While brand discovery can range from superficial and cosmetic to deep and probing, a typical goal is to provide a starting point for a comprehensive brand assessment. Brand discovery may then be said to share objectives with both brand assessments and brand strategy: more pronounced differentiation, greater impact, resonance, consistency and alignment, the establishment of guidelines for a brand refresh, and the opportunity to bring new ideas and new solutions to marketing or business issues to the fore. In order for a business to garner a competitive edge or maintain its success, it must remain in step with an ever-changing marketplace.

Brand discovery often serves as a check-in point or re-focusing milestone for the company: we said we needed to be x in order to capture opportunities a, b and c… are we doing that? Have we gone astray? Are we missing something essential? Are we proactively identifying the ideas and opportunities that will increase success and widen the competitive moat?

Companies take advantage of brand discovery exercises because they want:

1. To express their authentic vision, internally and externally
2. To more effectively and efficiently garner attention
3. To influence perceptions and cultivate positive predispositions
4. To influence behaviors (both customers and employees)
5. To increase engagement and foster loyalty (both customers and employees)

Is brand discovery similar to other strategy sessions or planning workshops we may have already done?

Today’s brand discovery, assuming you are working with a qualified and experienced brand consultant or agency, is not your father or mother’s “let’s all get together and work on our mission statement” pain and agony session. Similar to any other strategic planning or organizational development initiative, but, quite possibly, the parent of them all, brand discovery is an exploration into the essence of the company. The branding team and other stakeholders assemble to ask who we are today in relation to who are customers are, who we want to be and who we may need to be, in order to better leverage strengths and overcome weaknesses as the company identifies and seizes opportunities while mitigating threats and risks.