Challenges
However well we think we know our own brand, the truth is that everyone who works for or interacts with our company is likely to view it a little differently. So one of the main challenges to overcome for any brand, in any industry, is framing the company vision and aligning the way the brand is perceived.
Steer has a very strong minded leadership team so creating a debate as well as consensus around the key themes and what it meant to Steer was important. Through this discovery workshop we helped Steer Energy to overcome any confusion and create focus about what their brand is, what they do, how they are positioned against competitors in the market and what to do next in terms of tactical marketing activity.
Strategy
The key elements of this project was to follow a brand discovery process which included a brand discovery survey where seven key areas were explored to help discover, define and refine the Steer brand identity. The survey was shared with internal stakeholders at different levels within the organisation as well as some external customer stakeholders too.
The seven key areas/exercises include:
- Visual keywords
- Brand discovery
- Market positioning / Competitor analysis
- Customer targeting
- Messaging
- Website Architecture
- Business goals & metrics of success
The results were then analysed and sumarised to help aid a discussion in our brand discovery work shop. This was then summarised into a digital comms strategy, brand bible together and web brief.
Guerilla Tactics Used:
Branding
Website Management
Digital Marketing
Workshops & Surveys
