Brand Discovery Phase—A few notable details

Internal interviews

Usually of people in various roles within the organization to get different perspectives; they help inform questions for customers and prospects; leadership interviews also help define goals and objectives.

Market Research

Ranges from qualitative customer and prospect interviews, to focus groups, to full-blown, rigorous quantitative research; often the source of “aha” or “eureka” insights.

Customer Journey Mapping

A visual storyline of the steps and experiences a prospect goes through to become a customer (or to take action that achieves the desired objective); the process includes identification of barriers and levers to move the prospect along a continuum from initial awareness to eventual reinforcement of brand preference.

Competitor Review & Analysis

A look at competitor positions, product and service offerings, tag lines, slogans, special claims, logos, breadth of offerings and other factors as desired; an important exercise to determine the “open ground” for positioning that is unique and strategic.

Positioning Statement Development

A one-page statement that defines the target audience, identifies the product/space in which the brand competes, the unique core position, often with an implied promise, and the reasons to believe — the support points that make customers and prospects believe they will receive positive benefits from choosing the brand.