As a creative director, I believe that conducting a brand discovery session should be an exciting and fun experience for both the client and the branding team. It’s a chance for us to dig deep and uncover the heart and soul of the client’s business, and develop a brand that truly reflects their vision. In this article, I’ll share some tips on how to conduct a brand discovery session in a way that’s engaging, interactive, and yes, even fun!
Pre-Session Preparation: Get Excited!
As a creative director, I know that preparation is key to a successful brand discovery session. But that doesn’t mean it has to be boring! Before the session, my team and I get excited by immersing ourselves in the client’s world. We dive into their industry, explore their competitors, and study their current brand. We get inspired by the client’s products or services, target audience, and unique selling points.
We also get excited by setting the tone for the session. We make sure the client knows that this is an opportunity to dream big and think outside the box. We encourage them to share their wildest ideas and biggest aspirations. By creating a positive and energetic atmosphere, we set the stage for a fun and productive session.
Setting the Agenda: Let’s Get Creative!
During the session, we set the agenda in a way that’s creative and interactive. We don’t just ask questions; we engage the client in activities that help them express their brand vision in a tangible way. Here are some examples:
Introduction
We start by introducing the branding team and explaining the purpose of the session. This helps the client understand who they’re working with and why.
Company History
We ask the client to provide an overview of their company’s history, including how it started, its mission, and values. This helps us understand the client’s background and what drives their business.
Target Audience
We ask the client to describe their ideal customer, including their demographics, psychographics, and pain points. This helps us understand the client’s target market and identify opportunities to connect with them.
Competitive Advantage
We ask the client to describe their competitive advantage, including what makes them unique and different from their competitors. This helps us identify the client’s strengths and opportunities to differentiate their brand.
Brand Personality
We ask the client to describe how they want their brand to be perceived, including its personality, tone, and visual style. This helps us understand the client’s brand vision and ensure that it’s aligned with their goals.
Brand Messaging
We ask the client to describe their key messages, including their brand promise, value proposition, and positioning. This helps us identify the client’s messaging priorities and ensure that their messaging is clear and compelling.
Brand Assets
We ask the client to provide examples of their current brand assets, including their logo, color palette, and typography. This helps us understand the client’s current brand identity and identify opportunities to evolve or refine it.
Future Plans
We ask the client about their future plans for the company and how they see the brand evolving. This helps us understand the client’s long-term goals and ensure that the brand strategy is aligned with their vision.
Asking the Right Question, Active Listening and Note-taking: Let’s Collaborate!
As a creative director, I know that asking the right questions, active listening and note-taking is essential during a brand discovery session. But that doesn’t mean it has to be a one-way conversation! We encourage the client to collaborate with us by asking questions, sharing ideas, and providing feedback. This creates a sense of ownership and buy-in that’s crucial to the success of the brand strategy.
Post-Session Analysis: Let’s Celebrate!
After the session, we analyze our notes and identify key insights that can be used to develop a strong brand strategy. We take the opportunity to celebrate the client’s brand vision and the exciting possibilities that lie ahead.
As a creative director, I believe that conducting a brand discovery session should be a collaborative and fun experience. By immersing ourselves in the client’s world, setting a positive and energetic tone, and engaging the client in creative activities, we can create a brand strategy that truly reflects their vision. And by celebrating the journey along the way, we create a sense of excitement and momentum that carries through to the launch of the brand.
Sarah Wilkinson
CEO/Creative Director
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