It’s a daunting prospect for many businesses, but gaining feedback from your audience is fundamental for the success of your organisation. If you take the time to listen to what stakeholders have to say about you, you’ll be able to see what is and isn’t working, and make changes where appropriate.

By reflecting on your company, and challenging its image, you can make improvements for the better. For example, as well as it being an opportunity to build on your clients’ and candidates’ positive view of your business, it’s also beneficial for your own employees to see how the organisation can evolve, and it enhances the culture of the workplace.

At a&dc, for example, we have recently carried out brand analysis work where we questioned customers’ perceptions of the organisation. The workshops revealed some interesting results, particularly surrounding our current logo, which has resulted in us making some changes.

Currently, the logo reads ‘your partner in people strategy, ’but it was recognised that greater clarity is needed. This is because, as the economy constantly evolves, so do clients’ needs. It’s important that we react to this, for example by recognising that people strategy isn’t always a fully outsourced operation. However, this in turn means that our logo is perhaps not as relevant as it once was.

In response to the workshops, we are altering the wording to read ‘Assessment and Development Consultants’ instead. To reinforce the brand’s purpose, we are also embedding a new descriptor that better reflects the organisation, ‘a&dc – the leaders in behavioural assessment and development.’  In addition, the business has identified new values that better reflect the culture, beliefs and principles of the brand: Agile, Rigorous, Cutting Edge, Collaborative and Bold.

These are not drastic changes because we want our clients to be able to recognise us, and it’s important that we’re able to hold onto the brand awareness that we’ve worked so hard for. However, we’re confident that this refresh will give potential clients more of an idea of who we are and what we do, without risking losing those that already work with us.

So remember, listen to your audience, take on board the feedback and, most importantly, act on it.