Discovering Your Brand’s Core
Effective brand development starts with diagnosis. Before making strategic decisions, you need a clear understanding of how your brand is currently perceived—by both your customers and your team.
My Brand Discovery and Customer Research services uncover the raw insights you need to make informed decisions about your brand’s direction, messaging, and identity.
This phase is about surfacing the truth—what your market thinks, what your team believes, and what’s currently driving (or blocking) brand clarity.
My Brand Discovery services provide invaluable insights through primary research, laying the groundwork for building an effective brand strategy and/or brand assets.
A) Market Discovery
This phase is diagnostic. It reveals how your customers actually perceive your brand—not how you hope they do. It helps you uncover what’s working, what’s unclear, and what’s missing in your brand’s current market presence.
By understanding your brand through the eyes of your customers, you’ll gain crucial insights into:
- Your Perceived Value – Understand what your audience believes you’re best at (and what they don’t notice).
- Your Product/Service – Surface common friction points, frustrations, and unmet expectations.
- Customer Purchase Drivers – Identify the real reasons customers choose you—and the situations in which they don’t.
- Differentiator Clarity – Diagnose whether your audience sees you as different or interchangeable.
- Customer Language – Capture the actual words and phrases your customers use when describing you.
Workflow
We identify your ideal customers for interviews and run structured, recorded Zoom calls to uncover how they perceive your brand.
Because I’m external, I can ask the questions you can’t to uncover honest, actionable insights. Each interview is summarised into clear diagnostic reports, identifying themes, language patterns, and insights to summarise what others perceive.
How It Works
We’ll collaborate to identify the ideal customers to interview, those who best represent your target audience and can provide actionable insights.
I’ll conduct recorded, one-on-one video calls with these customers. These conversations are carefully structured to uncover their experiences with your brand, their needs, their language, and what truly drives their purchase decisions.
Following each interview (or a batch, depending on the package), you’ll receive clear and concise summaries highlighting the key takeaways, direct quotes, and actionable insights taken from the conversations.
These summaries synthesise customer information into an easily digestible format. Across multiple interviews, I’ll identify overarching patterns, common pain points, and consistent language used that will contribute to your brand positioning, competitive knowledge, and understanding of the market.
B) Internal Discovery
Understanding how you and your team see your brand is as important as noting how the market sees you. This part of the diagnostic process captures your internal narrative; what your brand believes, where it came from, and how it’s currently being packaged and delivered.
This isn’t strategy. It’s reflection. And it ensures we’re working with real inputs, not assumptions or generic statements.
This service will uncover the foundational elements of your brand. Deliverables include:
- Brand Heritage – Uncover the key moments that shaped your company’s identity.
- Founder Story – Document the journey behind the brand, often lost over time.
- Working Brand Philosophy – Identify what values and behaviours actually show up in decisions and actions.
- Aspirations & Vision – Capture your long-term intent—even if it’s not yet written down.
- Internal Market Perspectives – Hear how your team sees the market, the category, and the competition.
- Initial Brand Story – A narrative that captures how your brand is currently understood internally.
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Benefits
- Organisational Clarity – Understand the disconnects and alignment across your team’s view of the brand.
- Foundational Awareness – Capture the unspoken stories, beliefs, and motivations that shape your current brand.
- Customer Reality Check – See your brand as customers see it, warts and all.
- Onboarding Tool – Use session recordings and summaries to bring new hires up to speed with how customers currently see your brand.
How I Do It
We’ll conduct recorded video calls (or multiple sessions, depending on the scope and team involvement) dedicated to exploring internal perceptions of your brand. I lead structured conversations, asking insightful questions designed to uncover the brand’s history, the brand’s core values, market insights, and future aspirations of the founder(s)/leader(s) and key team members.
Why Me?
What if I'm not sure about my brand's core values or vision? I wouldn’t even know what to say to you.
Totally normal. Most founders are making strategic decisions instinctively, that’s why I’ve built a framework that turns those instincts into clarity. The session feels like a relaxed conversation, but it’s designed to surface exactly what we need.
Will I be able to see the recordings of the customer interviews?
Yes, all Zoom video calls are recorded, and you will be given these recordings. It’s imperative we record these to reference during development of your brand strategy.
How long does the Market Discovery process typically take?
The timeline for Market Discovery depends on the number of customer interviews I do. During my history in brand consultancy, this usually gets completed between 1 – 3 weeks.
Do you include internal brand perception (e.g. employees, sales teams) in your diagnostics, or is it purely external-facing?
Yes, that is part of the internal discovery process. Both market discovery and internal discovery need to be used to create the most effective brand strategy.
I’m still unsure, is there any way we can test this on a small scale?
Yes. I offer a service where I do two customer interviews so you can see the value for your brand before committing to further interviews and brand development work. Get in touch and we will arrange this.
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