Questions are Critical for Good Design

uncover the core idea

What makes your company or organization tick? The answer is not a description, a location or a mission – a brand idea is what spark action, motivate employees and drive consumers. Understanding your brand’s core idea influences how your brand is perceived. The core idea is the illusive special sauce that differentiates your offering from others in a crowded market. A strategic discovery process dives deep to understand assets and attributes that are unique to your brand. Competitors are reviewed, the market analyzed, and audiences identified. Everyone from the C-suite to the loading dock is considered in the process.

reveal unique differentiators

Discovery results in information – a lot of it. As interview notes, competitor reports, website analysis and audience details are collected, they are sorted and analyzed — themes evolve, values are identified, and audience motivations are understood. As unique differentiators are uncovered, the value proposition takes shape. Articulating how an organization is different and communicating authentically are effective ways to build market share — as long as what you say is true. Today’s savvy consumers and investors demand transparency. Discovery helps articulate a company’s offerings in ways that communicate effectively and support the brand’s true value.

provide a path to alignment

A well-designed discovery process is inclusive. Group discussions, workshops and surveys are some of the tools used in discovery to build a comprehensive understanding of a brand. The process itself builds engagement and alignment. People like to be asked their opinion. When prompted to think about a company or organization, employees and consumers build understanding as they articulate their ideas. As they become engaged in the process, they become invested in the outcome.

give voice to culture

The discovery process often uncovers stories that can be used to illustrate a brand’s culture and impact. It could be the personal story of a founder that brings understanding to the company’s vision, or discovery might illuminate how an organization’s focus on the environment sparks millennials to volunteer. Storytelling is powerful, sharing company values in testimonials and narratives resonates with audiences, building engagement, empathy and loyalty.

increase reach and grows business

While often difficult to quantify directly, a successful brand strategy, supported by a thoughtful discovery process, impacts the success of a brand by clarifying value, identifying audience motivations and building internal and external alignment. Leaders who understand their brand have a compass to drive decisions, create efficiencies and build company culture. An overarching brand strategy is noticeable with big consumer companies such as Nike or Coke, where the brand is ubiquitous and visible through products and advertising. While less visible, the same is true for all businesses and entities. Professional service firms, non-profit organizations, healthcare services, and businesses of all types and sizes benefit from a well-articulated brand strategy.

Conclusion

Investing in the discovery process is critical for realizing the power of brand strategy and the potential of website design.

photo: Genevieve de Manio / Design & Co.