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man with flashlight at night sky brand discovery copywriting blog, by Scott Silverman, Los Angeles copywriter and brand consultant.

What is brand discovery?

February 1, 2023/in Blog, Copywriting /by scottportfolio

 

Brand discovery is the process companies undertake to better understand how their unique value exists in relation to target needs and wants, their competitors, marketplace changes and perceived opportunities. Multiple, simultaneous inquiries into a broad range of business and marketing topics, often led by a branding consultant or discovery facilitator, aid the organization in objectively exploring today’s marketplace, the current brand strategy, the current brand identity and potentially more lucrative or sustainable brand positioning opportunities. Most commonly, brand discovery serves not as independent exercise, but as a precursor to a formal brand assessment or the development of a new brand strategy for the company. In traditional settings and small businesses, brand is typically viewed as an adjunct to marketing. In more progressive organizations, the brand and the business are considered to be synonymous.

What elements are typically involved in brand discovery?

Though the elements utilized in brand discovery may differ from agency to agency and consultant to consultant, there are some common themes. While some firms are content to have you complete a form, just as you would a brief for an individual assignment, other agencies and consultants use the information you’ve provided on the form as only a jumping-off point.

  1. Input sessions, creative exercises and brainstorming with the brand team to establish objectives and timelines, facilitate buy-in and explore the following topics
  2. Your company’s unique history
  3. Your products & services
  4. The features, benefits and self-expressive benefits of those products & services
  5. Your targets (needs, wants, demographics, psycho-graphics)
  6. Your competition
  7. Your vision for the future
  8. Your values
  9. Your primary points of difference
  10. Your strengths, weaknesses, opportunities and threats
  11. The emotions relevant to the purchasing decision and the brand experience
  12. Your existing marketing materials
  13. Any extant marketing research
  14. Key stakeholders and their connection to the brand
  15. Financial and marketing performance data (depending upon the scope)

In very near future blog posts, I’ll share more with you about what I think constitutes a fully-cracked brand, the true role of the brand discovery facilitator, the importance of building business development pragmatics into every branding endeavor and why the value of Message-centric Branding™ exceeds that of traditional branding. But if you have questions for me right now, why not give me a call or shoot me an email? I’m always happy to have a chat or lend any upfront advice I can.

Tags: brand, brand discovery, branding consultant, CEO's vision, copy writing, copywriting, elements of brand discovery, humor, list brand discovery, logo, Los Angeles, personality, reasons why, website
https://articulatedbrands.com/wp-content/uploads/2022/12/articulated-brands-blog-brand-discovery.jpg 867 1261 scottportfolio http://newarticulated.wpengine.com/wp-content/uploads/2020/02/AB-Final-Logo-new2-01.svg scottportfolio2023-02-01 12:01:412023-01-27 03:08:37What is brand discovery?

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Articulated Brands® is the Los Angeles brand agency for sharp, thoughtful people who want their businesses to project the same. The branding, naming, and web copywriting agency, founded in 2007 by branding consultant Scott Silverman, collaborates with you so you can solidify your strategic positioning, unleash brand potential, and master your messaging.

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Why is personality so important to website copywriting? dog face out car window copywriting blog, by Scott Silverman, Los Angeles copywriter and brand consultant. blue peacock amongst all white ones brand discovery blog, by Scott Silverman, Los Angeles copywriter and brand consultant. What are the objectives of brand discovery?
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