What Exactly Is a Brand Discovery Session?

December 13, 2021

Brand discovery session: Our approach to starting the relationship on the right foot

Every client relationship begins with a conversation. We call this the brand discovery.

The brand discovery is a crucial first step we take together as a team before diving into any strategy, content or visuals for a client. It allows our teams to align and see the world from the same point of view, in order to begin the journey toward success together as a unified front. But even before the brand discovery begins, the COHN team will already have conducted weeks of reading, listening, watching and researching the client and its industry, so that when brand discovery begins, we can hit the ground running.

At COHN, we start every brand discovery with an overarching mission: discover points of distinction of a client’s brand. In addition to simply getting to know the client and basic onboarding, we are narrowly focused on the goal of leaving discovery with enough information to develop brand statements, such as Unique Selling Propositions (USP), that will guide the content and visual expression of the brand. Having completed more than 200 brand discoveries in the last 10 years alone, we aim to identify:

  • Specific differentiators with regard to products/services – what specifically does your client provide or deliver that the competition does not?
  • Specific differentiators as it relates to culture and internal brand – why do your employees stick with you as opposed to leaving for a competitor?
  • The common threads from the past to today – what must stay part of this brand for the next 5-10 years?

Using those pillars as a framework, the building blocks of an enduring brand strategy begin to emerge: distinction and authenticity. This immersive, often all-day brand discovery kicks off our pursuit of tapping into those two elements. When we do, we will be able to finally plant our flag in the ground and deliver a brand promise: What is the one thing our brand can claim that nobody else can?

If your brand is ready to discover how they can stand out and elevate themselves above the competition, connect with COHN and our integrated team of experts will work together to face any challenge and bring your brand to the top. Let’s get started with a brand discovery session!

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