Uncovering the Humanity Within Brands
Research & Discovery
This is where we immerse ourselves in your brand and audit everything to fully understand the current situation. Together, we’ll conduct and curate primary and secondary research, turning every stone to find unbiased data that informs the brand strategy. We evaluate the existing digital footprint, marketing materials, communication approach, speak to customers and stakeholders, assess the competitive landscape, and conduct brand workshops to identify short and long-term opportunities for your brand.
By the end of research and discovery, we’ll have a rich understanding of the company's ownable position in the market. We'll know what matters to the audience, how we fit into the competitive landscape, and insights on what makes the brand relevant.
Here’s where we take everything learned through research and the brand workshop to establish (or re-establish) an ownable space in the target audience’ hearts and minds. This involves defining the brand's True North, brand narrative, personality, tone of voice, communication approach… everything that makes a brand relatable, connected, and engaging.
At the completion of the Brand Strategy phase, we’ll have defined what we call the Brand DNA: an actionable communications guide that defines the brand’s essence and gives everyone a foundation from which to build. When every level of the organization is working with the same baseline, the results are consistently positive and prepares the company for scale and growth. When a company is properly aligned, it creates collaboration and guidance to market, sell, and support the business from every aspect.
In this critical stage, we establish how your brand thinks, acts, and appears so we can start communicating with the audience in a meaningful way. This involves everything behind-the-scenes like brand architecture, content strategy, and campaign planning, plus forward-facing initiatives like naming and logo development.
Once complete, you’ll have an actionable brand that’s meaningful to your team and positioned to connect with your audience.