BE Session

A BE session stands for a Brand Establishment session. A facilitated strategic session, it is designed to take people out of their comfort zones and put them in a place where they, and their products, become emotionally relevant to people’s lives.

It’s a thinking session. And we believe this thinking needs to be collaborative.

Together, we explore the emotional drivers that determine why customers often fail to respond to rational arguments. Ideally, all major stakeholders are present for this session, as this is where the fundamental strategic thinking is done – the outcomes of which lead directly into a brief and a filter to ensure that you are entirely ‘on brand’ in everything that you do.

During the session we define an internal positioning statement and strategic focus for our project.

We call this a Unique Being Proposition or UBP – what we believe your company can BE for them.

The stages of Brand Establishment;

1. We begin by ensuring everyone understands the new age consumer and the real drivers that help people connect with brands.

2. With the world on the table, we define and explore your ‘category’. In other words, what is the subject that means your business could come to mind for customers?

This discussion is crucial and often reveals a fundamental difference between key stakeholders. With the category defined we then debate and explore the key emotive drivers of customers in that category – their fears, frustrations and desires.

3. In this crucial third stage we develop the UBP – the Unique Being Proposition. This proposition is the essence of what you must be for the customers you’ve just explored.

4. Finally, we look at the evidence to support the newly found UBP and the crucial aspects of the business that must change based on that UBP.

Interested in learning more? Get in touch.