Brand Story

Here’s what you can expect when you purchase a Brand Story Workshop from me:

Stakeholder Survey & Brand Audit

Coming out of your Kick-off Meeting, we will send you and your participating Stakeholders (up to 8 total people) a Discovery Survey. This survey will be completed by each stakeholder independently at least 3 days in advance of our session. The purpose of this survey is to understand how each stakeholder sees the business from their unique point of view including: 

• Short-term business goals
• Ultimate business objectives
• Opportunities and challenges 
• Audience definition 
• Key competitors 

Additionally, I will send you a link to a Google Drive folder where you can upload any pertinent brand documents you want me to review, such as: visual identity, existing marketing materials, existing market research, marketing strategies, sales materials, etc. 

Before our first session, I will review all the survey responses, incorporate all necessary learning into the workshop materials for discussion, and conduct a thorough review and audit of your current brand and/or marketing materials.

Brand Workshop

On workshop day, we work together in a 2-hour session to identify how the brand sees itself, how it wants to grow, and what it wants to achieve. This session will include:

• Reviewing the key components of a strong brand, the importance of consistency, and effective storytelling techniques. 
• Reviewing your team’s responses to the Discovery Survey, ensuring alignment on key success metrics
• Identifying challenges and opportunities for brand growth
• Exploring brand personality and tonality

Consumer Insights

Upon completion of the workshop, I will kick off my internal Consumer Insights team to: 

• Conduct a thorough brand, competitor, and category audit
• Design Quantitative and/or Qualitative research so consumer insights can be used to inform the creative portion of your Brand Story.
  
  • Quantitative Research (internet survey): The results of between 300 and 500 people will provide quantifiable data to help us understand things like “how many” or “how often”. Using this measurable data, we’re able to identify which groups of people are most likely to engage with your brand AND what those people have in common.
  • Qualitative Research (1:1 interviews): This allows us to dive deeper into consumer behavior, attitudes, and beliefs to understand “why do you feel this way?” This is a key component for brand positioning and messaging to ensure that we’re connecting with the emotional need of our audience.

Opportunity Presentation

When research is complete, my Consumer Insights team will prepare an Opportunity Presentation for you and your team that highlights key insights that were uncovered in our research – culminating in identifying the greatest opportunities that exist for your brand. 

Strategic Springboards

We then leverage these greatest opportunities to create 2-3 strategic brand directions you can uniquely own. These Springboards are brought back to you and your team for review and discussion. We ultimately align on a single strategic direction to flesh out into a succinctly articulated Brand Strategy.

Brand Strategy

Your final brand strategy will define:

• Who you are
• The problem you solve in the marketplace
• Your Big Idea (the single one thing you stand for in the marketplace)
• Your Unique Value Proposition 
• Your common enemy
• Your brand attributes
• Your brand pillars
• Reasons to believe
• Your target audience(s) and what we want them to feel, know, and do
• The emotional void or desire we are fulfilling for our customers

Brand Story

Finally, my internal Creative Team and I will develop your brand story – demonstrating how your strategy can be brought to life through consumer-facing creative executions. This will include ad-like objects that are relevant to your business such as:

• Traditional advertising
• Marketing materials
• Digital advertising executions
• Point of sale materials
• Social media assets
• Etc.

NOTE: Creative concepts are simply examples of how the idea can be brought to life using sample imagery. You will not receive final, execution-ready files. If you are interested in having my team create useable advertising and marketing materials for you, that will be proposed under a separate scope of work through my full-service agency WMH.