In this era of big data and accessibility, you have all the tools of discovery at your fingertips.
There’s so much available, you’d think it would be easy to find the inputs you need.
The truth is it’s hard to distill the right information. You’ll have hundreds of pieces of information thrown at you from several directions. As a result, you have the daunting task of discerning what’s important and what will help you start developing that compelling brand story.
Discovery is finding and analyzing all the accessible information necessary to gain insights that will help you support development of a clear brand strategy. It’s called discovery for a reason, because you don’t always know what you’re going to find. It’s problem-solving in its truest sense.
The discovery phase within brand strategy is more complex than ever before. In my experience, I’ve noticed there are certain things you can do to make this process run a little more smoothly. Here are three things to keep in mind when starting your next round of discovery work:
- Remember the three factors that influence what information you’re seeking. A successful brand hinges on recognizing a customer need, fulfilling a promise to that need and doing it in a way that’s different in the marketplace. If you keep these factors at the root of your exploration, you’ll help yourself filter through information with greater purpose, while recognizing what information or research is still needed. If you can walk away from the discovery phase with a succinct and validated answer to each of these three factors, you’ll have a strong foundation for your brand strategy work.