Investigate the persons that interact with your brand.
Exercise 2: Brand Engagement Process
Describe the entities surrounding your brand:
|Describe your current team serving customers?||Primarily myself Alexander Morse, and my wife Erica provides many strengths where I have weakness. Freelance speciality consultants I partner with to fill niche roles on certain projects.|
|Where is most of your revenue coming from currently?||Design Consulting Service from existing client base.|
|Are there other people or entities whom attract attention to the company?||Existing clients have the potential to do this. My wife and I volunteer for a non-for-profit organization in Florida exposing us to people in Orlando creating conversation on what I do for a living. Day to day conversations with people I meet can be a useful forum for discussing business goals.|
Describe your brand’s target customer, the future customer:
|Who do you want to target to procure more business from next year?||Small businesses in the Southeast United States with 5-35 employees. More specifically Central Florida, where our office is headquartered.|
|What does your conceived target have to offer?||They should offer premium products or services in a category considered ‘luxury’. Specifically, perhaps hobbyist goods or services, niche luxury items|
|What is their current state of mind?||They question the effectiveness of their current marketing tactics. They have an understanding they need to improve their brand image, marketing communications design aesthetic and communicate their product offering more clearly.|
RESULTS, Exercise 2:
Morse Communication Design, Brand Engagement Process, future customer focus
Utilizing these exercises in your company
By leveraging this process with key members of your executive team, you’ll have criteria for creating a communication design strategy to reach your customers and give them a confidence that not only do you understand them, but you understand their needs, desires and what motivates them.
Depending on the complexity of the customer segmentation you are looking to discover the needs for, you should dedicate approximately one day to this process with approximately 3-4 team members. I would not suggest performing this process with no less than two team members.