Berman Leadership Development (BLD) LLC
Berman Leadership Development provides individual and programmataic assessment, coaching and development for top 200 executives in $2B+ global companies. We have experience in multiple segments including financial services, publishing, healthcare/pharmaceuticals, manufacturing, consumer products and professional services.
The project is development of a brand logo for Berman Leadership Development to be used for all branding and external materials (business cards, stationary, website, promotionals, etc.).
Overall commercial strategy:
Build brand recognition (for both Berman Leadership Development and its acronym, BLD) through personal contacts (networks), thought leadership (quality), development of intellectual property (capability). All sales are driven by owner and, to a much lesser extent, by partners who want to leverage existing intellectual property.
Desired response to this output:
Increase people’s awareness of Berman Leadership Development (or BLD) as a strong, multidimensional development organization with highly trained, effective professionals with both intellectual firepower and practical experience. Berman Leadership Development should be associated with authoritative, high quality, strategically informed and results oriented coaching, assessment and development programs.
We have two major audiences. The first is Human Resources and Talent Management leadership, who are the technical buyers of our services. The second is general and executive management, who are the end-user/customers and the payors for the services. In both cases they are highly capable, well-educated and driven business leaders.
Behavior change involves sustained effort, energy and practice. It requires preparation, ongoing work, and a commitment to making the change. Behavior change occurs at a variety of levels through a variety of mechanisms, including strategic planning, structural or organizational manipulation, behavioral reinforcement, personal influence, cognitive change, and insight.
Lots of coaching emphasizes “breakthrough,” “transformation,” and other superlatives. The reality, however, is that there are five different types of coaching, only one of which is transformational.
1) Transition Acceleration
2) High Potential/Breakthrough Coaching
3) Executive Consulting
4) Reparative Coaching
5) Specific Skill Development (media training, presentation skills, etc.)
1. The logo must work on business cards, websites, and stationary.
2. It should communicate the concepts of depth, breadth, focus and agility (ability to change and shift based on the context)
3. It cannot use blue and grey in combination, cannot be pure white
4. Since Berman Leadership Development is long and a bit cumbersome, the acronym (BLD) will be important.
There are literally scores if not hundreds of coaching organizations and individual executive coaches in the greater New York area. In most cases, there is little that differentiates them. At the gross level, coaching is segmented by
a) Size of organization
c) Experience of the coach(es).
What differentiates Berman Leadership Development is that we have a range of coaches with experience and training that fits the type of engagement. Our coaches are former line managers, I/O psychologists, and learning and development specialists. We also have strategic relationships with experts in communication and presentation skills, strategic public relations, and strategic planning.