DISCOVERY AND ROAD MAP

BRAND STRATEGY

OBJECTIVITY IS THE ONLY COMPELLING RATIONALE FOR A BUSINESS DECISION.

Brands evoke emotions and TMC encourages a unconventional workshop process to help you discover your brand’s evidence based, empathetic and emotional position. The Discovery process clarifies and stipulates your raison d’etre, who you are, who your customers are and what their lives are like.

During Discovery, we ask questions and listen to all the threads that weave your brand’s and customer’s stories. This information helps us seek facts, map and develop a new own-able prescription of success for you – a brand strategy that forms the context and the justification for any positioning, communication design and marketing ahead.

Customers prefer to return to brands that have human agency. When they feel connected to a brand, they are in fact aligning to narratives that nourish and affirm their own needs (Maslow’s hierarchy of needs). It’s the same in how we wish to feel in personal relationships – safe, liked, loved and admired. We must then get to work and create a brand presence that is based on evidence based compassion to forge deep bonds with customers, and who in turn will also become your brand’s champions.

Think of the last beautiful or useful thing / service you or your family or company bought. Why did they choose that particular brand?

Think of TMC as your ‘Brand Therapist’, and like any good therapist we do not convince clients of a solution without understanding their purpose. We first listen to clients about their ambitions & intentions for their brand, help them discover more awareness of themselves and those whom they wish to serve, diagnose pain points, and then prepare an empathy-led positioning and alignment for the brand strategy – A path that prescribe the most effective brand value & proposition; and conserve the most important of clients’ assets – effort and time.

PLOTTING A BRAND PLAN

DISCOVERY PROCESS


The process of arriving at a strategy is client-collaborative. The Memory Company is first and foremost interested in listening to you. If we don’t listen, we cannot shape your brand.

DISCOVERY WORKSHOP

ONE DAY WORKSHOP : CLIENT’S OFFICE / OFFSITE

  • INTENTION & VALUE OF THE BRAND
  • COMPETITIVE LANDSCAPE STUDY
  • FACT FINDING, CHALLENGES & PAIN POINTS
  • AUDIENCE PROFILES / JOURNEYS
  • DEMOGRAPHIC/ PSYCHOGRAPHIC / C-D MAPPING
  • ROLE PLAY / PERSONAL STORIES
  • STAKEHOLDERS COMMON GROUND

BRAND MAPPING

DURATION : APPROXIMATELY FOUR WEEKS.

  • DISCOVERY WORKSHOP RECAP
  • COMPANY RESEARCH
  • BUSINESS INSIGHTS
  • PERSONAL INTERVIEWS
  • AUDIENCE & COMMUNITY INSIGHTS
  • CLARITY / EVIDENCE / EMPATHY SCAPING
  • CORRIVALS / COMPETITIVE ANALYSIS

STRATEGY DEVELOPMENT

PRESENTATION WITH STAKE HOLDERS

  • BRAND LADDER
  • ATTRIBUTES & PHILOSOPHY
  • BRAND POSITIONING & AUDIENCE
  • BENEFITS, VALUE & MESSAGE
  • STYLE SCAPES / MOOD BOARDS
  • VERBAL AND VISUAL LANGUAGE SCAPES
  • PURCHASE FUNNEL BASED ASSETS LIST
TO KNOW ABOUT THE DISCOVERY/MAPPING PROCESS IN DEPTH, PLEASE

The Brand Strategy & Design services are two pronged. In our process,
we embark on design development only after a brand strategy is defined. If you’d like us to continue the work on to design development, we’d be stoked to plan that ahead with you. However, if you’d like us to refer you to other designers with your new strategy in hand, we’d be happy to play matchmaker.