Research is the first stage of our process, branding or rebranding, every project starts with this. We like to go through this process with as little clients influence as possible, simply because we like to look at things without an altered perception.
After the first exchanges of information about your business and the general specifics of the market, we need time to assess and analyze. Studying the market starts from the product and ends up with a thorough analysis of the competition. There are many subtleties that make a brand’s strategy efficient or functional, so we gather as much valuable information as we can. It’s like finding the common denominator of the market, the list of requirements you have to fulfill to be considered a part of the market.
First, we do a thorough analysis the business context, the competition and the targeted audience. It’s very important for us to have the least amount of influence possible from the client during this stage because we can have the most objective view of the whole business. We make a lot of false assumptions just because we don’t understand or know the little specifics of the business, but that is good. Usually, we jump to conclusions or come up with wild ideas about how the brand or business performs, and this is even better.
This part is more valuable than you think simply because we perceive the business as it’s actually seen by the potential client. Determining communication patterns or lack of them is a vital part of understanding the business as seen through the eyes of the client. We could never get that from the client directly and market studies can be really expensive or not specifically relevant.
The next step is determining the ideal client’s profile and the market’s demographics. Once we do this we’ll know what communication patterns to use, the main channels of communication and, of course, the contact points your brand will have with the market. Essentially you’ll find out who you are talking to, where are you talking to them and how you should do that.
It might seem strange that we are already talking about the strategy for the brand’s communication, but this will determine your place is in the market, what are your strengths and weaknesses, and what’s your unique selling proposition.
Establishing patterns and market requirements will build the guidelines for the communication concept and we’ll be preparing to get down and dirty into knowing your business.