Where is the brand today and
where do we want to take it?
These two questions determine what the brand needs. What’s good? What could be better? Is optimisation or a total makeover needed? What is the business strategy? During the strategic preliminary phase, we work together to develop a future-oriented brand strategy. In this way the brand can do what it's supposed to do: persuade the right people.
To get a good picture of what is going on in a company from the start, we launch an internal online survey. Together with the client, we determine who will take part in the survey. In this way, we gain a thorough understanding of the needs and expectations.
You can't have a strategy without research. We analyse everything on the table and add a lot more. Our strategists get to work with all the data and any previous exercises concerning the brand. We look at the business strategy in detail, analyse the market and look for opportunities right from the start.
To gain a clear external view of the brand, we ask questions of existing or potential customers. This can be done quantitatively by means of an online survey, or qualitatively using in-depth interviews. The resulting insights give us a good initial view of customers’ needs and expectations and any areas of disappointment.
Through in-depth interviews with stakeholders, both internal and external – exactly how many is determined with the client – we form a clear picture of the opportunities and threats facing the brand. At the same time we also gain a clear picture of any resistance and sensitivities.
The development of a strong brand is a collective endeavour. To increase engagement, we encourage the emergence of ideas in group sessions during workshops. Together with the client, we determine who we include in the process and at what time. We have learnt from experience that a change process should have the widest possible support. Through various exercises we ensure that everyone participates in the creative process, under the guidance of our strategists; the approach is always tailored to the specific challenge.
If necessary, we go and take a look ourselves. Desk work is always a good foundation, but our strategists also make a point of going out to see for themselves how a brand comes to life at the point of sale.
To be able to respond optimally to the opportunities in the market, we examine the behaviour of our potential customers in depth. In this way we can respond to what’s going on in their lives, what’s important and completely unimportant to them, and at what times. This enables us to form a clear picture of our target group.
On the basis of a clear market analysis, we look for opportunities in the market. In this way we can identify a targeted positioning for the brand that will make it distinctive in the market. This is done on the basis of a number of standardised exercises during a workshop.
Once a clear positioning has been determined, we decide together with the client how the brand will behave in the future. How do we want to be perceived? We work this out in detail. This is the final step before we proceed to brand identity
Once the brand has taken shape, we look in detail for the contact points with the potential customer. Where do we come into contact with our target group? How can we help them/win them over/alert them? - and so on. During this workshop we determine all the tools we need to bring our brand to life in the right place and at the right time.
We determine in detail and on the basis of the available budget the best way to bring the brand to life. Where and when do we need to be present to achieve what we want – to win over the customer?