, understand stakeholder experiences, and identify areas for improvement.”
- Deploy the Survey Analyzer to process the survey results and gain actionable insights on the project’s impact and alignment.
Incorporate Lessons Learned
- Start-Stop-Continue: Conduct the Start-Stop-Continue exercise with the marketing team to gather insights and recommendations, ensuring continuous improvement in brand management practices.
Design and Launch Next Initiatives
- Risk Management: Develop a risk management plan with Thought Partner collaboration to address potential challenges and ensure the brand remains strong and consistent across all platforms.
Example Prompt: “Develop a comprehensive risk management plan to identify, assess, and address potential challenges in the brand refresh project. The goal is to ensure the brand remains strong, consistent, and aligned with company values and market trends.”
TIP: Celebrate the brand refresh by showcasing feedback and examples to reinforce the impact and maintain team enthusiasm