For any agency, doing the research is an integral part of the process. Your first priority to knowing your brand includes many of the things we’ve spoken about in prior newsletters: the mission, the vision, the positioning, your users, etc.
But a great starting point to understanding your brand or organization is to interview the key stakeholders.
Well, who are your stakeholders? They’re the members and participants of your brand, and they can be either internally or externally relevant.
Interviewing a variety of stakeholders provides you with extraordinarily valuable insight into your brand’s personality, voice, perceptions, and more.
These interviews are an effective tool to help you take a deep dive towards uncovering the ethos of your brand—beyond the product or service.
Action: Compile a list of the key stakeholders for your brand, then appropriately sort them within two different categories, internal or external.
“Answering questions is relatively easy. Asking the right question is more difficult.”
– Michael Cronan
(Hard work pays off)
Thoughts written by Mesun Choi.
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