Brand Clarity™ is a flexible brand and brainstorming exercise designed to uncover the most relevant and compelling story for a product, company, or individual. It enables you to make a critical emotional connection with your stakeholders.
Using a variety of brainstorming tools and exercises the objective of the session is to bring clarity to confusion, simplicity to complexity, and new thinking to conventional thought.
The outcome is the creation of relevant, actionable ideas which will form a viable, reliable foundation for strategic communications enhancing your ability to create an emotional connection with target consumers. You will come to understand and bring clarity to your brand and your story.
“A critical component of a great brand and the most essential element of its composition is that the experience of the brand must create an emotional connection with the consumer. Emotion is the one human ability that cannot be automated and companies need to embrace the notion that their stories are perhaps more important than their products.”
Rolf Jensen, Copenhagen Institute for Future Studies
How does the Brand Clarity™ session work?
Prior to the session, we will work with you and others to gather together as much relevant information as possible. This information will be used to drive the one-day (a half-day session is also available) Brand Clarity™ session.Moderated by Don Kerr, we will gather together various stakeholders including:
Members of executive leadership
Select employees – Operations, Marketing, Sales
Using a variety of external stimuli, brainstorming tools and exercises the objective of the session is to bring clarity to confusion, simplicity to complexity, and new thinking to conventional thought.The outcome is the creation of relevant, actionable ideas which will form a viable, reliable foundation for strategic communications enhancing our ability to create an emotional connection with target consumers. We will come to understand and bring clarity to the –
What is a Brand Clarity™ session?
It is a session where we lead the team in a challenge to ensure that the brand vision has about it three qualities.
Clarity – Is the brand expression clear and relevant? Is it transparently founded upon organizational realities? Is it believable to both internal and external stakeholders? Is it supportable in our storytelling and in our organizational action?
Simplicity – Is the brand expression simply expressed? Could everyone from the executive suite to the factory floor tell someone what our brand stands for? Is it sustainable in expression? Is it unique in its simplicity?
Wit – Is the brand expression engaging – visually, emotionally, practically? Is it versatile enough to engage stakeholders regardless of medium? Is it compelling? Does it effectively enhance our storytelling?
The objective of the Brand Clarity™ session is simple:
- To gain a solid foundation of brand principles, attributes and values leading to a clear expression of the essence of the brand.
- The strategy of the Brand Clarity™ session is also simple:
- Identify relevant and compelling information about the business.
The tactic we employ is conducting exercises which provide words/descriptions/feelings that allow us to build a brand pyramid which is entirely unique to the business.
A few definitions might be in order to help you understand how we build the pyramid.
Attribute – a characteristic or quality of a thing, e.g., an attribute of oak is its tight grain. Things, people and brands have many characteristics. In our exercise we’ll identify the 15 – 25 major attributes accorded the business.
Functional benefit – a useful advantage, e.g., a functional benefit of oak is its strength. The group will identify 10 – 15 functional benefits of your ‘brand’.
Emotional benefit – an advantage which inspires feelings, e.g., an emotional benefit of oak is its beauty. We’ll list 8 – 12 feelings the brand/product/location inspire.
Value – an ideal, e.g., a value of oak is its ability to impart flavour. Upon conclusion of the exercises we’ll be able to identify 8 – 12 values associated with your business.
Essence – the inherent nature of a thing, e.g., the essence of oak is its ‘versatile power and beauty’. Finally, we’ll bring the inherent nature of your brand to life in a very few words.
What are the deliverables?
All developmental work leading up to the one-day Brand Clarity session;
Facilitation of the session.
A full, detailed report of the session focused primarily on a fully populated and agreed brand pyramid.
A completed and agreed creative brief.