Brand Strategy Workshops

We facilitate brand strategy development workshops among the BST.

The workshops begin with a report on the stakeholder interviews and the customer research. With the knowledge base level-set, the strategy development is facilitated along a line of inquiry:

• Current Brand Essence: How are you defined in the hearts and minds of those who know you best?
• Target Customer: Of all your customers and prospects, who is most critical — the center of the bulls-eye — to achieve your growth strategy?
• Customer Goal: How can you translate your most critical growth strategy into a change of behavior for an individual target customer?
• Customer Insight: From your understanding of the target customers, what would motivate them to behave in a manner consistent with the Customer Goal?
• Future Brand Essence: How would the Brand Essence change in the next three to five years to address the Customer Insight and to correct current Brand Essence negatives?
• Competitor Promises: What are competitors offering as benefits, so you know how to differentiate?
• Brand Promise: What compelling, believable, distinctive emotional benefit can your brand deliver the target in order to achieve the Customer Goal? How can you address the Customer Insight in a manner consistent with the Future Brand Essence?