We kicked off the process by auditing the existing brand. This allowed us to identify the areas that were working well, from those that would require more focus and attention.
We then went on to examine the way the brand was presenting themselves across their multiple platforms, seeing if all of these platforms were aligning and telling the same story. We looked at what competitors in the space were doing, exploring aspects of the brand that could be improved.
We then discussed what the client viewed as success. Would it be a website that resulted in increased brand awareness, brand affinity, increased speaking engagements or perhaps increased newsletter sign ups? After this, we moved on to the strategy side of things, creating a set of values, a personality, a tone of voice and a strong mission statement for the brand.
Once the brand was defined, we brought in an SEO expert who provided the key words that needed to be included in the content of the site and future blog posts.