A Guide to the Brand Discovery Process [PDF DOWNLOAD]
What does your brand stand for? How well does it communicate its core values? How do consumers feel about the brand? These are the types of questions you will need to answer in the brand discovery process that ultimately defines the culture you create for your organization.
Brand discovery is a crucial step in aligning your business goals to brand strategy and maximizing the long-term success of your brand. This audit evaluates the brand image, communications, consumer perception, and competition.
It gives purpose, defines personality, and delivers the promise through better branding. The process helps match customer insight and behaviors to marketing objectives. The result is a personalized brand strategy to accelerate growth and strengthen loyalty.
Asking the right questions will lead an organization to the answers that have a long-term, company-wide impact. Here are just a few of those questions from our Guide to the Brand Discovery Process.
The Basics of Brand Discovery
Start by asking questions that deconstruct and simplify your business goals. Answer them with the passion and excitement of the first day combined with the knowledge you have acquired since.
What are our core values?
What problem do we solve for our customers?
What products or services are the most profitable for us?
How do we measure success?
Discover Your True Brand Identity
It is essential to establish a unique and differentiated presence in the market. This can help your customers determine why they should buy from you, and not someone else. Take time to reflect on the message and image your company sends, while answering this set of questions.
What promise do we make to our customers?
Does our current branding communicate our desired image?
What brands inspire us?
The competitive landscape is ever more present and crowded with online advertising and search engine marketing. Asking “Who are we?” is not enough. It is equally as important to know who “they” are, as well. A competitive analysis will identify your competitors, their strengths and weaknesses, gather data on their products and services, and observe their marketing strategies.
Who are our main competitors?
Where do our competitors outperform us?
Where do we rank compared to our competition for key terms in search results?
Reflecting on Customer Data
The underlying purpose of brand discovery is to gain a better understanding of your audience, and how to better communicate with them. Look at current customer data to determine your pattern of success with specific buyer personas or your lack of attention to existing opportunities. The information acquired here can help you to establish likeability and trust with your audience.
Who is our ideal customer?
Why do they buy from us?
Where are they engaging with our brand?
Honest Assessment of the Sales Process
A deeper understanding of the buyer’s journey can lead to a better customer experience and increased revenue. Perform an audit of the sales process to reveal lead and customer behavior This will identify opportunities to increase productivity, shorten the sales cycle, and improve conversion rates.
Where does our sales process fail?
How can we improve our lead nurturing process?
What problems can marketing automation and Customer Relationship Management software solve for us?
Develop More Meaningful Relationships
Identify shared goals and values with organizations that add value to brand awareness and lead generation. Think first of the contribution your organization can make to the community, a non-profit, or local business. Use this as an opportunity to connect and engage on a higher level to develop relationships and partnerships that add real value.
Who are our brand advocates?
How can we strengthen current partnerships?
How can we develop more of the right partnerships?
Discover the Future Of Your Brand
The discovery process does not end with realizing your true identity and potential. It begins again each day as you continue to grow, visualizing the future of your brand. A business never plans to fail, more often they fail to plan.
How will our industry change over the next ten years?
How will our company adapt to these changes?
How will our brand strategy need to change to stay competitive?
Incorporating The Answers Into Your Business
The answers to these questions will offer enlightenment and guidance that can improve the relationship between brand and consumer. Using it wisely will strengthen company culture and employee engagement. However, connecting this feedback to inspire successful marketing campaigns, creative advertising, and transform the sales process, is a challenge every organization faces. Hiring an experienced and creative branding agency can produce the best results.