Your customer experience is not static. It is constantly growing, shifting, and evolving to new platforms and marketing channels. Every new video, or landing page, even every new social media post adds to your experience bit by bit, and opens a new opportunity to connect with your customers and prospects.
At the same time, it also creates a chance for DISconnection. If your messaging is inconsistent, if your visual style is disjointed, if your campaigns are misaligned to your business goals—that’s a problem. And that hurts the overall connection with your brand.
Before we start designing strategies and developing content for tomorrow’s campaigns, we need to get everything on the same page. We need to know what matters to your customers—and we need to make sure everything we do is laser-focused on that.
That’s why we always recommend starting with a discovery session.
Discovery comes before the script, before the creative brief, before the strategies and messaging framework. And it has a big impact on the success of your brand experience.
The benefits of starting with discovery
We go in-depth into the “why” in our new video (be sure to check it out!). To sum up, discovery uncovers what’s important to your customers. From there, we focus on that—which becomes the basis for creating relevant, meaningful, and lasting connections with audiences.
In addition, the situation analysis that we craft after the discovery session facilitates alignment. That is crucial here, and has some major benefits for your marketing efforts:
It clarifies your value, differentiation, and vision.
And that helps your people and your experiences to tell a unified story.
It builds cohesion across experiences.
Each element builds on and reinforces the others, which strengthens the customer connection.
It maximizes your marketing spend.
You’re moving forward with what works. Or: measure twice, cut once.
From discovery to strategy to execution
Our handy infographic goes step-by-step through how we use a discovery session as the launch pad for cohesive and meaningful customer experiences.
First, we conduct interviews and do secondary research to gather insights about your business, its value to customers, and its place in the market. For our input sessions, we ideally want to hear from not only the C-suite but your people on the front lines of customer engagement—such as your sales team—as well as your customers themselves!
Next, we begin to find the common threads that are your brand essence. We organize these threads in a situation analysis, which recommends strategies and tactics for realizing future brand experiences.
From there, we develop customer-focused strategies that are aligned with your business goals, which sets us up to start imagining the creative work. A message house lays the foundation for telling consistent and synergistic stories across platforms and your team, and a creative brief (before every campaign or project!) ensures every asset contributes to your overall brand experience in a cohesive way.
Now, having done the legwork to understand what’s meaningful to your customers, and having planned our campaigns and how each piece complements each other, we can launch videos, websites, social media posts, and other meaningful experiences.
And when we’re ready to introduce your next offering or start your next campaign, we go back to discovery—so we can have a plan for deepening your connection with customers, maximizing your investment, and keeping it all unified and integrated.
If your team is ready to explore how to create meaningful connections with your customers, get in touch. We can help with discovery, strategy, and developing a host of engaging experiences for your audiences. Drop us a line using the contact form below.