Recently Broadgate kicked off an internal initiative to try and gauge the “Broadgate” brand and it’s perception across its stakeholders. In March a survey was distributed and responses flowed thick and fast. Respondents were from a variety of groups, from clients to partners, associates, rivals – even one of Broadgates director’s mothers. If you were one of the people that took the time to respond, thank you.
Survey Aims
Since 2008 Broadgate has been providing Technology and Business Services to a range of institutions. A decision was made in January this year to see if Broadgate could gain an understanding of how it is viewed by its stakeholders. As a company we were keen to get a feel for:-
- How the Broadgate “Brand” is seen and what is associated with it
- If there are any gaps in services Broadgate are currently providing
- Our Communication Channels, how people use them and the content
- If there is anything that Broadgate should be improving
Results from the survey were combined, analysed and key trends/themes emerged. Broadgate has taken valuable insight from this and some of the findings are included below.
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Communication
Broadgates communication channels have been generally well received. Stakeholders have reviewed the Broadgate twitter feed, LinkedIn profile, website, blog and newsletter. In general the level, detail and frequency of communication was good and as part of the process Broadgate will continue to develop these, particularly the newsletter to keep content informative and relevant. In the near future the newsletter will receive an updated look and we will strive to continue to produce informative, relevant and forward thinking articles. There will also be a push to improve the social media content, so if you don’t already, follow Broadgate on LinkedIn, Twitter and soon Google +.
Brand Perception
The good news for Broadgate is that the Broadgate name and brand is overall perceived well. Trust, knowledge and strengths all scored highly. This is something that as a company we will endeavour to keep and improve as Broadgate grows.
A few comments that came from the survey associated Broadgate as being “Credible”, “Un-biased”, “Knowledgeable”, “Delivers Value”, “Experienced” and “Flexible”. From a Broadgate perspective this aligns with Broadgate’s “Core Values” and what we pride ourselves as some of our key strengths. We will continue to work to these “Core Values” and ensure that our standards don’t slip.
Could improve
The survey did highlight some areas in which Broadgate can improve and work has been started to try and improve these areas. Broadgate has a social media presence, however, respondents to the survey did not view or engage with the content. Broadgate also needs to improve visibility on its core technical strengths between groups. Certain groups see Broadgate differently to one another, which means there is an issue with the way Broadgate is communicating its core skills and values. Work has already started on both of these areas and hopefully these will be resolved in the near future.
Overall the survey has been a success, things that Broadgate are doing well will be the core values for Broadgate as it progresses and expands further. Areas for improvement will be addressed and plans are in place to try and remediate them. All feedback received has been taken on board and will used to improve the level of services Broadgate provide.