In a previous post we outlined our Fuzion Process, which is a framework that we use with clients for their planning.
We use this “Story” framework for all of our clients and we find that it brings a very sharp focus to all marketing activity, to ensure the very best outcomes.
Our process follows some simple steps:
1. Understand your story
2. Capture your story
3. Make sure your story is found
4. Tell your story
5. Engage with your story online
6. Protect your story
Understanding Your Story
In this blog post we will deal with the very first step, which is ‘Understanding Your Story‘.
It is our job as marketers to help our clients tell the story of their business, organisation, products and services effectively so that when people talk about these things they say exactly what we want them to say.
Before we create any plans, it is a crucial first step to understand exactly what the business is all about, what makes it special, where it is going and what it needs to do to get there.
To assist this step, we often conduct a Brand Workshop with clients, which is a very simple way of capturing all of this and defining their “story” or brand.
We also find that this powerful process helps to motivate the team, reminding them about what makes them special, providing them with clarity and defining exactly what needs to be communicated as part of the marketing process.
During this process we work together with the team to probe what it is that they do, how they go about this work and what the driving force or essence of the organisation is.
We look at the values, the core characteristics, the vision for the business and the mission that the team is on together to achieve this vision.
We even do some visualisation work to help the team crystallise what it is about them, that makes them special and different from competitors.
This work paints a clear picture of the brand or “the story” of the business, which must then be captured and told.
One of the outputs of this process is a Brand Brief, which we would give to our graphic/creative team to help them deliver this story visually for the client.
To find out more about our Brand ‘Promise’ Workshop click here
If we can be of help in any way you know where we are!
