The Premise of Discovery
For years, companies have searched to discover their customer's wants and
needs. They've wanted to know what products they buy, what services they
require, what options, features, benefits and colors they like and how much
they are willing to pay for it all. Then they've done everything in their power
to meet those needs and be that customer's brand. Problem is, all the other
advertisers have conducted the same process. The result: A lot of very similar
brands. A perception that all brands are alike. This leaves price and incentive
as the only measures of value.
What We Discover
Brand Savants' unique brand discovery session is designed to differentiate your
brand by "Turning the Telescope."™ This is where we look inside; examining your
organization, its history, services, people and culture. In other words, we
explore and discover the essence of your brand. Once clarified, we can
then develop a truly unique brand identity, one that you can fully bring to
life in all its many touchpoints. (We call that
Brand Enculturation™.)
The Process of Discovery
The
typical four to five-hour session is a process of distilling information. We
start with discovery: facts -- lots of them. We will spend one and a-half to
two hours listing facts about the company, products and people. After that, we
eliminate those that are possibly not unique. And ultimately find those that
are absolutely unique to you.
The Results of Discovery
Once three to five unique selling points are established and agreed upon, the
creative process begins. This information is used to create a brand franchise
to focus all internal operations and direct all external communications. This
Brand Constitution is a one-page document (concise and rich)
that will distill your franchise statement, your brand essence and your
positioning.
This session is the ideal opportunity for top management, marketing and
operations to discover together the organization's brand essence and play a
role in the establishment of their brand's communications. In the end, when
someone says "tell me about your company (your brand)," everyone will have a
clear, definitive and scripted answer. We call it singing with one voice. And
it's powerful.
|
