Our branding process allows us to get to know you and your organization, gauge sentiment and provide you with a tailored communications strategy.
Regardless the campaign or project, it's important for us to get to know the cultural nuances of your organization; learn how you are currently communicating with your audiences; and determine how you are perceived by your employees, internal and external stakeholders, and the public.
A discovery meeting allows us to hear more about your ideas, goals and challenges; meet the people with whom we will be working; and gain some insight into what makes your organization tick. It also gives us the opportunity to sort out the logistics of how we will work together, preferred modes of communication, and to answer any lingering questions you may have.
The word "audit" may have negative connotations, but we assure you this is a painless process that helps us get to know your business even better. We look at all your current and past communication channels and collateral. We use our tools and expertise to assess the performance of your current efforts, gauge public sentiment about your organization, and identify issues and opportunities. This audit helps us develop a communications strategy that is tailored to your organization's specific needs and objectives.
The stakeholder interviews are typically the most time-consuming portion of our research phase, but they are also the most important. We conduct interviews with
various stakeholders, including employees, board members, clients, and other interested parties. We ask questions that get to the heart of how people from these groups perceive your organization and what they see as your strengths, weaknesses, and areas of improvement.
The fourth step of this first phase is a half-day brainstorming exercise we facilitate with your management team. This is our favorite part, because we get to lead your team through this creative and free-flowing process to uncover your brand promise. First, we determine target audiences and facts about your organization. Then, we move on to identify the brand attributes, values, and positioning that your team associates with your brand. We end up with many long lists that we winnow down to what is most accurate and authentic.
We use all of the information we gained to develop a messaging platform for your organization. The messaging includes a brand foundation statement that succinctly articulates who you are and what you do, the key messages that will resonate most with your audiences, proof points about each of these messages, and sound bites from our meetings and stakeholder interviews. This series of messages is intended to help you communicate the essence of your brand to your target audiences.
Once we have developed the messaging platform, we go to work writing a detailed communications strategy for your organization. The strategy will include specific, measurable objectives based on your business goals; the metrics we will use to track our success; strategies and tactics to accomplish the objectives; deliverables; and a timeline.
And, this is just the beginning! Now that we have our plan of action, we will put our expertise to use to help you build brand equity; increase audience awareness and engagement; improve public sentiment; and prepare your spokespeople to share stories and messages about your organization with the media and the public.