What's included

• Stakeholder interviews

  Series of one-on-one interviews with your stakeholders to understand their views of your offerings, competitive strengths and culture. Interviews could go beyond your internal team to include outside industry experts. Deliverable format: a document with quotes and insights that also will inform the overall brand strategy.

• Analysis of market space and competitors

  Analysis of your direct or indirect competitors' positioning, vision/mission and values as articulated in their Web presence and media relations. Comparative online metrics: traffic, social, SEO, PPC ads, etc. Insights from industry articles, blogs, videos, podcasts, and the like. Deliverable format: a document with a detailed overview of the market landscape.

• Customer interviews

  Series of one-on-one interviews with some of your customers to understand their pain points, desired gains, and views of your corresponding pain relievers and gain enablers. Deliverable format: summaries and insights that also will inform the brand platform.

• Brand platform

  Recommendations, rationale and implications for brand behavior for each of the following aspects, summarizing and structuring project work to date: brand positioning (your differentiation), brand promise (your value proposition), brand personality (your flavor). Deliverable format: presentation and brand platform reference document.