All brand planners have their tools. We use them to corral insights and generate ideas we can sell as organizing principles for the work other will do. My go-to tools are the 24 Questions, my Executive and Sales Team Questionnaire, and a Brand Brief. From time to time I’ve used a presentation format sharing “Insights, Implications and Recommendations” as well.
Here’s a new ditty I came up with for an art start-up a few years ago. I call it the 10 conundrums. I use it as an interim step before crafting the brand brief. After doing all my exploratory work, quant research and interviews, I cobble together a number of market, consumer and company contradiction. Perplexing contradictions or true conundrums. These I share with the client work team to see how they feel about them. How they deal with them. The dialogue about these points if often quite important. Here’s an example from my art start-up project:
Art appreciation is personal and subjective. Yet having a trusted art-savvy acquaintance to call upon can influence that subjectivity – adding dimension and a level of comfort.
Toolkits are nice to have. Reinventing them, adding to them and evolving them are how we get better at what we do.