Brand Building: Discovery & Brand Strategy
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Discovery & Brand Strategy
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Following a critical and strategic approach to brand strategy transformed our client-facing design agency, BrandCraft. We believe our approach can help other branding agencies and design professionals level up their design business.
This post outlines the phased approach we work through with each of our client-facing brand identity projects, crafted and revised over ten years of helping businesses create new brands and rebranding existing organisations.
Phase 1. Discovery
Phase 2. Brand Strategy
Phase 3. Visual Identity
Phase 4. Project Delivery
In this post, we cover the first two phases.
1. Discovery
The beginning, in the case of our branding process, is getting to know our client’s business really, really well. Akin to questions we might ask someone on a first date, it’s important to develop an identity surrounding your brand: Where was this business conceived? What were the first products that went on the shelves? Why do people go to you and not your competitors?
To kick off the project, during our first project call with our new client, we run through our Brand Strategy Questionnaire. We use 21 questions to initiate a dialogue and kick off a hopefully open, transparent and honest dialogue that will last the length of the project.
Prior to the initial call, we ask the client to collect together a ‘project team’ who will be responsible for decision-making throughout the project timeline. We recommend a small team of up to 5 of various levels within the company but we leave it to our client’s discretion of who to include.
But what information is necessary to start building a brand?
— Background
1. When and where did your organisation’s story begin?
2. What were your first products/ services?
3. What did you promise your first customers?
4. What are the current pain points of your organisation’s brand?
— Customers & Competition
5. What are the physical products/ services that your organisation provides?
6. What are the main problems that these products/ services solve?
7. How would you describe your ideal customer?
8. Name three ways your organisation is different to its customers.
— Vision
9. What were three key past milestones that made your organisation what it is today?
10. Name three things that customers currently know your organisation for.
11. Name three things you want your organisation to be known for in the future.
12. What are the three goals you want for your organisation for the next 5, 10 and 20 years?
— Values
13. Can you name a few of your organisation’s core values?
14. If you had to choose just one core value, what would it be?
15. Why is this value so important to your organisation?
16. How would you describe your organisation’s brand?
— Personality
17. Mark where your organisation sits on the personality sliders:
18. How would you describe your organisation’s personality?
— Mission
19. How is your organisation unique?
20. If not for profit, why should your organisation exist?
21. How would you define success for your organisation’s rebrand?
This initial project call is a great introduction for the project teams and a necessary initial insight into the current state of the company. From this initial questionnaire, we start to build up a picture of the company. The answers will be short, initial gut reactions, which is a perfect foundation to start the brand strategy phase.
We have made a free PDF, downloadable here —
2. Brand Strategy
Now that you’ve acquainted yourself with your business well, we’re ready to move onto the most important part of developing your brand.
The questionnaire becomes the bedrock of the initial brand strategy workshop where we introduce the brand strategy deck we will be using during the phase and where will integrate and question the answers to the above.
The brand strategy phase is usually split over two, 1-2 hour workshops depending on which brand strategy deck we’re using. The first session we run through the strategy template, interrogating answers to the discovery questionnaire and filling out the brand strategy framework alongside our client. After the first session, we will review the draft template, iterating, making tighter and forming any recommendations. In the second brand strategy session, we will review our recommendations and options for the mission statement.
We will usually use our Brand Strategy Workshop Toolkit which includes the comprehensive deck for medium and large organisations we work with, usually established organisations that we’re helping to rebrand. When we’re working with smaller newly established companies, commonly those that are smaller start-ups (under 10 staff) we will use our Two-Day Brand Strategy Template.
The first call through our Brand Strategy Framework, interrogating our client’s answers to get deeper and better answers.
1. Brand Audit — Past, present, and future
2. DNA — Understanding the company behind the brand
3. Positioning — Leveraging difference
4. Vision — Looking back to look forward
5. Values — Defining the core values
6. Personality — Communicating character
7. Mission — Moving forward with a clear purpose
8. Brand Identity — Visual Metaphors
1. Brand Audit
“Quality and consistency create identity.”
—Jony Ive
The brand audit is where we can start to identify areas of problems, weaknesses and potential for improvement. Using our Brand Strategy Template, we start the audit by filling out responses to the first three questions from the discovery questionnaire.
Continuing through the Brand Strategy Template, we create a current brand moodboard by pasting in a diverse range of important brand touchpoints. If the brand has no existing logo or wordmarks to use, then we will focus more on the products/ stores/ visuals of anywhere customers come into contact with brand touchpoints.
We will fill this first phase out after we receive the brand questionnaire answers and before we sit down with our clients for the brand strategy workshop. We find it helpful to have moodboards of the existing brand to help tease out any functional problems of the existing brand or subjective opinions.
We go into further detail on the benefits and step-by-step process in our article, How to Conduct a Brand Audit.
2. DNA
“People don’t buy what you do, they buy why you do it.”
—Simon Sinek
Service Map from our Brand Strategy Templates
Using a service map tool, the company services are broken down into broad overarching ‘Level 1’ categories, and then sub-divided into ‘Level 2’ categories which can be category of individual lines of services or products.
The Service Map is a great way to present the information in a non-biased, factual way. It is best to avoid precise percentage representations and focus rather to make sure all segments of business offer are clearly annotated to get a broad enough view of the business.
We then build on the service categoization by asking our clients “What three problems do we solve for our customers?” This is another great way to focus down to the truth, to start broad and then become more and more critical.
Brand DNA Form from our Brand Strategy Templates
3. Positioning
“Positioning is not what you do to a product, it is what you do to the mind of the prospect.”
—Al Ries
Positioning Matrix Diagrams from our Brand Strategy Templates
Using a matrix diagram, together with our client we first map out their competition to see where there are opportunities for product/ service differentiation. We keep things simple. Red represents our competitors, and green represents our clients.
To get a broad understanding of the marketplace, first, we map out Price against Quality. Which might give us early clues about areas of differentiation. We can then map out other comparison diagrams such as Market Share against Customer Satisfaction.
The second chart is made contextual to our client, and we can use a variety of comparisons to reveal some areas where we can differentiate our client’s company.
Comparing products or services — This could include features, price, and customer satisfaction.
Comparing operational efficiency — This could include metrics such as inventory turnover, cycle time, and defect rate.
Comparing cultural values — This could include things like employee engagement, innovation, and customer focus.
Positioning Table from our Brand Strategy Templates
We can then take this analysis further, with a table comparision.
Vision from our Brand Strategy Templates
To complete the positioning phase we introduce the Brand Archetype Wheel. We first plot out our client’s competitors and then review areas of opportunity to differentiate. We have to be careful to steer clear of the personalities that do not resonate contextually with our brand.
Brand Archetypes is one of the core tools of brand strategy and there is a great deal of depth you can explore. We introduce brand archetypes with the archetype cards, shown in the Personality stage below.
4. Vision
“A brand is a story told consistently through time.”
—Michael Beirut
Vision from our Brand Strategy Templates
We then use a vision road map to simplify our client’s path forward. For small and medium-size companies this workshop might be one of the first times the client has sat and really thought about the goals and objectives for their company. Don’t be afraid to sit with a little silence, and let the client speak, come to their own conclusions, that you can then question a little further to get even deeper.
We first ask our client to talk about the past, key moments that made the business what it is today. We might ask them to talk about their key achievements and milestones, or times of trouble they’ve overcome.
We then look forward to the distant future. We ask about their blue-sky 50+ year vision for their company. We ask our clients to define their goals.
We can then come back to the present, and ask our client to talk about what’s happening right now, or in the very close future.
Vision from our Brand Strategy Templates
Finally, we focus the dialogue around the core steps they will need to make in order to reach their future goals. Again, we’re not afraid to sit in silence, keep the questions a little open and broad. Once we have something down on paper we can then review, question and iterate.
5. Values
“If people believe they share values with a company, they will stay loyal to the brand.”
—Howard Shultz
Core Value Finder from our Brand Strategy Templates
Core Value Finder from our Brand Strategy Templates
Using our Core Value Wheel, with our client we start to explore what are their brand values. In the first part of the exercise, we are trying to brainstorm as many possible values that feel natural and authentic to our clients business.
Core Value Brainstorm from our Brand Strategy Templates
First, we guide our client discuss openly and reach a list of 20-25 brand values.
Core Value Map from our Brand Strategy Templates
This brainstorm is then questioned and critiqued down to just 6 values — three core values, and three overlapping values. These overlapping values are an important part of the process, and act as devices to link the core values to each other.
Core Value Journey from our Brand Strategy Templates
With our client, we question whether these core values feel real and authentic, and together can successfully summarise the brand. We use the Value Journey to explain how the core values relate to each other.
Core Value Pyramid from our Brand Strategy Templates
Finally, to record our client’s core values we place them into the Value Pyramid.
6. Personality
“Brands, like people, have personalities, and they can make or break them.”
—David Ogilvy
In this phase, we love using a couple of the tools included in our Brand Strategy Workshop Toolkit. With our client, our brand archetype cards are a great way to discuss our client’s brand personality and also their competitors. All of our tools are designed to help the project teams reach critical choices, which is a fundamental part of creating a strong, concise brand strategy.
Brand Personality Sliders from our Brand Strategy Templates
We begin the personality phase by using a tool everyone understands, personality sliders! This tool is a great way to align our client’s thoughts. For each slider we use two marks.
The first, lighter colour indicates where the client’s company currently sits, and the second, darker mark indicates where the client wishes they would be.
Brand Archetype Wheel from our Brand Strategy Templates
We come back to our Brand Archetype Wheel to decide our chosen brand archetype.
Brand Archetype Cards from our Brand Strategy Workshop Toolkit
As this is such an important part of the brand strategy, we love to use our Brand Archetype Cards to help with the difficult task and aid in an open discussion.
Personality from our Brand Strategy Templates
We then note down the unified, chosen brand archetype, and the reasons behind the choice.
7. Mission
“We wont be distracted by comparison if we are captivated by purpose.”
—Bob Goff
Mission from our Brand Strategy Templates
Through the brand mission phase, we distil the core values, personality, vision, and positioning into our client’s mission statement. We asked three final questions:
Mission from our Brand Strategy Templates
A great mission statement is a critical statement that defines the purpose of our client’s organization. It should directly answer the question, "If not for profit, why should our organization exist?" The mission statement should be clear, concise, and memorable, and it should be something that everyone in the organization can resonate with.
8. Brand Identity
“Without a brand, a logo is meaningless.”
—Seth Godin
In the final phase of the brand strategy, we will prepare visual reference moodboards and share them with our client. This is a powerful way to aligning our creative team and client together before we start ideating branding concepts. We do this within the brand strategy template, which usually forms a couple of pages.
Visual reference — These are visual metaphors for the brand, abstract visuals of the core values and personality. For example, visuals for ‘freedom’ could be inspired by nature, and references for human values of ‘fairness’ could form a diversity of culture. This is a highly subjective phase where us creatives can start imparting our visual response to the brand strategy.
Graphic language — This is a more literal, stylistic and graphic moldboard, which often includes references across logos, packaging, signage and other brand touchpoints.
These moodboards are also a fantastic way to get our clients excited about the next phase, Visual Identity.
Thank you for your interest in BrandWerks, and our articles. Learn more about the tools discussed in this post —
About the author, Adam —
Adam is the founder of BrandCraft, a branding and design agency.
On top of our client-facing projects, our small team developed BrandWerks where we create brand strategy tools and templates to help you master brand strategy and the business of design.
Our actionable tools are fully editable and founded in a commercial approach that guides your clients through the brand strategy process.
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