Perceptions influence behaviour
Every time someone engages with your brand, they'll form an association with it.
Different people - clients, colleagues, partners, suppliers, both potential & existing - will each hold different associations about your business. Some will be rational, others emotional, some formed in an instant, others over time. But are these associations what you want them to be? Will they help your business reach its strategic goals?
It's important to get these associations right - because how a person perceives your business directly influences how, or even if, they engage with it: i.e. whether they choose YOU over others to work with or for; to buy from, support or invest in etc.
So what perceptions do you want people to have about your business?
I'd like to know...
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What IMPACT does your business want to make on the world?
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What PRINCIPLES are you building it upon?
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How does it SHOW UP in its own unique way?
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Why should your audiences CHOOSE your business over others?
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Where does its DISTINCTIVE VALUE lie?
If you don't have answers to these questions that are CLEAR, CONSIDERED & genuinely COMPELLING, we need to talk.
I run two standard Core Foundations (CF) programmes - BrandFAST and BrandFOCUS - but each can be scaled up or down to suit where your business is at, and what it needs.
If you're not sure which would work best for you, just ask. Or you could book an 80 Quid Coffee - it's great value in its own right and there's no obligation to do any downstream work with me. That said, if you choose to book a CF programme within 30 days of your 80QC, I'll refund you your £80 anyway. Can't say fairer than that!
BrandFAST
BrandFAST is for you if you're short of time & have already laid the groundwork. So, you've worked out your business model, researched your market, profiled your target audience & have a good idea of how you compare to the competition. Basically, you've got the raw data but need some expert help in knowing what to do with it and how to articulate it into a coherent, compelling strategy.
BrandFAST Standard Scope of Work:
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Detailed debrief (re business, market & audiences)
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Review of up to 5 competitor/peer brands
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2 x 1 hour worksessions with up to 2 team members
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Draft strategy directions & core elements
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1 x 2 hour workshop (for up to 4 team members)
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Strategy Development (inc. 2 rounds of amends)
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Final PDF Brand Strategy delivered.
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Detailed debrief (incl. your perspective on your business, market & audiences)
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Review of up to 10 competitor/peer brands
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8 x 121 depth interviews with key stakeholders (e.g. clients, partners, team members etc.)
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4 x 30 mins co-creative worksessions (videocalls, unless local to me)
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Draft positioning directions & core elements
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1 x 2-3 hour co-creative workshop for up to 6 of your team members
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Storyboarding (inc. 2 rounds of amends)
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Final PDF Brand Storyboard delivered.
BrandFOCUS
If you're looking for robust, look at BrandFOCUS. This programme brings next level insight & validation into play, with direct consultation with key stakeholders as well as a broader look into the competitive landscape. It's also a more involved approach, with extra co-working sessions to brainstorm & develop the strategy together. There's as much value in the process as the deliverables!
BrandFOCUS Standard Scope of Work:
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Detailed debrief (re business, market & audiences)
-
Review of up to 10 competitor/peer brands
-
4 x 1 hour worksessions with up to 2 team members
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8 x 121 interviews with key stakeholders (both internal, i.e. mgmt/team, & external, e.g. clients, partners)
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Draft strategy directions & core elements
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1 x 2.5 hour workshop (for up to 6 team members)
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Strategy Development (inc. 2 rounds of amends)
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Final PDF Brand Strategy delivered
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1 x 1 hour Alignment/Implementation planning session
