This post is part 2 of 5 in the series Sample brand strategy process.

Appreciating the best of what is

  • Understand your business. Team members from outside the client system get up-to-speed with your current thinking (culture and personality), industry trends and technology. Includes an audit of your current customer communications and a review of existing market research.
  • Identify who you are when you are at your best through stories that reveal core values, guiding principles and beliefs.
  • Observe and understand your customers and prospects to discover your current position in the marketplace. Conduct appreciative interviews to the maximum possible number of client system members. Capture and share stories and experiences to uncover opportunities to create a point-of-difference.
  • Study the existing and emerging competition to understand your unique position in the market. What are their core competencies, positioning messages and communication tools?

Step 3 →