A few days ago I ran two workshops with the staff at Paydata to gain some insights into how they think the newly implemented brand is progressing.
Our research has shown that Paydata’s customers love the new brand. But what about the staff?. We felt it was important to get their views on how effective the new brand was proving to be and if there was any areas that they felt needed working on. Having been involved throughout the whole process I was looking forward to getting their opinions
At the beginning of the branding process I ran a series of similar workshops. Using methods such as collaging, I worked with the staff to find out what they thought the companies values were, as well as what they perceived the strengths and weaknesses to be.
The latest workshops followed the same pattern making it easier to compare results. Participants were asked to consider how they felt about the new brand and if they felt the company were addressing the issues brought up at the beginning of the process.
I kick started the workshop with a bit of fun using some creative activities to help everyone relax and get into the creative spirit. This basically involved a lot of drawing and having a bit of a laugh and was a great way to get participants to come out of their shell and engage with the task at hand.
- Kicking off the workshop with some creative fun…
We then got our teeth into the workshop. Using the designers best friend, post it notes, participants spent about 10 minutes working as a team to describe Paydata, imagining that the company was a person and/or a car. The response was heartening to see with some very positive results reflecting the brand values.
- Staff using sticky notes to show how they feel about Paydata…
I then asked the participants to create an annotated collage to show how they felt about the new Paydata brand. I have always found people enjoy getting the scissors and pritt stick out and I wasn’t proved wrong. Once finished we discussed the collage as a group. This is where some of the interesting insights started to come through. There was lots of positive noises but some of staff felt that we needed to do more work to really inspire them to believe in and get involved with the brand at a higher level. See why I love collaging…
The results in general were positive which is always nice when you have worked hard to implement new ideas and we found some important areas where we need to do more work. The collaging exercises have provided some valuable insights and we have already started to investigate how we can inspire the staff to really live and breath the brand values.
The next steps will be to sit down with each individual and delve further into the feedback they provided. Never underestimate the power of a good workshop.
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