How we do it
We take the internal and external stakeholders through a simple, fun and creative exercise to reveal and define the brand.
The process reveals what is real and perceived, tangible and intangible, rational and emotive. It leaves no stakeholder out of the process because all stakeholders create (or destroy) a brand.
BrandI (internal/individual) employees, management, Board members - experiences and communications
BrandE (external) customer, shareholder, agencies, analysts, media - experiences and communications
I + E = V
BrandV (value) the real value is from the collective stakeholder relationships
Process
Step 1 – Interrogate the Internal Stakeholders.
Brandswell conducts interviews with key internal stakeholders (face to face, phone, online survey) to understand their brand experiences.
Step 2 – Immerse ourselves in the Market.
This step involves desktop research and analysis of the market place including competitors.
Step 3 – Empathise with the External Stakeholders.
Brandswell conducts desktop, site visit and interview research to understand the external stakeholder audience/s experiences.
Brandswell will analyse, collate, review and report back on the responses from all stakeholders and define the brand strategy to deliver tangible and sustainable brand value through positive and enduring relationships for all stakeholders.
Result - A simple, clear and concise Brand Strategy
The brand strategy is one of the most important business strategies, and informs all the decisions about the business including people, products, markets and communications. By clearly defining and understanding the brand, all decisions are made easier, with clarity, conviction and objectivity.
Bringing the strategy to life
When the brand strategy is crystalised and agreed the brand can come to life through the brand architecture, brand names, brand logo design, identity implementation and marketing strategy. Each stage is important and builds on the other. Brandswell has worked with clients who may need all the elements to create a powerful brand, or a part thereof.
