Without the Discovery Process we would be designing in the dark; it’s akin to an architect custom designing a house for you without having any idea of who’s going to be living there and what styles you like. The discovery process is the detailed getting to know you portion of our contract. We take the time to learn about your company and develop an agreed upon set of marketing goals, desired brand image, target market and unique value amongst your competitors. This bounty of knowledge is then combined with the visual preferences we discuss such as websites you like and dislike, color palettes, font styles and corporate image to create a brand that doesn’t just look fantastic, but also has meaning.
With a review of your current website, when applicable, and any provided marketing materials that you currently use. We will also do a brief review of your main competitors; however we do not yet perform an in-depth analysis. It is vital that we remain unbiased and determine what the message is that your customers want to hear, and see how you are portraying it as well as how your competitors are presenting it. We need to ensure the brand image we create will get across the message your customers need and want to hear…and not one an internal corporate culture may want to project, as this can easily create a brand that’s built on a faulty premise.
Our Discovery Meetings take place either in person or via an online meeting. We will usually bring 2-4 people into the meeting to learn more about the wants and needs of your business challenges. We might even bring coffee. We will ask a LOT of questions to learn as much as possible about your business, the current state of the industry, your customers and more. Some topics we discuss are:
- Positioning strategy
- Marketing and conversion goals
- History and competitive benefits
- Customer habits and psychographics
- Target market
- Competitor analysis
We will then put on our marketing goggles and analyze and review all the gathered information, as well as research your industry and competitors in greater detail. This may seem basic, but during every discovery meeting we inevitably uncover critical information that we can tweak and turn into firm goals. These goals are crucial to perfecting a company's brand image.
If you have not purchased the Branding Blueprint we require our clients to provide us the same type of information from our pre-determined checklist. This is a critical step in the design process, as having a complete and mutually agreed upon foundation is the first building block in developing a great brand.
All of our contracts require a Discovery meeting (online or offline) along with a full time project manager to ensure a successful project.
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