A Guide to the Brand Discovery Process (PDF DOWNLOAD)
What does your brand stand for? How well does it communicate those values? How do consumers feel about the brand? Where do you see the organization in five years? Ten years?
The brand discovery process is crucial for maximizing the long-term success of your organization. This audit evaluates the brand image, communications, consumer perception, and competition.
It gives purpose, defines personality, and delivers the promise through better branding. This process better aligns customer insights with business goals. The result is a successful individualized 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 is a brief guide to brand discovery.
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 strong and relevant is our brand image?
How do we measure success?
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 as important to know who “they” are, as well.
Who are our main competitors?
How are we different from our 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?
How can we better engage our audience?
What audiences are we not reaching?
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?
How well do we communicate our brand personality?
Does our current branding communicate our desired image?
What brands inspire us?
What can our business learn from these brands?
Honest Assessment of the Sales Process
A deeper understanding of the buyer’s journey can lead to a better customer experience and increased revenue. Capitalize on opportunities to increase productivity, shorten the sales cycle, and improve conversion rates.
Where does our sales process fail?
What channels do we see the best return from?
Why are we not performing well on certain channels?
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?
What relationships and opportunities can grow our online presence?
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.
Download our interactive PDF of the Guide To Brand Discovery and answer these questions for your business.