Process

Story

Your story is the words and concepts you use to talk about who you are and what you do. Your story must be clear and compelling, allowing people to understand what makes you unique. Some people call this brand position or communication strategy. We call it your story, because it contains pieces of your history and shares your passion for what you do.

Key Question

What business are you in ... really? Most organizations define themselves only in terms of the products or services they provide using words that reduce them to a commodity. But the most effective organizations use unique language that tells a story. Defining your story distinguishes you from other organizations and connects with people on a deep level. When you can clearly state what you do beyond the specific service or product you provide, your genuine brand will come alive.

Each organization is unique, each situation presents one-of-a-kind challenges and opportunities. The way to define your story is not by applying cookie-cutter solutions, but by following a process and methodology that allows your story to rise to the surface. By thinking differently—creatively, conceptually—we ask questions and generate ideas that unlock the distinctive goodness in your organization. Then we craft your story around those ideas.

Pulling it All Together

Your story loses power unless it is working in harmony with your culture and expression. All three must work in synergy, to get the kind of good change you’re looking for in your organization.

If you're looking for a bit more detail about what we do in the story strand, download our What We Do document. It may not be creatively titled, but there's plenty of creativity packed into it.

Download What We Do 

We’ve got experience writing powerful stories.

View our work »

Who leads this process?

Meet our story leaders »

Culture

Your culture is the beliefs, practices and behaviors of your organization. Your culture must be healthy and productive so that you can live your story effectively over the long haul. Many people don’t include leadership issues and organizational structure as elements of a brand, but they are crucial. If you can’t deliver on your story, you’ll never last.

Key Question

Is your organization structured for enduring brand success? CHANGEffect looks at every aspect of your organizational culture (structure, processes and people) to determine if you have the interrelated components to live your brand over the long haul. If you can’t live what your brand story promises, you’re at risk. We partner with you to evaluate, recommend and guide internal adjustments so you’re organized for effectiveness and sustained success.

To make sure you’re ready to live your story, we’ll review your organizational and governance structure, identify key leadership dynamics, discover internal processes and rituals, evaluate internal communication practices, assess financial health and investigate the organizational growth history. We’ve got organizational gurus on our team with years of experience in these areas. We can provide several different levels of culture support—anything from a simple list of prioritized recommendations to in-depth ongoing leadership coaching—all focused on refining your culture to deliver on your story.

Pulling it All Together

Your culture needs the context provided by your story and expression. All three must work in synergy, to get the kind of good change you’re looking for in your organization.

If you're looking for a bit more detail about what we do in the culture strand, download our What We Do document. It may not be creatively titled, but there's plenty of creativity packed into it.

Download What We Do 

We’ve got experience crafting effective cultures.

View our work »

Who leads this process?

Meet our culture leader »

Expression

Your expression is the images and tools you use to share your story with the world. Your expression must be focused and emotive, connecting with people and inviting them to be a part of your organization’s story. Your logo, website, print materials, interactive media—even the events you produce—all of these things tell your story to the world.

Key Question

How do you communicate who you are? CHANGEffect works with your team to translate your compelling story into words and images that speak to the heart and compel action. The creative expression of your story should evoke both motion and emotion in your target audience.

Images and colors communicate on a deep level that reaches into the subconscious of your target audience. If you use these tools effectively, the expression of your story will resonate with people and compel them to be a part of your story. Every piece of communication from your organization, whether it’s your website, print materials, emails, videos, advertising, or even an event produced by your organization, should look and feel as if it’s in the same family, telling the same story. We can design those pieces for you and also provide graphic standards to guide your organization in the future.

Pulling it All Together

Your expression needs the combined strength of your story and culture. All three must work in synergy, to get the kind of good change you’re looking for in your organization.

If you're looking for a bit more detail about what we do in the expression strand, download our What We Do document. It may not be creatively titled, but there's plenty of creativity packed into it.

Download What We Do

We’ve got experience designing compelling expression.

View our work »

Who leads this process?

Meet our expression leaders »

Every organization has three aspects to its brand: story, culture and expression. These three parts do not automatically function well together. Only if each strand is individually strong and intentionally integrated will your organization thrive over the long haul.

CHANGEffect’s process is built to rediscover your story, refine your culture and refocus your expression. It takes courage and focus to engage in a process that will challenge your assumptions and push your whole organization forward in all three of these areas. There’s usually some amount of pain and discomfort involved. Change is never easy, but it’s the only path to getting better. So if you have a healthy dissatisfaction with the status quo, you’ll love our process.

One piece of our process that is difficult to quantify is the creative moments we encounter along the way. These moments of clarity and discovery provide fuel for the process and for the organization as a whole. We know how to create an environment where these moments are likely to occur, and when they do, we capitalize on them.

The result of our process is good change in all three areas. A clear story leads to effective communication planning. A healthy culture leads to mobilization of each member of your organization toward common goals. Focused expression leads to communication tactics (website, print materials, events, advertising) that connect with people on a deep level, compelling them to be a part of your story.

If you just want us to focus on one or two of these areas, we’re fine with that, too. Our process is flexible enough to bend and shift according to your specific situation, including project scope and budget.

To learn more details about our process, click on any of the three strands in the graphic above or click on the button below to download our What We Do document. Or, contact us today to talk with someone about how you can put the CHANGEffect process to work in your organization.

Download What We Do