Aligning and Refinement of Company Values for External Success
Client: BRUNA The Label - Affordable Luxury Jewellery
Role: Project Leader (Identification of GAP, Initiation of Opportunity, Research, Strategy, Implementation)
Objective
The project was initiated due to a decline in new customer acquisition YoY and MoM. Initial discussions with external stakeholders revealed a disconnect between the company’s internal perception and its external messaging. Further research showed that this misalignment began internally, with different departments having varying visions, leading to inconsistent messaging and difficulty in conveying a clear vision to potential customers and difficulties in targeted marketing.
The project was initiated due to a decline in new customer acquisition YoY and MoM. Initial discussions with external stakeholders revealed a disconnect between the company’s internal perception and its external messaging. Further research showed that this misalignment began internally, with different departments having varying visions, leading to inconsistent messaging and difficulty in conveying a clear vision to potential customers and difficulties in targeted marketing.
Approach
I developed a structured roadmap, tackling the project step-by-step, with weekly goals and refinements. I initiated an off-site team workshop to align internal perspectives, asking key questions: "Where are we now?" and "Where do we want to go?" This helped identifying the gap which we eventually closed by refining the company's core values, mission, and vision. I integrated these into daily operations, department frameworks, and communication tools to ensure consistency. Regular feedback loops, involving the founders and key department leaders, were crucial in maintaining alignment and integration into daily operations.
I developed a structured roadmap, tackling the project step-by-step, with weekly goals and refinements. I initiated an off-site team workshop to align internal perspectives, asking key questions: "Where are we now?" and "Where do we want to go?" This helped identifying the gap which we eventually closed by refining the company's core values, mission, and vision. I integrated these into daily operations, department frameworks, and communication tools to ensure consistency. Regular feedback loops, involving the founders and key department leaders, were crucial in maintaining alignment and integration into daily operations.
Outcome
The project is currently in the implementation phase. Early feedback indicates increased internal clarity and purpose, with employees better understanding and embodying the company’s values. The next steps involve measuring external perceptions through customer surveys and tracking metrics such as customer acquisition and brand recognition increase in which a positive trend can be seen both MoM as YoY.
The project is currently in the implementation phase. Early feedback indicates increased internal clarity and purpose, with employees better understanding and embodying the company’s values. The next steps involve measuring external perceptions through customer surveys and tracking metrics such as customer acquisition and brand recognition increase in which a positive trend can be seen both MoM as YoY.
Challenges
The main challenge was understanding the company's full history and internal culture, as I was not part of the original founding team. This required extensive data analysis, historical research, and numerous internal conversations. Another challenge was ensuring alignment across all departments while also engaging with external stakeholders to gather customer feedback.
The main challenge was understanding the company's full history and internal culture, as I was not part of the original founding team. This required extensive data analysis, historical research, and numerous internal conversations. Another challenge was ensuring alignment across all departments while also engaging with external stakeholders to gather customer feedback.
Feedback
Internal feedback has been overwhelmingly positive, with employees expressing a renewed sense of purpose and clearer understanding of the company’s objectives.
Internal feedback has been overwhelmingly positive, with employees expressing a renewed sense of purpose and clearer understanding of the company’s objectives.
