I. Analyze
At Adrenalin, we don’t like to rely on guesswork. A brand is too important for that. So we use an integrated, five-step approach to gain a thorough understanding where our client’s company and brand is today, leading us to valuable insights to where it needs to be tomorrow, and filling in the gaps with business and brand recommendations that are at the foundation of building a strong, lasting brand. It’s how we develop a winning game plan for every client.
1. Understanding Your Organization
Taking a look at what makes you ‘tick’, we will study what is at the foundation of your brand. At its heart, every company has a particular reason for being. Some company owners want to build a mansion on the foundation of a mobile home. It is our job to make sure that the size of the brand and company won’t collapse because of a poor foundation. Do you have a vision, mission or core values that clearly define how your company employees should tackle issues from within? If not, you may not be giving yourself a fighting chance.
2. Understanding Your Brand
Ever bought a house without buying insurance? Probably not. That’s why this stage of research is so important to the exercise. We will explore the various tangible and intangible expressions of your brand, from what you look and feel like to how you tell your story.
Examining all aspects of your brand is a very revealing exercise—exposing the inconsistencies that may be present from the more tangible elements of your name and logo to the more intangible personality characteristics and brand affinity. Is your company consistently presenting a brand that represents your core foundation of what you are all about?
3. Integration Of Your Brand
Exploring your company’s internal and external communications, we then expose how you currently integrate your brand and story throughout all channels of communication. From traditional media ads to your email signature, are you consistent in your communications?
4. Identify Future Brand Goals
It isn’t until we have a solid understanding of your organization’s foundation, brand make-up, and how it has been integrated, will we explore future goals for the brand. Interviewing the “top-brass” of your company, we’ll quickly determine what goals should be driving the company—from branding to sales and everywhere in-between.
5. Defining the Gap
After we’ve gathered and explored every last locker-room in the recesses of the company brand, we’ll create a blueprint for game—the Brand Analysis Report. This is truly a powerful tool for companies to employ and has resulted in the success of many of our clients. The Brand Analysis Report identifies the gap between the current integration and future goals, and provides recommendations for adjustments to the enhancement, management and communication of your brand.
