Sometimes clients come to us sensing that they should be getting more value from their brands, but not knowing what・s wrong and how to put it right. Maybe it・s the product mix, the standard of service, the way the brand is communicated or the company・s internal culture. Other clients are creating new brands and want to know what influences might impact on the type of brand they define and how to take account of them.
We use a ．Discovery・ process to secure a thorough understanding of the current perceptions of your brand, the root causes behind those perceptions and the internal and external influences that will have an impact on the definition of your desired brand.
We assess four areas of influence in this process:
- Customers
Who are they? What do they think? What do they feel? What are their perceptions of you and your competitors? What do they want that they・re not getting right now?
- Competitors
Who are they? What are their strengths and weaknesses and what are the opportunities and threats they present to your brand? What do your most valuable customers think of them?
- Company
What are the company・s aims and the skills, systems, structures and resources for achieving them? This gives us a clear understanding of the key areas of weakness to be addressed and the major areas of strength to be reinforced when it comes to building your brand.
- Currents
Brands don・t sit into vacuums: they・re influenced by a whole bunch of cultural, economic and social trends. It・s important to understand the implications of these and take them into account when defining your Brand DNA in order that it stays relevant to your customers into the future.
From these findings we identify the key implications for clients・ brands and the opportunities that emerge for them.
These implications become the platform for the brand definition process » |
