Research is a necessary foundation for meaningful brand strategy and the only way to validate preconceived impressions. Our first step to research your brand identity will be to organize and evaluate the information that is already in place. Then to develop a plan to fill in the missing pieces.
We will explore all of the relevant company information currently available such as:
Mission, vision, values, statement
Organization chart
Strategic planning documents
Business plans
Marketing plans
Existing market research
Cultural assessments, Employee surveys
Press releases
News clippings
History
How do stakeholders perceive the brand? How do stakeholders find out about the company?
We perform a competitive audit which includes: leading competitors, competition metaphorically close to your concept, and direct competition. We examine the following:
features/benefits
strengths/weaknesses
brand personality
key messages
Symbols
Meaning
Shape
Color
Typography
Identify signatures
Marketing collateral materials
Website
Sales and promotional tools
Brand architecture
Signage
Brand architecture
Degree of integration or independence of the core brand in relation to subsidiaries or sub brands.
Organization of products and services
Mission
Tagline
Descriptors
Themes from
advertising & collateral
Core brand name
Naming system for products and services
Descriptors and domains
Navigate websites
Visit shops and offices
Purchase and use products
Use services
Listen to a sales pitch
Call customer service.