THE BRAND RESET™
Regain control with reNEWED focus AND direction, UNLOCKING YOUR BUSINESS for new (post pandemic) growth, enabling you to make a real impact.
This brand innovation program will help you reset your compass to navigate into the new landscape, where your customers’ behaviours and needs have changed and the pace of the market has accelerated. Learn how to de-risk and re-design your strategy without lengthy processes or a big innovation budget, claim a unique position that outmanoeuvres your competitor and build a future-proof foundation that creates increasing returns.
THERE IS NO BETTER TIME TO ACT
The pandemic has upended nearly every aspect of life. Your clients’ wants and needs have changed and the market in which you operate, may have shifted. The assumptions on which you could previously predict stable growth may no longer be valid.
Companies that do not pivot, and re-energise or re-position their business risk becoming irrelevant. Studies have shown that companies that innovate in the midst of disruption outmanoeuvre their peers during the recovery.
Imagine if you could take this opportunity TO make a real impact?
Are you navigating into unknown territory with an outdated map?
- Having NO CLARITY about what lies ahead?
- Are your results showing a frustrating STAGNATION?
- Are you working hard to cope by CONSERVING CASH and MINIMISING RISK?
- Are you FEELING RESPONSIBLE for your team, your partner, your clients or your investors while your hands are tight with limited resources?
- Do you worry about losing your capital backing, feeling the PRESSURE TO START SHOWING RESULTS?
- Do the solutions that you would normally turn to, take TOO MUCH INVESTMENT now?
- Have you resorted to TAKING ON BUSINESS OUTSIDE YOUR FOCUS area?
- Are you COMPETING ON PRICE?
You are not alone, feeling frustrated about the stagnation in your business. Some entrepreneurs choose to sit and wait until the storm is over. Until there is more clarity perhaps. Other entrepreneurs get creative and come up with new plans fast. Where are you at the moment?
Remember, real leaders do not follow, they lead.
You CAN change the game.
DO NOT WAIT TO ADAPT TO THE NEW NORMAL
CREATE THE
NEW NORMAL
Take this opportunity to make a real impact.
Choose to create money in a better world.
A better company for each other.
A better you.
Using my proven brand strategy will give you a fast track to truly differentiate your business through brand strategy. Because when you are different…
YOU DO NOT COMPETE, YOU WIN!
Next-generation brands win by changing the game, not by looking or saying something different. You need to think beyond your products and services, to inspire and empower people, to help them become better versions of themselves.
The question isn't whether your industry will be disrupted, but when. Companies today have a choice: they can leap into the future and possibly land on their feet, or they can wait for roiling disruption to upend them.
Prioritising innovation today is the key to unlocking postcrisis growth. Economic downturns are impossible to predict and sure as sunrise. Build resilience now, because when the sun comes up, you’d better be moving.
There is no going back to business as usual. We're all ging to go back to business as UNusal.
Many of the new needs that emerged during the pandemic will become tomorrow's markets. These are green shoots of opportunity. The companies that act fast and adapt faster have the advantage.
ABOUT ME
Inspired by my entrepreneurial father I started my own business already at the age of 19. With Vonsies Take Away I found a niche, selling fresh, wholesome meals to families with a bussy schedule. I truly was part of the first catering pioneers in Amsterdam in 1990.
Subsequently my career took many different turns. I simply wasn’t focussed on one single result and without any long-terms strategy I just reacted to whatever crossed my path.
Despite this bad strategy, I did manage to acquire a senior corporate position with a London based technology firm. As a Senior Bid Manager I learned the alignment of those focused inward and those focused outward, co-ordinating between sales, marketing, programme management, R&D, operations, legal & finance including the politics in the boardroom, to achieve a winning customer focussed proposal for our clients.
Impatient as I am, I felt like I had proven my capabilities with the big boys and that it was time for the right side of my brain to take control for a while. I quit my corporate career, traveled for 10 months (people of my age did that) and started a new career as a creative. After moving between disciplines (Interior, Trend Analysis & Prognoses), I eventually focussed my efforts on Graphical Design. As a Designer I have served many small businesses for 14 years already.
My frustration grew as design projects rarely had a strategy behind them. I learned that so many business owners were very focussed on their product or service and that branding to most, was merely a logo, some matching colours, a website and maybe even three values that nobody really lived up to after launch. I wanted it to mean more, impact more and create more value.
The year before the pandemic my penny dropped and I finally discovered how to make full use of that huge variety in experiences I had gained over the years and how I could achieve real fulfilment in my work and life. I decided to help other entrepreneurs and small businesses with BRAND STRATEGY & DESIGN.
CONNECTING THE DOTS
To be a good Brand Strategist requires business skills and insight. Creating new strategies requires one to see the intangibles and connect the dots. My zig zagging career path has taught me a unique combination of commercial and creative skills. And with this unique position I wish to help others create a unique and memorable place in the market
I have since qualified as a Level C Brand Strategist, certified by the acclaimed brand strategy guru Marty Neumeier. Marty provides consulting services to companies the likes of Apple, Google, Microsoft, Skype, Twitter and Patagonia and has written several best selling books such as The Brand Gap, The Brand Flip, ZAG and The Designful Company.
In addition I am currently working on my Brand Architect accreditation.
“Branding Strategy has thought me how to help accelerate your business through the power of design, innovation, and creative transformation.”
HERE IS HOW I HAVE INTEGRATED THAT KNOWLEDGE IN MY NEW METHOD THE BRAND RESET™.
THE BRAND RESET™ is a coaching program to help entrepreneurs and SMEs innovate their brand strategy, by designing a new way forward. The goal is to create a clear direction aimed at outmanoeuvring the competitor in the new landscape and learn the principles and tools to reallign the compass when the landscape shifts again.
The program is based on the realisation that we are at the beginning of a new era where competitive advantage is no longer created by finding a hole in the market and filling it with a unique product, or applying a new business model, as those can always be matched by a competitor over time.
To create a sustainable competitive advantage requires innovation. It requires one to replace the safety and knowledge of what is, with the creativity of reimagining what could be.
Designing a clear vision and strengthening your identity means making sure that everybody knows WHERE they are going and WHY. Therefore the core principle of my program is to connect your business strategy to the customer facing side of your business and integrate your brand throughout your organisation (front to back), so everybody can derive meaning from it, stand behind it and drive your brand value upward. This changes the (mis)conception that brand strategy is a marketing activity. It is not.
A brand strategy is the guiding principle of everything you do. A clear direction that helps you make decisions on all levels.
Future ready companies share three characteristics:
- They know who they are and what they stand for.
- They operate with a fixation on speed and simplicity.
- They grow by scaling up their ability to learn, innovate and seek good ideas regardless their origin.
- Create a strong and compelling identity that attracts and inspires epmloyees, investors, clients and partners. Making it absolutely clear why you exist through a resonant purpose, a strong value agenda and unique cutlure.
- Utilise a first movers advantage and apply agile strategies for fast deployment
- Use design thinking principles for long-term validation to continue to re-examine and adapt, creating a flywheel of increasing returns even when the landscape shifts again.
HOW THIS UNLOCKS YOUR BUSINESS
I WILL HELP YOU RECLAIM DIRECTION,
by designing a clear brand strategy from the core, that will give you a guiding principle for all your decisions.
I WILL HELP YOU CREATE CLARITY & FOCUS
for you, your employees and your customers about who you are, what you do and "why people should choose you".I WILL HELP YOU CREATE NEW GROWTH,
by offering new value to your customers, giving answer to new insights about the changed needs and behaviours of your customers.I WILL HELP OUTMANOEUVRE YOU COMPETITOR
and claim a unique position in the new landscape, by utilising a first movers advantage and designing a strategy that makes you radically different.I WILL HELP YOU DE-RISK YOUR BUSINESS
giving answer to a highly customer focussed plan that will help customers understand and derive meaning from your brand and messaging.I WILL HELP YOU SEND YOUR BRAND VALUE UPWARDS
gaining trust and loyalty with all your stakeholders through an authentic and human centred culture.I WILL HELP YOU FUTURE-PROOF YOUR BRAND,
by applying design thinking principles that allow you to create a culture of continuous learning and adaptation.
What would happen if you were able to successfully ride this wave and claim a unique position in your marketplace?
How would you feel? What investments will you be able to make in your business. What would it mean to your stakeholders? What would it mean in terms of security and stability for your colleagues. What would it mean for your private situation? The travels you can start planning, the things you can buy? The house you can finally afford? But most of all, how would it make you feel if you can ride this wave and take the opportunity to make a REAL impact in peoples lives.
WHAT YOU GET WHEN YOU REGISTER FOR THE BRAND RESET™
To allow for speed and flexibility I have constructed my program in 6 simple steps, which take 8 weeks to complete (depending on choice of program). We start with a one-on-one kick-off meeting, followed by online weekly sessions in a small group format (max. 5), where we go through the modules week by week. Subsequently you go and work through that module in your business. In addition we schedule Q&A sessions to address any issues that need clarifying. This will give you the structure to focus on each step individually and dive deeper with your team internally to distill your plans.
I will give you all the insights and tips required to truly flip your brand and build the foundation for new growth.
- The first step is to look inside and see where the raw energy come from. You have read my bliss in the previous sections, but this applies just as much to companies as it does to individuals. So let’s find your passion.
- We collect the insights from the industry and expected lasting changes for the next normal. What waves you are riding and how can your business be powered by it.
- We adapt from the core, giving you clarity about your purpose, which has an inextricable relationship with business succes. This is where we aim your compass for the long-term. A clear sense of who you are and why you are doing what you do.
- We find out how your company ranks and design a strategy to become number one, number two, or even become a first mover in a new category.
- We go through clear steps, to really differentiate your brand and set you up with a structure to collaborate with your team to innovate and validate according to design principles.
- And finally we look at how you activate all that. What you are selling and how are you selling it. How you engage with your audience and which touchpoints you are using.
All steps of my programme are based on the believe that for the first time in history, the barriers to competition are not controlled by companies, but by customers
COLLECT – We dig deeper into your DNA. We go and find your passion and explore your mindset and vision.
COLLECT – We identify the (new) landscape, your ideal client and investigate who to focus on and where to compete.
CHOOSE – We make decisions about your purpose, brand promise, core direction and define how you will win.
CREATE – We translate your strategy into value propositions, your identity and your brand story.
CULTIVATE – We define your customers’ journey and decide on your touchpoints.
COMMIT – We define a system where elements work together to create and deliver value to your customer.
WHO WILL BENEFIT MOST
- Small to medium sized businesses with a minimum €250.000,- p/a turn-over.
- Open minded, curious and passionate, entrepreneurs and business leaders.
- Ambitious entrepreneurs and business leaders, ready to commit and move the needle.
- Flexible organisations willing to embrace change.
YOU ARE READY TO LEAP INTO THE FUTURE BUT YOU HAVE SOME QUESTIONS . . .
How much of my own time will I need to allocate during the program?
Can I join with my colleagues?
What ROI can I expect?
What happens to my current brand?
If I change my messaging, will my customers still be able to relate?
WE’LL COVER ALL OF YOUR QUESTIONS IN A DISCOVERY CALL
I WOULD LOVE TO GET TO KNOW YOU
JOIN ME ON SOCIAL.
Maybe you feel that now is not the time to organise a discovery call with me just yet. No problem! I am here for you whenever the time is right for you and your business. But in the meantime:
- Come and check out my profile @yvonnelugtenburgdesign where I post a ton of valuable content.
- Give me a follow if you like to continue to be inspired with great insights and valuable take aways.
- Send me a DM! Of course I would love to hear from you. Let me know, what business you are in. What challenges you are facing.
“I have experienced Yvonne as very decisive. She is analytical, has a keen eye for detail and communicates in a pleasant manner.
Yvonne has proven to be loyal to our agreements. She is a valuable contributor to the thinking processes and produces very interesting ideas and concepts.”
Dmitri Neukirchen – CEO and founder of
Zo-Recruitment
“Because Yvonne kept asking me questions, she challenged me to take a closer look at my business and think about my business on strategic level. That gave me much better insights about where I wanted to go. ”
Jan van Muiden – Co-owner and founder of creative hub De 1800 Roeden.