Developing Core Values That Create Winning Brands
One of my brand strategy clients, The Berkeley, won The Cateys this month - what they call "The Hotel Oscars".
The Berkeley hotel stands out in the crowded field of luxury hotels in London because they really know what they stand for. Part of the work we did together was to codify WHO they are and HOW they do things - what many companies call values, but they call 'The Berkeley Spirit'.
When we wrote the words under The Berkeley Spirit, one of the phrases we used, that we debated for a while, is the idea of having the ‘freedom to break the rules’.
Now, in luxury hoteliery they get measured. A lot. By many outside organisations trying to rank them on things like, 'Did they answer the phone in 3 rings?'. 'Is the knife half an inch from the side of the plate?' On the details that constitute excellence - or so these companies say.
So telling their staff that they have the freedom to break the rules was a...
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AUTHOR
Sarah Robb
I’m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
