Your organization’s brand strategy starts with the discovery phase. Media Beyond uses existing internal information (past customer research, historical sales data and patterns, brand positioning and known competitive strategies) and surveys of key internal personnel, as well as secondary online research, to conduct a strategic brand analysis of audiences, customers, competitors and the industry.
The information gathered during the discovery phase is instrumental in the creation of messaging and campaign strategy. Key questions addressed during the discovery phase include:
- What makes us different?
- How do we express that differentiation in words, images and actions?
- What is our “sustainable competitive advantage?”
- Why do customers buy from us the first time? What keeps them coming back?
- Where do we perceive our current brand is falling short? Do external audiences share these perceptions?
- Who are our primary buyer personas?
Internal Brand Analysis
Conduct brand discovery surveys to assess the brand’s history and identity, define internal perceptions, and identify strengths/weaknesses/opportunities/threats. Online surveys are completed by the internal project manager and key personnel.
Customer Analysis
Utilize existing data and internal insight to analyze trends, motivations, unmet needs and segmentation (i.e. how the brand is being positioned to different audiences).
Competitor Analysis
Utilize existing information and online research to assess the brand positioning, Internet presence, strengths and weaknesses of competitors.
Industry Analysis
Research trends and forecasts affecting the industry, and potentially influencing the organization’s future direction and branding.
Deliverables
Upon completion of the discovery phase, Media Beyond will present key findings and preliminary recommendations to your internal brand team.While each brand strategy is customized to your organization’s needs and goals, following are Deliverables that may be included in your project:
- Brand Messages
- Brand Name
- Brand ID Manual
- Collateral
- Logo Design
- Mission Statement
- Slogan
- Value Proposition
- Website copywriting
