Process branding for increasing

process compliance
presented as part of
Knowledge Sharing Session

PRESENTER:
S U R YA P R A K A S H G A R G
W I P R O C O N S U LT I N G S E R V I C E S
What
comes to
your mind
seeing
them?
Agenda

WHAT IS BRANDING?
SIGNIFICANCE
AS I HEAR..
PROCESS BRANDING
BRANDING ENABLES CHANGE
MANAGEMENT
PROCESS BRANDING MODEL
CHALLENGES
REFERENCES
What is Branding?

Positioning

Brand Awareness

Website Differentiation

Style and Standard

Public Logo
Perce-
ption

Segmentation BRAND
Values Tagline
Marketing Mix

Brand
Performance People
Brand Identity
Significance

BRAND RECOGNITION
LOYALTY
IMAGE OF QUALITY
RECALL VALUE
IMAGE OF EXPERIENCE AND RELIABILITY
MULTIPLE PRODUCTS
BRAND AWARENESS
BUILDING TRUST
As I hear..
Contd..
Process Branding
PROCESS BRANDING IS A WAY TO CREATE
COMMON UNDERSTANDING ACROSS
DEPARTMENTS AND TEAMS ABOUT THE
PROCESS.

BUILDING PROCESS AWARENESS IS A KEY

PROCESS BRANDING ADDRESSES THE

FOLLOWING:
ØHow the new process will be introduced.
ØHow the process improvement initiative will take place.
ØHow can you imbibe innovation into a process.

IDENTIFICATION OF CRITICAL SUCCESS

FACTORS
ØManagement Commitment
ØEmployee Engagement
ØAwareness
ØInnovation
Branding enables Change Management

Ø“ I T I S N O T J U S T W H A T Y O U S A Y , H O W Y O U S A Y T O O
MATTERS !!"

ØP R O C E S S I M P R O V E M E N T S A R E C H A N G I N G M I N D S E T O F
PEOPLE NOT JUST ABOUT PROCESSES ALONE !

ØI T S A L L A B O U T C H A N G E !

ØT O U C H P O I N T S F O R C H A N G E = R A T I O N A L ( P R O C E S S
BEST PRACTICES -CMMI ) + EMOTIONAL (BRANDING)

ØB R A N D I N G I N I T I A T I V E S H E L P T O B R I N G T H A T
CHANGE IN MORE AUTHENTIC AND FASTER WAY...

ØI T H E L P S T O A D D R E S S T H E M I L L I O N D O L L A R
QUESTION EVERYBODY HAS :WIIFM - "WHAT IS IN IT
FOR ME ? "
Process Branding Model

• Identify the target audience

• Identify the channel/medium
• Identify the tool/widget
Plan • Identify the challenges

• Content design
• Theme design
• Use of reusable components / Tools
Design

• Beat the challenges

• Launch the process branding exercise
Implement

• Identify the need of another process branding exercise

• Maintain repository of Ideas, responses, activities, tools etc.
• Gather feedback on the current exercise.
Manage • Evaluate the feedbacks on current exercise and continuously improve
Suggestive Widgets

MAILERS
POSTERS
T-SHIRTS
WRIST BANDS, CAPS
BADGES DURING THE
IMPLEMENTATION
REWARD SCHEME
A W A R E N ES S K I O S K S
A W A R E NE S S C A M P A I G N S
THOUGHT OF THE DAY PROCESS
MIND MAP
Mailers
Badges
Mission Quality Turning
Quality First Point
T-Shirts
Challenges

IDENTIFICATION OF PRIME
CHALLENGES
ØLack of Management Support
ØLack of Ideas
ØTime Consuming

BEAT THOSE CHALLENGES

ØMaintain shared repository of
tools/templates.
ØShare ideas, talk and discuss.
ØExplain the significance of the exercise to the
management.
ØThink, Observe, Learn, Innovate

“It is all about having a structured and professional

approach towards communicating the process initiatives. “
References

± Google Images
±Building your Brand : Internet Resources

Note :Images used are copyrights of original sources. They are used only for illustration purposes.
 spgarg04@gmail.com

THANKS
“GIVE ME SIX HOURS TO CHOP DOWN A TREE AND I WILL
SPEND THE FIRST FOUR SHARPENING THE AXE. “
- ABRAHAM LINCOLN