After meeting with internal constituents, we turn outward and conduct external interviews with clients, colleagues, or folks who work with the company we are developing a brand foundation for.

By speaking to a diverse array of external interviewees, we are able to get a more holistic picture of how an organization operates, including its strengths and areas that can be improved. These external interviews are generally 15-30 minutes, conducted over the phone.

To further bolster the qualitative research, TWIO offers a full suite of survey methodologies to provide statistically valid data. For most brand projects, we’re using Quant + Brand Perception Mapping studies. For product development brand projects, we often employ Conjoint Analysis:

After carrying out a thorough research process—the components of which vary from client to client—we aggregate our findings into a verbal brand report. This presentation serves as the initial brand foundation document. It includes an overview of project objectives, external and internal qualitative and quantitative findings, a current situation analysis, and key brand elements. This presentation serves as the basis for a client’s revitalized verbal brand and functions as a comprehensive roadmap, driving all subsequent brand work.

The next step in the brand-building process is developing a brand storybook. This document is utilized mostly internally to make sure all employees and stakeholders at a given organization are aligned in a) their perception of the brand and b) the story they tell about the brand.

The brand storybook draws key verbal elements from the brand report, but it also incorporates visual brand standards such as logo system, colors, unacceptable usages, and typography.

A look back at the journey we’ve taken together, this stage allows us to review our performance, address key learnings, and identify opportunities for us to create greater impact and amplify your brand to meet your strategic objectives.