Brand Discovery

Upstream of every brief, identity, and content plan. Discovery answers four questions: who the brand is for, what they need, who else is competing for that need, and where the brand could plausibly stand that competitors do not.

When to use

• The very first phase of a new brand or website project
• Understanding an audience before any creative work begins
• Mapping competitors and category dynamics
• Surfacing the problem space the brand will operate in
• Generating positioning territories before brief or ideation
• When a creative brief was requested but the inputs are missing

When NOT to use