Have you ever asked yourself “Where are we going… really?” It’s a good exercise for brands and businesses to take on from time to time. After all, if you don’t know where you’re going, how on earth will you ever figure out the right way to get there, or if you ever arrive?
Our answer has been the Brand Map, which is sort of a brand blue print that captures the essence of your business and also identifies opportunities and direction for the future. We work together with you to build it – taking into consideration things like where you are vs. where you want to be and the right messaging and marketing initiatives to help bridge the gap. It starts with a simple survey or interview session with relevant stakeholders on your side of the brand. The tangible output will be a BrandMap™ showing the developed and synthesized brand strategy for the brand. This map includes:
Assessment: A succinct definition of your product or service… the “elevator pitch.”
Goals: The vision (where you want to be) and mission (how you intend to get there) for your brand
Insights: What is your brand doing well? What are your tangible and intangible assets? What are your core values? What makes you different? What do you do better or worse than your competitors? Who is your audience, really? Who should you target? What markets hold the most potential? The answers to these questions and others like them are usually incredible eye opening.
Strategy: This is where the planning hits the pavement. It’s easy to talk about what you want for your brand in a vacuum. It’s another thing entirely to put it into action in the real world. So we distill insights and thinking a bit further so it’s clear what needs to happen next.
The Big Idea & Rationale – Think of it as the reward for putting in the time and effort to get meaningful intel about your brand. This is the rallying cry, phrase, tagline, campaign idea, and movement meant to get the whole branding push started and keep it moving until goals are achieved.
The BrandMap™ + big idea rationale typically will take 2 weeks from completion of stakeholder surveys.