So, what is a discovery session?
A brand discovery session is a facilitated meeting with clients or stakeholders. Sometimes this can take a few hours, other times it can take a few days - it all depends on how big the scope of the project is. In this meeting, we define clients’ goals, identify their challenges, look at their users and customers, and identify brand attributes.
The knowledge gained from the brand discovery sessions provides the insights and details from which the critical decisions will be made. Therefore, if the information is incomplete, inaccurate, or overlooked, the resulting brand is unlikely to attract the intended audience.
What are the key parts of the brand discovery session?
First of all, we ask questions about the business itself - its goals, objectives, and vision for the future. Questions like “What and why does this business exist” will be raised during the meeting. This part is devoted to understanding the core idea behind the client's business, which is often neglected over time.
Secondly, one of the most important exercises is done during discovery - identifying clients’ customer base. So everybody involved better understands what kind of behavior is driving sales. During this part, the clients are often asked to define their most usual clients or those they’d like to engage the most during their customer journey.
At last, we ask clients to define the brand with several prompts. At this stage of the discovery session, the client will try to describe the look and feel of the brand they want to launch in their own words. What emotions are they trying to evoke? What feeling does it bring to the brand’s consumer? How approachable will this brand be on the competitive scale? There is no filter during this step: every piece of information shared is important to fully define future brand attributes.
To summarize everything, the main goal of the discovery session is to collect comprehensive and accurate information about the organization, its business, its audience, and the market landscape to develop a solid strategy.
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