Brand Strategy: The Big Picture Process
WHAT'S YOUR STORY?
In the course of an hour-long meeting we will hear the narrative behind what you’re doing whether it’s a personal narrative or a social or cultural or business narrative. The story is going to be different for different people and businesses, but there is always a narrative, and we want you to recount it. Even if this may be something you’ve already translated into a vision or mission statement, a brand or business concept, or if you are just starting and have never shared it before. Either way, we want to hear the genesis of your business. It will help us further understand who you are and help us articulate a narrative that gives people a sense of emotional connection to you or your business. For example, you may have had an epiphany or health breakthrough that caused you to get interested in your field of work. Now, it’s been years, but that root cause still holds true for you, but it’s buried. So we might look for ways to reconnect to that original vitality.
WHO'S YOUR AUDIENCE?
Some people say “Everyone” when asked this question. While that may be an appropriate answer, we still need to divide that audience up into interest groups or segments so that we can communicate in a way that is authentic and engaging. For example, you may have a process that you use with a certain group of people who are your patients, and you may teach that same process to another group of people. These would be two completely different “interest groups” even though they may be in the same age bracket or gender or geography, you obviously have to create two different communications channels.
HOW WILL YOU TELL IT?
This exploration identifies all the mediums and messages that are appropriate for articulating your brand and includes:
Keyword Analysis to develop a list of up to 80 keywords and phrases that relate to your subject matter.
A Channel Checklist of all possible media outlet’s and influencers you can approach, and a further narrowing down of which ones are appropriate for us right now.
Identification of the Minimum Viable Product for your project, or for each phase of your project if more than one.
