Peter Jones ILG: Crafting a brand and vision

After seeing the course on LinkedIn, Chris investigated what was covered and found that ‘the strategic aims for the business linked well to the Help to Grow: Management Course modules.’

He explains that the company was looking at its internal culture, history, and opportunities for efficiencies as it expands into new territories as a result the course was incredibly useful.

Chris had no objections whilst obtaining approval to attend the course, as the owners of the family business saw it as an enabler for growth plan.

Although he had previous knowledge of these topics from his marketing degree, the opportunity to take part in the course at Cardiff Metropolitan University allowed him to look at business frameworks from a new perspective and directly apply what he learned to the business model at Peter Jones ILG Ltd.

On the back of the Help to Grow: Management Course, and the advice he received from peers on the course, Chris discussed with the owners the best way to look outside of the immediate future.

The ''Vision, Mission and Values' module really inspired Chris, 'I gave the owners examples of certain very out-there visions, like Disney's and Google's visions, just to try and stimulate their imagination.'

Chris built his own take on the need for a vision statement with his analogy of ‘if you go and buy Hogwarts Castle in a Lego set, you know what you're going to build from the picture on the outside of it. So that's your vision and you build the blocks to make it’. Simply put, a vision of the company’s future is needed, to build towards it.

Of course, a brand is not just a logo or an image, it is part of a working culture. This is another area that he and the leadership team at Peter Jones ILG Ltd have addressed off the back of the course.

Although Peter Jones ILG has good staff retention, growth can lead to increased staff turnover. This prospect is something that the developing company has been keen to avoid. Instead, the company has leveraged the findings of the course to address this area.

Chris explains that while he was on the course there were discussions about how to integrate new hires into the company culture and how to upskill staff throughout their career journey. He adds: 'We were looking at how we could do different things for staff, and engage them in what we're doing as a company.'

With this in mind, the business is showing all staff how products are made to give them a real sense of the skill and craftsmanship involved. It is also introducing robust sick pay policies and travel allowances.

The Help to Grow: Management Course has already helped Peter Jones ILG and it continues to do so as the business addresses cloud security, introduces a new ERP system and launches a new website. that will help it build successfully into new territories.

Building a more robust structure enables the company to not struggle as it launches into new ventures.

Chris summarises: 'The course opened our eyes, to say okay, we need to address these issues before we go full steam ahead'.

It's clear that Chris has been able to put into practice what he has learnt on the course and is a keen advocate: I've already recommended the course to people. I've already told people that they will benefit from going on the course.' This includes family who are business leaders, as well as friends, colleagues and peers.

He unpacks this comment: 'Even if they don't have a specific need, it is worth getting a refresh on what they're doing as business leaders and what they can do.'

The Help to Grow: Management Course continues to have a lasting impact at a company that is set on achieving lasting success.