Strategic definition = fit and scope.

Defining where you are now, who you need to reach, what’s working and what’s not will guide the program. Incorporating short- and long-term goals will establish the scope.

Where are you now?

Where does the organization and brand fit in the category? Which audiences must be reached? What are current perceptions and mis-perceptions of the brand? What communications are in place? What’s working? What’s not?

What’s changing?

What are trends in your category? How are audiences changing? What impact are the economy or technology changes having? What local, regional, national or global events could affect the organization? What’s the competition doing? What other external forces could affect the organization and how you do business?

Where do you want to go?

What are the short-term and long-term goals? Are you still “the best kept secret” but don’t want to be? What are growth plans? How is the workforce? Where should the brand be in five years, ten years?

In the strategic definition phase we’ll assess and evaluate the brand as it is now, and discuss what the goals are for the next year, five years or ten years.

  • Market research: Determine where the organization fits in the industry or category. Review trends affecting the goals and strategy.
  • Brand audit/interviews: Assess the current communication channels and tactics. Find out what audiences think or know about the organization, product or service.
  • Long-term review: Describe the goals and objectives for the organization or product.
  • Audience analysis: Define and create profiles for the targeted audiences. How are they reached now? Decide how and where to best connect with both internal and external audiences. Consider generational perspectives, brand history and communication channels.

We’ll review available research, conduct research if needed, implement a brand audit and meet with the leadership team to discuss challenges, issues and possibilities.

A road map for positioning and implementation

This is the formulation phase, the time to establish the foundation from which to build. By establishing the scope of the brand we’ll build a road map for positioning and implementation.

It’s a time for leadership to consider where they are and where they want to be, as an organization and as a brand. Thoughtful observation, internal scrutiny and inquiry will reveal insight to guide the positioning and planning.


Begin the brand optimization process with a leadership planning meeting. We’ll guide the strategic definition process to uncover who you could be, and we’ll map out how to get there.

Let’s talk about your brand, your strategy and positioning. Fill out the request form at the left or give us a call toll-free at 866.363.4433.

Even if you’re not ready to start the brand refresh or rebuild, the strategic definition process can be valuable as you plan for the future.