The terms “Brand discovery session” and “brand strategy session” are often used interchangeably. So let’s define the difference here.
The brand discovery session is a game of understanding.
Within this session, the brand strategist aims to understand as much relevant information as possible about
The people it aims to help
The leadership team
Their ideas and ambitions
Though insights and ideas may surface during the discovery session, this session is about information gathering and understanding of the conditions.
Because ideas and insights often flow from this session, inexperienced or ill disciplined strategists cut corners by prematurely jumping into a strategy session before the discovery session has been conducted thoroughly.
It’s critical that the discovery session is completed effectively to avoid any misalignment or missed opportunities late in the process.
The brand strategy session is a game of creative brand development.
Within this session the brand strategist uses the information gathered in the discovery session to identify insights, gaps and opportunities in the market.
These insights provide the spark which drives the development of the entire brand strategy including
Human Brand Persona
Tone of Voice & Language
Brand Messaging Strategy
Brand Storytelling Strategy
This is where the brand is born and defined within this strategy is.
How the brand is positioned
The difference it offers
The value of that difference
The characteristics it displays
The voice & language it uses
The stories it tells
The visual appearance
The brand strategy session is the “why” “what” and “how” behind the way the brand will approach the market, deliver the message and resonate with the audience.