New to the formal branding process? Brand discovery is the beginning. This critical step sets the stage for a successful long-term presence in the industry. Your early decisions about the brand image, consumer perception, and values communication determine if the vision meets the road. Through brand discovery, you define your values and personality while making decisions on how to deliver on your brand promise.
During brand discovery, you’ll find out who you are as a brand, who you say you are, and who others say you are. In other words: brand intent, brand reality, and brand perception.
Set up a core team to participate in the brand discovery process. Select people passionate about the company. Bring into the sessions any current brand assets, like a branding guide, logos, company mission statements, and branding surveys. These surveys ideally are from your customers about how they perceive your brand, but they can also be from internal staff not participating in the core team.
Be prepared for a frank discussion about the brand. Some questions to answer:
During this time, take a hard look at your competition. It’s vital to find ways your services and products differ from theirs. This difference is part of your brand’s value proposition. You can’t deliver ATYPICAL marketing results if you don’t know how to separate yourself from competitors.
How long this process will take depends on your team, your schedule, and how you personally structure your process. Some companies choose to break brand discovery sessions into a few chunks over a series of weeks while others attack it workshop-style and knock it out in one or two days.
After your sessions focused on brand discovery, you’ll have a firm idea about what your brand stands for and how to better communicate this vision with your stakeholders. Take what you’ve learned and use it as the backbone of your branding guide.
Share the discoveries with all your staff. What did you find interesting? What are some new goals for your internal culture or work processes that support the brand’s direction?
Your customers select the brands they work with based on trust. They’re buying into your brand values every time they hire your services or subscribe to your product. Taking the time to know who you are and your brand perception is critical to your overall marketing strategy.