How to proceed with corporate (company) branding and methods-2: Organize a cross-section project team
If you've made the decision, you'll be organizing a cross-functional project. Here are the steps I would like to hold down in project organization.
- Organize a p
How to proceed with corporate
roject team - Do a project kickoff
- Do a noming session
- Hold a corporate branding study session
Let's explain the points below.
Organize a Corporate Branding Project Team
Since corporate branding is an enterprise-wide effort, it will be necessary to organize project teams across divisions. If you have decided on the implementation of "Corporate Branding", let's start to create a project team.
What kind of people should be asked and what kind of methods should be asked frequently when organizing a project team? It is. The view of k_bird is as follows.
What kind of human resources should you recruit in corporate branding?
The first condition is, "Whether you are a person who can make a company-wide perspective instead of being a department representative."
The corporate branding project takes on the "totally optimal" color, such as "Social purpose for your company" and "Consistent attitude toward it". And "global optimization" sometimes involves making decisions that sacrifice "parts".
This is particularly noticeable for conglomerate companies that develop multiple businesses, but when it comes to "social purpose" and "consistent attitude toward it", it is easy to become a discussion such as "applicable to own department, not applicable". As a result, it is "there is" that the discussion burns up along parallel lines.
Therefore, when inviting project members, be sure to include "manpower who has an overall optimum viewpoint" as a condition.
The second condition is "Whether it is human resources who can make a medium- and long-term perspective."
Unfortunately, there are two types of companies, those who can capture things only in the "concrete talk in front of the eyes" and those who can capture things "in the medium and long term, broadly".
And because corporate branding is a project that looks forward to five years and ten years from now, rather than talking about tomorrow today, it will not be over-the-counter in "current sales" and "immediate profit", but "oversight" over the medium to long term Is required.
The third condition is "whether the person is highly aware of the problem with the way the company is."
"Human resources with high awareness of problems" tend to smoke as "dissatisfied molecules" or "critic molecules" in the organization. However, “dissatisfaction” and “criticism” are the manifestation of expectations and aspirations that “I want you to really exist” if you turn it back, and a strong mission when lighting up in a project like corporate branding I often feel a sense of doing big things.
The larger a company is, the more likely it is that in an organization people who are skilled in "coordination ability" are valued.
However, "Corporate Branding" aims at "Corporate-wide change", and it can not be done with just the ability to adjust the opinions of people in a simple manner.
With internal resistance to change, some people with "strong problem awareness" and "hard convictions" are essential in order not to get rid of corporate branding.
The following types are also suitable for corporate branding projects.
- Human resources who can enjoy the situation itself rather than the chaotic situation itself, enjoy it, enliven it yourself, choosing what you think is best for you from time to time
- A human resource who can calmly judge that their company, organization, and business take a step back and analyze, "Good place is good" and "Changed place should be changed"
However, human resources are always scarce, so in reality the project will bring up "people who can lead the whole company". Even if you don't have much knowledge, it is desirable to have positive people who have guts
On the other hand, people who are anxious if everything is not organized or who can not do work without giving instructions do not have much knowledge or ability to become a force.
What kind of method should corporate personnel use to collect human resources?
If the company is not so large, it is desirable for the project members to be called a pole fisherman whose management is expected to say "This is it!" This is because "having the best overall perspective", "foreseeing the medium- and long-term", and "people with high awareness of issues" are often talented people, and the leaders of each business want to put out people for fear of "holes" It's not there.
If you read this far, you should know that "Department Director Recommendation" is a bad idea that is not recommended.
Because if it is "Department Director Recommendation", each department director will send out "surplus personnel" that will not affect their own department. As a result, the project members are only those who say "I came because I was told, but what should I do?" And fell into a state of "only you thinking seriously about corporate branding."
In addition, if the company size is large and it is difficult for "one-handed fishing", it is recommended that a process of "determination by interview" be added after "public offering".
When it comes to "open call", it is assumed that highly motivated personnel gather, but some of them are "Please let me study through the project". However, the corporate branding project is not a passive place of "providing study" but a proactive place of "making change with their own hands".
"Motivation to study" itself is a wonderful attitude, but in order to complete a corporate branding project, each project member is required to have "a sense of mission" and "subjectivity". The reason why the process of “consulting” is required after “open call” is to identify the “subjectivity” of applicants.
k_bird is generally intended to confirm the following suitability.
- This project will be carried out concurrently with your current work. It is physically tough mentally work but can it endure?
- This project is not "where you study" but "where you volunteer". Knowledge comes later. It is important to be independent but is there a desire to "contribute independently"?
- There is no fixed way in this project. Therefore, since it will think and decide "the way of itself" by itself, twists and turns are inevitable. Are you still ready to participate?
- It's a very tough project, but when you're done, you should have grown dramatically.
Furthermore, as for the department where the project members are from, it is desirable to select people across departments in anticipation of the development of brand penetration.
Do a project kickoff
Once the project members have been selected, the project members will be gathered together and the project kickoff will be conducted. The project kickoff agenda is roughly as follows.
- Greetings and enthusiasm of project owner (preferably top management)
- Explanation of background, role and goal of corporate branding project
- Explanation of approach, task and schedule to reach the goal
- Explanation of project structure
- Confirming date and time of future meeting
In project kick-off, the participation of the project owner (top management) is essential. There are two reasons.
The first is, as you can imagine, to inspire project members.
If the top management beats the shoulder of each person saying "Do not ask" at the project kick-off, from the perspective of the project members, "the top management who had been above the clouds has been entrusted to me" Have a feeling. This effect is actually greater than the top management thinks. The experience of "expected by top management" is a major driving force for project promotion.
The second is the arbitrage effect on "superior superiors of project members".
Unfortunately, the better the members sent out of their own department, the more "big holes" will be seen by their superiors. Therefore, there are bosses who do not feel comfortable with the project.
However, when it comes to the "Cultivate Project" right below the top management, it is difficult to say that the complaints made by the immediate superiors are also outstanding. Rather, it even works to calculate that "If you support actively, you might benefit."
This way, the corporate branding project can be excited from the start if you can create a composition that "the motivation of project members is increased" and "the bosses in the field also support you". This is the reason why "the participation of top management is essential" at the project kickoff.
Hold a Noming Session
"Noming session" may be a word that can not be heard, but it refers to "a mechanism for building a team in a short period of time and enhancing the team's sense of unity".
When becoming a large company, the members gathered in the corporate branding project are often "first meeting each other". So to speak, "everyone is stranger".
And in order to become "a team with a sense of unity" from "a stranger to each other", it is said that the following process is followed.
- Forming (in formation period): A
state in which each person can not fully understand each other's "being a person". "I wonder if you say something like that?" The leader is an appointed leader and members are waiting for instructions. - Storming (Confusion): As
you get used to the air of the claiming stage space, the claims of each member begin to appear. Comments such as "I think like this" and "I think so is not so" frequently occur, the opinion is not settled, and the productivity of the project is greatly reduced. - Norming (standard period):
Understand the values, characters, or circumstances of each other at the normative stage , and implicitly establish the rules of the team. "Ok, breathe" such as "OK, finish" starts to be established, and members start to move autonomously. - Transforming:
"Culture" and "Solidity" begin to be born within the cohesion phase project team.
At this stage, "Our team is ..." and "Our way is ... ..." and so on, implicitly speaking begins on the premise of "belonging to a team".
If you are keen, you may have noticed that the longer the “Forming” phase and the “Storming” phase, the longer the project productivity will decrease.
The “Noming Session” is an effort to shorten “Forming” and “Storming” as much as possible, and aim to shift to “Norming”.
The heart of the "Noming Session" is how to make each member self-disclosure. Therefore, after the project kick-off, often there will be a "place of casual, true-sound based communication" as early as possible.
کلینیک دندانپزشکی دکتر اختری Business Plan طرح توجیهیمدیریت. برند فروشگاه اینترنتی لوازم خانگیمدیریت.
At that time, I have you talk frankly not only "I'm betting on a project" or "I'm good at it (I want you to ask you)" but also "I'm weak at it (I want everyone to follow you)" It is effective to make them show their weaknesses.
