I am pretty lucky as a brand planner. It’s rare that I have an assignment where I don’t “deliver” with my first presentation. Sometimes there might be a quibble with a word in the claim but not with its strategic intent. That’s what happens when you fully immerse and toss off preconceptions. Go all in tabula rasa.
Recently, I’ve been working with smaller startup brands as a result of some mentoring I’m doing with Asheville Elevate. As a mentor, I don’t have the opportunity to do the big dig. I have to learn the business more with a hand-trowel than a shovel. To make sense, I’ve had to short cut my process. Often I’ve neglected to write a brand brief.
In a recently full monty assignment, I did the big dig and presented to the chiefs what I thought was a really winning brand claim and proof array. It missed the mark. My neglect was to fully understanding the consumer mindset. I was long on brand good-ats but short on customer care-abouts.
My idea was born, before the brief was written. I needed more customer interviews and I needed to work the brief. The short cuts learned due to expediency, worked against me.
New motto: Go back to the brief.