Like many businesses, Covid has had a big impact on Spaceworks. It has made us take the time to look at who we are, who we want to be, what people are saying about us, what we want them to say, where we are and where we want to go.
This has meant company-wide self-reflection, competitor and self-analysis, along with a review of every corner of the business to answer these questions:
- What are our values?
- Are they still relevant in a world pandemic?
- What does growth look like when the world’s doors seem firmly shut?
- Is growth even possible – and what if growth wasn’t in turnover but growth in our people, our systems processes and procedures?
- How can we spend this time becoming the best version of Spaceworks?
We have been working on all of this and now I want to share some of that brand development journey in the hope that it will help you in your business.
What is the value in a brand?
Do you know the value in your brand? I didn’t know the value in ours. My mantra is to do and be the best we can be but what are the key foundations that underpin who we are? And how and when should we communicate these?
One thing I do know is that we have built a lot of goodwill in the Spaceworks brand. We have been around for 20 years, have worked with many companies and had great successes along the way. But Covid meant that we needed to overturn the apple cart and challenge the status quo with a view to simply being better, stronger and more influential in our field.
We started with the key leadership team, everyone was interviewed about who and what we were as a business. While we were similar in our views, we were also different. Different enough that there could be different perceptions of us in the market.
We then assessed ourselves and our competitors:
- What did we think people were saying about us?
- What were we saying about them?
- And what did we want people to say about us?
It’s my view that everything we do and say in the marketplace should influence where possible what we want people to say about Spaceworks.
At the end of this process of refinement, I now look at who we are and I see direction, I see excitement. I now understand how the process of evaluation underpins everything we do going forward.