ideas matter

brand discovery

Understanding where your brand is the most important step that you can take whether you are launching a new brand or redefining an existing brand. McGill Buckley has delivered in-depth brand discovery assignments for a wide variety of industries and sectors including health care, not-for-profit, hospitality, business-to-business and business to consumer brands.

Our brand discovery phase almost always includes the following key steps:

Brand Discovery Sessions

Depending on the size of the organization this can be a single, intense discovery session with senior management or a series of sessions involving a sampling of employers, volunteers and board members. A typical session lasts up to four hours and is a facilitator-lead discussion around existing and planned products and services, brand perceptions, brand values, organizational goals, competitive landscape and more.

External Stakeholder Interviews

As a way of testing the perceptions gathered during the brand discovery group session, a series of face-to-face or telephone interviews or web-based questionnaires take place with customers, suppliers, partners and other select individuals who may have been exposed to the brand. This is a critical step in determining if internal brand perceptions are in line with external brand realities.

Brand Audit

McGill Buckley can review all the methods that are being used to deliver current brand communications, brand messaging and brand experiences. The brand audit typically includes internal and external marketing materials such as web sites, social media channels, advertising campaigns as well as print and digital marketing collateral. For consumer-facing brands, brick and mortar site visits and third-party website inquiries are often included.

Brand Analysis

Understanding the strengths and weaknesses of the brands of your competition is key in developing a unique and compelling brand of your own. It is critical in establishing a brand that will gain traction and deliver tangible results. We will determine how your competitors are positioning themselves and establish the strength of the brands you will be competing against.

Brand Recommendations

As the final step of the McGill Buckley brand discovery process, we will present a report of everything we’ve learned through the group sessions, interviews, and research. We will identify the branding opportunities that hold the greatest potential for you and present what we believe to be the strongest positioning for your brand given your audiences, industry sector and competitive situation.


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