Brand Compass
Find your brand's North Star
- Archetypes
- Audience Identification
- Brand Blueprint
- Brand DNA
- Brand Promise
- Brand Values
- Brand Voice
- Market Research
- Messaging
- Objectives Setting
- Perceptual Mapping
- Personas
- Personification
- Strategy
- Workshops
Brand Compass is our unique brand positioning programme designed to lay a robust brand platform that all your other communications grow from.
This is the strategic process of uncovering your true brand value, defining who you want to be in the sector, what makes you different and why people should choose you.
Overview
Brand Compass is the strategic process of defining who you are as an organisation and the shape you want to take in the minds eye of your audience.
Like a strategic GPS system, it provides the core framework for every future decision you make as an organisation.
- What makes us unique?
- Who is our ideal customer?
- How do we connect with our audience?
- What do we stand for in the world?
- Who should we hire?
- Who should we partner with?
- How should we look and sound?
- What product should we launch next?
- What toilet paper should we have in the loos?
That’s right, everything.
Outcomes
A clear understanding of who you are as an organisation and where you are going as a brand.
Through this facilitated process, you will discover & define:
- Your collective vision, mission, values and purpose
- Your brand personality: behaviours, beliefs and style
- Your ideal customer and what they mean to you
- Your unique value proposition
- Your clearspace in the sector
- Your brand platform
At the conclusion of this programme you will receive your Brand Compass, the strongest articulation of your brand positioning, in a stand alone 40 – 50 page document.
This becomes the North Star for your company, illuminating the right path for you to move forward.
What's included?
- Initial Consultation (30 min)
- Stakeholder Kick Off Meeting
- Market Research
- 2 x Interactive Audience Surveys
- Market Research report
- Channel Audit
- Brand Audit
- Brand Health report
- 2 x 4hr Brand Workshops
- Final Brand Compass Document (40 – 50 Pages) – typical inclusions: Target Audience, Competitors, Brand Story, Brand Vision, Brand Pillars & DNA, Brand Framework & Platform, Value Proposition & Articulation, Company Values, Brand Blueprint, Archetypes, Personification, Mission & Promise
The process,
simplified
Brand Compass is delivered through a combination of:
- Market research
- Analysis
- Workshops
- Brand exercises
- Positioning and strategy sessions
Part 1:
We begin with market research into the competitors, culture, consumer and clearspace within your target sector. We combine this with stakeholder interviews across staff and clients to gain a full picture understanding of the opportunity ahead. This also ensures that decisions are based on data rather than gut.
Part 2:
We then move to workshops (in person or remotely) using branding exercises designed to align teams, identify key points of value in the brand and tease out nuggets of gold.
Part 3:
The conclusions of all this work are aggregated and distilled into a formal positioning document that captures all the work to date in a concise and powerful single piece that can be used the steer your brand in the right direction as you grow.
This is your Brand Compass.
Who benefits
most from this?
Brand Compass is perfect for organisations who feel lost or unclear about who they are as a brand.
Who benefits the most?
- New businesses who want to set strong brand foundations before launching into design or development
- Business 2-5 years who are growing into a larger player within their sector, starting to see that their initial basic brand elements are holding them back
- Businesses >10+ whose brand has had minimal attention over the years and now looks dated or faded over time
Other common business challenges that Brand Compass addresses:
- Messaging is convoluted or generic
- Value proposition is vague or lacks impact
- Brand does not have it’s own “voice”
- Misalignment between staff on who the company is
- Inconsistencies in language across marketing
- Minimal understanding of your place in the wider market
- We don’t know our “why”, our vision or motivations in what we do
- The founder struggles to separate themselves from the brand
- Stakeholder alignment and varying opinions
- Difficult attracting the right type of clients and new staff
Our Solutions
We’ve distilled our process into stand-alone solutions that reliably move the dial for businesses, regardless of what stage in the journey they are.
If you need something that is outside of these solutions, just get in contact and we can build a hybrid solution especially for you.
Brand Baseline™
Quickly learn where your brand is letting your business down in this 15-minute diagnostic assessment across key indicators of brand health.
Brand Compass
Uncover your true brand value and lay the foundations to thrive with our unique Brand Compass positioning programme.
Brand Voice
Create trust and affinity by establishing a distinct Brand Voice that governs all of your communications.
Brand Design
Bring your brand visual identity to life in a way that captures the attention and imagination of your audience.
Brand Guardian
Safeguard your most valuable business asset with ongoing brand monitoring, design and strategic support from StartsWithA.
Brand Experience
Connect on a deeper level with your target audience, build trust, loyalty and brand love through your Brand Experience.