Approach
When Brand Valley is involved in a project, we aim to build something that is long lasting and give real value to people involved, the organisation and society. At the same time we seek solutions that are cautions about natural resources and climate impact.
Through research and development, we have established a methodology for strategy and development work that has its origins in design practice and theory. In our approach we identify needs and drivers of change from different perspectives (figure 1).
Figure 1: Brand Valley Drivers Map explain perspectives of change.
Needs: As human beings we have needs on various levels, we have a need for feeling safe, for sensorial experiences, to express our identity and to belong. In a needs analysis can it also be relevant to talk about the organisations’ need, the greater society needs and the needs of the natural environment.
Drivers: External drivers will affect most aspects of an organisation. Examples of such drivers are a changing geopolitical situation, affecting global value chains; regulations by the European Union, which influence member countries and organisations far beyond Europe; a challenging economic situation; a polarised political discourse; and a greater need for people to feel secure. Internal drivers are, for example, changes in management, new methodology or budget cuts.
Change: Through all of the changing needs and drivers, the organisation must develop something that provide value to its audience and meets someone’s needs. It is by understanding needs and values, Brand Valley can help our clients identify how they should change.
Figure 2: Design thinking as an iterative process. Illustration retrieved from Hestad, Regioni and Grønli (2017). The little booklet on Design Thinking. London: Brand Valley Publications.
Learning while doing
A design-driven approach to development emphasises iterative processes (figure 2). This means that you learn along the way by continuously exploring, developing and testing. In this way, one gets ever closer to the optimal solution for the organisation. This approach works when there is a high degree of complexity in the project.
We have little faith that the same process will meet all challenges and lead to opportunities. Therefore, we adapt the framework to our client’s context.
Anchoring
For some members of the organisation, these drivers and the changes that follow are exciting, while for others can experience insecurity when face by the potential and experienced changes.
In Brand Valley's method in strategy and development work, anchoring is a central factor. The engagement of the key stakeholders is important throughout the project. In this way, stakeholders can contribute to shape the solutions and ensure quality. This creates commitment and a shared understanding, which is essential to make desired changes.