BusinessDNA Company Profile

Strategically aligned

communication

Communication
Success

Leadership

Ideas Research

Marketing

Training Business
Customer service

What we do

As a group of experienced specialists we work with you on all the phases of a project – from
diagnostics, to strategic planning, to creating creative content and training programmes
that will engage and empower your stakeholders. Whether you are in commerce and
industry or the public sector we have the expertise and bright ideas to deliver the right service
and appropriate solution for you.

Communication audits Research and
Customer service surveys Measurement

Channel audits
Engagement surveys

Market surveys
Reputation surveys

Safety surveys
Change readiness and acceptance

Organisation specific surveys

Communication strategies WE
Campaign strategies OFFER

Operational strategies Strategy
Customer service strategies development

Communication optimisation Consulting
Change communication services

Branding and creative communication
Gamification of training

RESEARCH AND STRATEGIC TRAINING AND CREATIVE
MEASUREMENT COMMUNICATION DEVELOPMENT SOLUTIONS

SOLUTIONS

Training Communication skills - Communicating Leader’s Toolkit
programmes Professional development for the Communication function
Customer service - Project Bottom Line
Entrepreneurial skills training
Masterclasses for:
Tea assistants and cleaning staff
Receptionists
Secretaries
Personal Assistants
Office Executives

Creative Graphic design
solutions Content development
Editorial service
Interactive communication

RESEARCH AND MEASUREMENT Communication audits
Customer service surveys
Channel audits
Engagement surveys
Market surveys
Reputation surveys
Safety surveys
Change readiness and acceptance
Organisation specific surveys

Diagnose to

direct

your efforts

If you measure it, you can manage it
In your role as communication professional, you need to know how well you are attending to
business critical issues. It is imperative to know if you are meeting the expectations of your
stakeholders and contributing to the sustained success of the business.
Business DNA will diagnose how effective your current interventions are and assist you to use
the diagnostics to develop a roll-out plan to achieve the results your business requires from
your function.

The diagnostic report we provide will form the basis of your strategy and will enable
you to track the impact of your interventions
We customise the diagnostic tools to your environment, timeframe and budget.



STRATEGY DEVELOPMENT Communication strategies
Campaign strategies
Operational strategies
Customer service strategies

SFtroaacntudesgise

It is important to remember that the word “strategise” has a military origin.
In essence “strategise” refers to a plan to conquer an “enemy”. The enemy of sustainable
business is unproductive and unsafe behaviour and disengaged stakeholders.
The strategic planning process that Business DNA applies will leave you with a team that
understands and buys into a plan that will focus the way they allocate their resources and
enable them to track the impact they are having on business critical aspects.



TRAINING PROGRAMMES Communication skills - Communicating Leader’s Toolkit

Professional development for the Communication function

Customer service - Project Bottom Line

Entrepreneurial skills training

Masterclasses for:

Tea assistants and cleaning staff

Receptionists

Secretaries

Personal Assistants

Office Executives

Develop

Soft Skills
to deliver

Hard Results

Soft skills have a significant impact on the achievement of production and financial targets. Ineffective
communication in teams and poor quality service have resulted in many missed targets and safety incidents.

Based on decades of experience in communication, customer service and training, we have developed
three flagship programmes. The Communicating Leader’s Toolkit* empowers leaders on all levels to
optimise the information flow in the organisation and communication with their teams; The Bottom-Line
Programme*, referring to the bottom line on the faces of customers, not only develops the customer
service skills of all employees, it also leaves the organisation with a diagnostic tool to measure the quality of
customer service in an easy and reliable manner.

The Entrepreneurial skills training course equips the small or new business owner with the necessary
tools and techniques on how to plan, manage and control his/her business on a day-to-day basis in an
effective and efficient manner.

Office support staff are key role-players on the frontline of your business. Our Masterclass series enhances
the effectiveness, professionalism and competency of these employees. Emphasis is placed on business
etiquette, meetings and minute taking, confidence and assertiveness, conflict resolution, time-management
and much more.

Business DNA is registered with the Services SETA as training provider (Accreditation Number: 12154)

Subject matter

Expaeclircktasway

Dr Amanda Hamilton-Attwell is the founder and Executive Director of Business DNA. She holds a
Doctorate in Communication Science from the University of South Africa and is an Accredited Business
Communicator (ABC) with the International Association for Business Communicators (IABC) and Chartered
Public Relations Professional with the Public Relations Institute of South Africa (PRISA).

Amanda received the IABC Chairman’s Award in 2014 for her contribution to the communication profession.
In 2015 she was made a Fellow of the IABC.

Dr Hamilton-Attwell is available to coach and mentor communication professionals on all levels. She also
presents in-house professional development programmes to optimise a Communication Function.

CREATIVE SOLUTIONS Graphic design
Content development
Editorial service
Interactive communication

Creative

As a group of experienced specialists we work with you on all the
phases of the project – from diagnostics, to strategic planning, to
the production of the media and messages that will engage and
empower your stakeholders.

Our professional services include the following:

Graphic design

If you can imagine it, we can design it. No business card or banner is too big or small for us. We
assist you with the design of printed, electronic and digital media.

Content development

We shall manage your newsletter or other publications from the idea to the final product. We
arrange the editorial meetings, create the content on the information you provide and design
the publication to reflect your idea.

Editorial services

Based on facts and ideas provided by you, we shall research the topic and create content
aligned with the target audience you want to reach. We shall also edit content and even
translate it into any of the official languages.

Interactive communication

The more senses you can engage, the more impact your message will have. We shall create 3D
models of your projects, complete with lights, movement and sound.

The foundation of what we do

The Communication Value Circle*

CURRENT VALUE

Facilitating business results Ensuring sustainability

omerernces cEommpmloitymeeent Relationships Tru
Social licens
prefeCust ENABLE VALUE CREATION

O ipsesruateisonal Tangible assets Legitimacy
st
CREATE VALUE Intangib CORPORATE
Reputation STRATEGY e to operate

le assets rship reBsiulisiennecses
Leade

Bra nds CORPORATE MANAGEMENT Innov ation

Ccourltpuorreate lTehaoduegrshhtip

Building intangibles CORPORATE COMMUNICATIONS Creating competitive advantage

FUTURE VALUE

• The Communication Value Circle describes value creation on two levels:
- corporate management
- corporate communication

• At the core of the framework is corporate strategy - the starting point for all decisions
• Tangible and intangible assets create value
• Social license to operate and Leadership enable value creation
• Tangible assets and social license to operate are the current value
• Intangible assets and leadership will foster future value

* The model was developed from original research conducted by Zerfass and Viertmann (2016)

“If I was down to my last dollar I would
spend it on open, honest, two way
communication with my stakeholders.”

– Bill Gates

Contact us

T +27 12 346 2600
E [email protected]
A 197 Lois Avenue, Newlands, 0049, Pretoria South Africa
www.businessdna.co.za