We familiarize ourselves as much as possible. The client shares as much relevant information as possible. We look at competitors and indicate what needs to be prepared for the next step.

In a workshop, we examine the brand. We map out the brand as we envision it. We look at the following components:
 

• What changes do you have in mind? 

• Why do you do what you do? Why really?

• The Brand Key where we bring everything together: historical strength, target groups, insights and differentiation, values (are they present and do they guide?) and personality. 

• Positioning: In which category do you fall and how do you create differentiation in that category?

We look at functional benefits and emotional benefits: at what level do we engage the target audience?

With the knowledge we have gained and, also with the questions that will undoubtedly still exist, we interview employees, people from the target group(s), and partners you work with. These interviews enrich the outcomes of the workshop. 

We make a presentation that maps out the brand and pitches it to you as logical and distinctive. From the outcomes of the interviews to a filled-out brand key and a clear positioning choice. After feedback, we adjust it and share it with you again.

We write the narrative of the brand. It is the story of the brand as we envision it and work towards it. The story makes the somewhat abstract presentation human and relatable. And shareable! Ultimately, it serves as a compass. In a shortened form – which we will include – it is a boilerplate (for the bottom of press releases, for example) and in a slightly longer version, it can also be used for tenders, etc.