Uncovering Your Brand Truths & Your Reason For Being.
In this phase, we will work to uncover your brand origins and truths, I will ask questions and listen, and help you capture the state of the brand, where you are coming from, where you are now, and where you are going. We will seek to understand your goals and objectives and vision — from your big idea, to your brand's purpose, and culture. This phase helps us get a big picture framing of the essence of the brand. This will be the foundation for the rest of the brand design process.
- Conduct market research and analysis
- Identify target audience
- Conduct a brand audit and SWOT analysis
- Conduct interviews with stakeholders & customers
- Understand Business Problem & Strategy
- Synthesize Internal, External, Competitive Research
- Interpret Customer and Market Intelligence
- Understand Audience Behaviour / Psychographics
- Understand the Frame-of Reference, Point of Difference, and Reasons to Believe the Benefits Promised
- Interviewing your team leaders
- Analyzing market trends and customer behaviour
- Conducting surveys and focus groups
- Reviewing existing brand materials and customer feedback
- Identifying brand strengths, weaknesses, opportunities, and threats
- Evaluate the current brand impression, perception & tone
- Define core values & personality
- Understand your positioning
- Map customer journey across all touch-points
- Understand brand/service/product essence
- Obtain agreement on objectives, criteria, and success factors