Brand advice
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- MHDC
Gotta meet a client Friday for a brand discovery. It will be their initial brand launch as a new company, they will be quite large, have lots of funding and they are spending quite a bit to do it right.
My company wants me to write up some questions to send off to the client prior to the discovery meeting. Any good resources I should look into for this? What have you guys asked to get the most targeted end result?
Any help is greatly appreciated.
- jfletcher0
Are you familiar with branding or new? If new I can give a list of books.
An easy/basic way to start out if to get them to throw out all the words they stand for/ be associated with, group those, vote on the best to help get a weight behind them.
You can ask them what other brands they like and why. That will help give an understanding of what they respect and what they may expect.
... how long do you have for this discovery project. All day? Half day? Few hours...?
- Melanie0
Ask them who they perceive as competition in their industry so you can see what you have to stand out against
- MHDC0
Thanks, for the help. Discovery... as long as it takes. I'm thinking a few hours to lock em down.
I've done these before, I just feel a greater pressure than normal on this one. Mostly from the boss.
Here's what I'm gonna try to do: Commit them to a Brand Essence (who they are in a short paragraph) Then get them to lock down their Brand Statement (rallying cry- slogan), Then maybe some Keywords... two columns on for Emotion Words the other for Physical objects.
Does that sound right?
- MHDC0
Are there any canned questions somewhere on the internet, I could just pull and hand off to the boss to get to the client? The actual discovery meeting I can handle I think.