Partner Spotlight: Mona Amodeo of Idgroup

Dr.Mona Amodeo of idgroup

Tell us about your journey in the evolution of idgroup. 

I established idgroup in 1989, having decided to move on from my position as a communications instructor and documentary team member at the University of West Florida. With my final paycheck in hand, a dream, and zero business experience, I began my entrepreneurial adventure.  I intended to create a company that aligned with my values, work with people I admired, produce great work, and have fun. This purpose remains at the core of idgroup today. Although our identity has remained constant, our focus and methodology have evolved–and along the way, I’ve learned a lot about running a business. 

Over the years, our firm has evolved from focusing on advertising and creative services into a comprehensive whole-systems branding firm. We collaborate as partners with our clients to help them shape, share, live, and evolve their unique narratives from the inside out. We call it Branding from the Core®. 

This story-as-strategy approach merges organizational development and change expertise with our extensive storytelling experience. We aim to help our clients strengthen alignment between the stories communicated through formal channels and the experiences delivered to customers and employees throughout every interaction and touchpoint. 

By closing this culture-brand gap, clients establish themselves as trustworthy, relevant, and respected organizations people choose to work for, buy from, and invest in because they believe in what they stand for and trust them to deliver on their promises. 

Who is the ideal client for your company?  

We work with organizations at inflection points of change. We specialize in helping leaders navigate these uncertain periods, whether due to new leadership, a merger or acquisition, declining competitiveness, or even periods of growth that require a renewed focus on culture and engagement. Our work is anchored in the philosophy that people will defend and protect what they help create. Therefore, our Branding from the Core® process is best suited for leaders who embrace the power of collaborative co-creation between leaders, employees, and stakeholders to achieve the next level of growth. 

What has been the most harrowing moment in your career, and how did you overcome it?  

Let’s face it: founding and running a company is not for the faint of heart. Over 35 years leading idgroup, I have weathered many storms, most of which have been economic.  However, the last two years stand out as the hardest. Financial uncertainties are now overlaid with significant societal changes and employee work-style shifts, creating an environment different from anything I have experienced.  However, there are some basics we can apply to this transformative era. 

Amidst the fast-paced business world’s “just-do-it” mentality, we are taking a step back, reflecting on our values and purpose, and seeking innovative perspectives and approaches that are true to our core identity while being relevant to the changing expectations of customers and employees. This period calls for mid-course corrections, some subtle and others more drastic. Do I believe smoother waters lie ahead? Absolutely. Through collaboration, innovation, and resilience, we will navigate these challenges and emerge stronger on the other side. 

Idgroup is celebrating 35+ years in business. In that time, you have seen many economic ups and downs. Can you share your top 3 strategies for helping clients weather these inevitable downturns? 

First and foremost, hold to your values through the tough times. Decisions are seldom easy when weathering change, but maintaining character and integrity will leave an enduring leadership legacy. 

Top areas of focus through downturns:

1. Focus on connecting: Double down on outreach efforts, strengthen relationships with current clients, and increase business development.

2. Numbers don’t lie.  Monitor critical metrics and manage the numbers. Believe what you see and make immediate adjustments for short-term survival while holding on to strategic clarity about what’s next after the storm passes.

3. Leadership clarity and communication: Be honest and transparent with employees about the company’s situation. Share your plan to navigate challenges and keep everyone informed. Remember to celebrate small victories. 

   
   

You recently hosted a webinar “Leading From The Core: Benchmark the Strength of Your Brand in a Competitive Marketplace,” The goal of the webinar was for your listener to gain invaluable insights into assessing and enhancing your brand’s integrity. Can you discuss why this is a critical strategic initiative during these uncertain times. 

The VCI Assessment is a valuable tool for sparking internal discussions, assessing strengths, and exploring ways to boost your organization’s integrity. This will set your organization apart as a brand that people love, trust, and choose because they believe in what you stand for and trust you to deliver on your promises.  

Recent studies have highlighted a significant shift in societal attitudes. These shifts are driven by fundamental challenges that have raised red flags, elevating integrity as a strategic imperative for leaders.  For example, the 2024 Gallup poll measuring confidence in American institutions revealed a stark reality: only 28% of respondents expressed trust in key institutions such as the media, religion, education, and business. 

Furthermore, a critical finding of a 2024 Gallup workforce study highlighted the declining engagement of employees. Engaged employees are typically renowned for their productivity, creativity, and commitment. However, studies indicate an ongoing downward trend, with only 32% of U.S. employees currently engaged, a decrease from 36% in 2022. These studies emphasize the growing importance of fostering connections with purpose and values. Employees seek meaning in their work but often feel disconnected from their employers’ missions. 

Organizations that lack trust from the marketplace and employees who feel disconnected from their mission will struggle to survive. On the other hand, organizations that address these needs will thrive. 

The primary goal of the recent webinar was to introduce the VCI assessment as a tool for benchmarking brand integrity. This assessment is based on a framework we’ve successfully employed with clients for over two decades to Devise strategies to bolster trust-based relationships within the organization and between the organization and the marketplace.  Webinar recording HERE

Until now, we lacked a simple method to provide an initial overview of gaps that impede the formation of these crucial connections. However, the VCI assessment offers valuable feedback on how well an organization’s culture and image align with its leadership’s vision. This strategic alignment is a cornerstone for enhancing organizational integrity, directly impacting culture and brand. 

The VCI Assessment tool was developed to provide an initial snapshot of potential gaps that could impact trust and perception among employees, customers, and the marketplace. It is a starting point for discussions about current connections, strengths, and opportunities for enhanced alignment. Ensuring consistency between intentions, communications, and actions across all aspects of an organization is crucial for fostering trust and engagement—The stronger this alignment, the stronger the brand.

We’ve seen firsthand how an approach to aligning your organization’s strategic stars can forge deeper connections with the marketplace and build workplaces where people feel engaged and valued. Better organizations build a better world.  

We aim for the VCI Assessment tool to help as many organizations as possible. If this article has piqued your interest, we invite you to take the VCI assessment. HERE