Running a Brand Strategy Session

Introduction

• Presenter: Stephen Houraghan, BrandMasterAcademy.com
• Objective: Learn how to run a brand strategy session using a step-by-step framework

Importance of Process

• Brand strategy is an art and requires a process
• Skipping steps can lead to a misaligned brand or missed opportunities
• The goal: Gather information to bring the brand and the audience together

Phase 1: Discovery Phase

Step 1: Schedule the Appointment

• Respond quickly and decisively to prospects
• Provide two appointment options within the next week

Step 2: Prepare for the Session

• Understand the client’s industry and competitors
• Basic preparation builds trust

Step 3: Build Rapport

• Balance professionalism and a human touch
• Share relevant stories to create a connection

Step 4: List Your Itinerary of Critical Information

• Gather information about business, operations, industry, market, target audience, competitors
• Use open-ended questions for expansive answers

Step 5: Stay Focused on Structure

• Have a structured itinerary to gather critical information
• Maintain balance between rapport and focus

Step 6: Identify a Lack of Clarity

• Look for ambiguity or confusion in client’s responses
• Dive deeper into unclear areas to build trust

Step 7: Post-Session Summary

• Clarify information and build empathy by mirroring client’s words

Phase 2: Market Research

Step 8: Develop Your Audience Persona

• Use information from discovery to build a detailed audience profile
• Utilize market research tools and social platforms

Step 9: Define Your Audience’s Personality

• Understand audience characteristics and traits
• Assign an archetype using Carl Jung’s framework

Step 10: Conduct a Competitive Analysis

• Identify direct and indirect competitors
• Analyze strengths and weaknesses through social platforms, forums, review sites

Phase 3: Brand Strategy Development

Step 11: Start with Client’s Aspirations

• Use client’s beliefs, values, and philosophies in brand development

Step 12: Map the Competitive Landscape

• Know audience desires and compare with current market options
• Identify how to offer unique value

Step 13: Identify Your Market Position

• Define unique positions using creative thinking to fill market gaps

Step 14: Uncover Your Brand Character

• Make the brand human with opinions and attitudes
• Assign an archetype to the brand

Step 15: Develop Your Communication Strategy

• Define key messages to shape perceptions
• Use audience persona information to tell relevant stories

Conclusion

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• Questions and engagement welcomed
• Visit BrandMasterAcademy.com for more tips and techniques