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Het resultaat

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Alle stakeholders waren unaniem over het resultaat. De positionering 'knowledge works', geeft DPA een duidelijke en krachtige merkpositionering en een solide fundament voor duurzame groei.

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De uitdaging

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De opdracht van DPA was helder: geen oppervlakkige slogans, halfzachte strategieën of vage plannen, maar een concrete roadmap voor groei en een merkstrategie die werkt, inspireert én richting geeft. Een verhaal dat richting geeft én mensen raakt: klanten, professionals en medewerkers.

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De aanpak

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Een sterke merkstrategie begint bij een gedeelde visie. Om alle neuzen dezelfde kant op te krijgen, gebruikten we onze ‘Level Up’-methode. Samen met DPA stelden we duidelijke doelen en maakten we afspraken over hoe die bereikt konden worden. Uiteraard altijd met oog voor de snel veranderende arbeidsmarkt.

\n

We vertaalden de unieke kwaliteiten van DPA naar de positionering ‘Knowledge works’ en schreven het merkverhaal dat daarbij hoort, inclusief scherpe kernwaarden.
De centrale merkdoelstelling werd:

\n

\n

'Empowerment van talenten voor duurzame inzetbaarheid op de arbeidsmarkt.'

\n

\n

Tot slot werkten we de merkstrategie SMART uit en vertaalden die naar drie pijlers:
talentfilosofie, organisatiefilosofie en cultuurfilosofie.
En dat werkt!

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de aanpak

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Bij het formuleren van een merkstrategie is het in eerste instantie belangrijk om ervoor te zorgen dat alle stakeholder op één lijn liggen. Om dit voor DPA te realiseren gebruikten we de 'level up'-methode, waarin we samen heldere doelen stellen en afspraken maakten over de strategie om die doelen te behalen. Hierbij hielden we rekening met de dynamiek van de markt, waarin steeds meer focus ligt op persoonlijke ontwikkeling en flexibel werkgeverschap. We vertaalden de USP's van DPA naar de positionering 'Knowledge works', en formuleerden het achterliggende merkverhaal met duidelijke kernwaarden. De merkdoelstelling die hieruit voortkwam luidde: 'Empowerment van talenten voor een duurzame inzetbaarheid op de arbeidsmarkt'. De merkstrategie werd SMART uitgewerkt en opgesplitst in een talentfilosofie, organisatiefilosofie en cultuurfilosofie.

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