Join Lindsay Pedersen for an in-depth discussion in this video Listen, part of Create A Brand Strategy.
- Now that you've laid the groundwork…by preparing for your customer research,…it's time to actually do it.…You're going to first get yourself…into a listening mindset,…then you're going to conduct the interviews themselves.…This step, listening,…is your brand's supercharger, don't skip it.…By listening and listening well,…you can get more precise, more meaningful,…and therefore more powerful as you articulate your brand.…Remember that the purpose of brand positioning…is to make it easy for your customer to buy…and so, the listening step is the way we get…raw data to help us do this.…
At this point, you've already prepared…your interview questions and yet,…in many ways, your mindset…is more important than the questions.…You have to be truly open, genuine,…non-judgemental, and curious.…This can be hard to do and sometimes…it's not a bad idea to bring in an outside party…to do the interviewing for you.…Even if you do that, you still need to cultivate…a genuine curiosity about your customer.…
True curiosity is not attached to outcome,…
In this course, branding expert Lindsay Pedersen explains how to create a compelling brand strategy that gets results for your organization. She demonstrates how to properly frame your strategy and covers brand positioning, discussing how to climb a benefit ladder and determine your position. Plus, she shows how to create a personality for your brand, choose the tone, and create an activation strategy.
- Framing your strategy
- Crafting your brand promise
- Defining your brand character
- Activating your strategy
- Identifying your plan of action