A brand story assessment project examines the story a brand is projecting through its communications and behaviors. Understanding how a brand’s story is perceived is an integral part of the process of engaging the consumer and driving a connection that is consistent with the intentions of the brand. The brand story assessment articulates the story a brand appears to be telling based on what it has said and done in the world.
The brand story assessment process includes
- Examining the brand’s public history to identify the key themes that drive the perception of the brand’s story.
- Reviewing all marketing materials, historical and current to discern the underlying story that is being communicated.
- Presenting a snapshot of the brand story at this point in time, including what the brand appears to want and the sources of conflict that drive the story and give it energy.
- Providing principles for managing the story going forward.
The assessment process usually takes three weeks after we receive brand marketing materials. We will present our insights via teleconference and in written and electronic format.