[Agency Name] × [Client Name]
Brand
Discovery_
Understanding who you are, who you serve, and where you can win.
[Month Year]
Prepared for [Stakeholder names]
Why discovery
What discovery gives your brand
A clear direction
One shared definition of who you are, so every later decision has something to point back to.
Know the competition
See where competitors cluster and where there is room for you to stand apart.
Evidence over opinion
Decisions rest on research and customer voices, not on whoever argues loudest.
Consistency
A brand that looks, sounds and behaves the same at every touchpoint.
Team alignment
Leadership, sales and marketing agree on the story before anyone designs it.
Less rework
Problems caught in conversation cost far less than problems caught after launch.
[Client Name] — Brand Discovery
02
Our approach
Three phases, one foundation
01
Discover
Listen to your team, your customers and the market.
- Kickoff workshop
- Stakeholder interviews
- Brand and competitor audit
Weeks [1–2]
02
Define
Turn what we learn into insight and a clear position.
- Personas and journey
- Positioning map
- Brand platform draft
Weeks [3–4]
03
Direct
Set the creative direction the identity work will follow.
- Personality and voice
- Visual directions
- Creative brief sign-off
Weeks [5–6]
[Client Name] — Brand Discovery
03
Working together
What we need from you
Access
- Existing brand assets and guidelines
- Sales decks, proposals and marketing
- Website analytics and CRM reports
- Any past customer research or surveys
Time
- A pre-discovery questionnaire
- A half-day kickoff workshop
- 45-minute interviews with [4–6] leaders
- Introductions to [5–8] customers
- One decision-maker for sign-offs
[Client Name] — Brand Discovery
04
The business — Workshop
Six things we will explore together
01
Business background
Why did you start, and what has changed since?
02
Competition
Who do customers compare you to, and who do you lose to?
03
Market conditions
What is shifting in your industry over the next three years?
04
Target customer
Who is your best customer, and who do you want more of?
05
Sales process
How do you win work today, and where do deals stall?
06
Buying process
How do customers research, decide and justify buying?
[Client Name] — Brand Discovery
05
The business — Snapshot
Your business on one page
What you do
[One sentence a customer would use]
Who you serve
[Primary customer segments]
How you earn
[Main revenue drivers]
Where you're going
[The 3-year goal]
What's in the way
[The biggest obstacle]
Why now
[What triggered this project]
[Client Name] — Brand Discovery
06
The business — Goals
One goal everyone agrees on
North star
[In 12 months, this project succeeded because…]
One goal, measurable, agreed by everyone in the room.
What failure looks like
- [The way this project could go wrong]
- [What we would regret not doing]
How might we…
- …[turn obstacle one into an opportunity]?
- …[turn obstacle two into an opportunity]?
[Client Name] — Brand Discovery
07
The business — Roadmap
Where the brand needs to take you
Today
[Where the business stands now]
1 year
[What has changed in a year]
5 years
[Markets, offer, size, reputation]
10 years
[The legacy you want to leave]
The big goal
[A bold, long-term goal that is a little uncomfortable to say out loud]
[Client Name] — Brand Discovery
08
The business — Interviews
The questions we will ask
Your leadership team
- Describe the company in one sentence.
- What should you be known for in five years?
- Why do customers choose you, and why leave?
- What would this brand never do?
- If this project fails, what went wrong?
Your customers
- How would you describe us to a friend?
- What were you trying to solve when you found us?
- What else did you consider?
- What almost stopped you from buying?
- What would you miss if we disappeared?
[Client Name] — Brand Discovery
09
The business — Brand audit
How the brand shows up today
| Touchpoint | Looks on-brand | Sounds on-brand | What we noticed |
|---|---|---|---|
| Website | [__ / 5] | [__ / 5] | [Observation] |
| Social channels | [__ / 5] | [__ / 5] | [Observation] |
| Sales materials | [__ / 5] | [__ / 5] | [Observation] |
| Product or packaging | [__ / 5] | [__ / 5] | [Observation] |
| Customer support | [__ / 5] | [__ / 5] | [Observation] |
| Physical spaces | [__ / 5] | [__ / 5] | [Observation] |
[Client Name] — Brand Discovery
10
The market — Competitors
Who else your customers consider
| Brand | Their promise | Strengths | Gaps | Voice |
|---|---|---|---|---|
| [Competitor A] | [What they claim] | [Strength] | [Gap] | [3 words] |
| [Competitor B] | [What they claim] | [Strength] | [Gap] | [3 words] |
| [Competitor C] | [What they claim] | [Strength] | [Gap] | [3 words] |
| [Alternative] | [e.g. doing it in-house] | [Strength] | [Gap] | [3 words] |
| [Client] | [What you claim today] | [Strength] | [Gap] | [3 words] |
[Client Name] — Brand Discovery
11
The market — Positioning map
Where there is room to win
[Premium]
[Accessible]
[Specialist]
[Generalist]
[Competitor A]
[Competitor B]
[Competitor C]
[Client] today
[Client] target
White space
Which corner does no one own yet?
Crowding
Where do competitors blur together?
Credibility
Can you believably own the target spot?
[Client Name] — Brand Discovery
12
The market — Conditions
What works for you, and against you
S
Strengths · inside
- [What you do better than anyone]
- [An asset others can't copy]
W
Weaknesses · inside
- [Where customers say you fall short]
- [A gap in capability or perception]
O
Opportunities · outside
- [A shift in customer behavior]
- [An underserved segment]
T
Threats · outside
- [A new or growing competitor]
- [A market or regulatory change]
[Client Name] — Brand Discovery
13
The audience — Audience map
Everyone you serve, then three
Everyone
Customers
Prospects
Lost customers
Employees
Future hires
Partners
Investors
Community
[Other]
1
[Primary audience]
[Their problem] → [What they need from us]
2
[Secondary audience]
[Their problem] → [What they need from us]
3
[Third audience]
[Their problem] → [What they need from us]
[Client Name] — Brand Discovery
14
The audience — Persona
Meet your best customer
[Photo]
[Persona name]
[Role] · [Age range] · [Location]
“[A real quote from a customer interview]”
Goals
[What they are trying to achieve]
Frustrations
[What gets in their way today]
Where they look
[Channels, communities, people they trust]
Why they buy
[The deciding factor, in their words]
[Client Name] — Brand Discovery
15
The audience — Empathy map
A day in your customer's shoes
Says
[Quotes we heard in interviews]
Thinks
[Worries and hopes they may not say]
Does
[Daily routines and behaviors]
Feels
[Emotions around the problem]
[Persona]
Pains
[Fears, frustrations, obstacles]
Gains
[Wants, needs, measures of success]
[Client Name] — Brand Discovery
16
The audience — Discovery channels
How customers find you today
| Channel | Share | Lead quality | The brand's job here |
|---|---|---|---|
| Search engines | [__%] | [H / M / L] | Be findable for the problems you solve |
| Social media | [__%] | [H / M / L] | Show personality and proof |
| Word of mouth | [__%] | [H / M / L] | Give fans words worth repeating |
| Reviews and ratings | [__%] | [H / M / L] | Earn trust from strangers |
| Online ads | [__%] | [H / M / L] | Reach new people with one clear message |
| Offline and events | [__%] | [H / M / L] | Make a memorable first impression |
Source: [analytics, CRM or customer survey] — [Client Name]
17
The audience — Customer journey
The brand's job at every stage
Awareness
Discovery
Consider
Purchase
Retention
Advocacy
| Stage | The customer asks | The brand's job | Touchpoints |
|---|---|---|---|
| 1 Awareness | "Who are you?" | Get noticed by the right people | [Touchpoints] |
| 2 Discovery | "What do you do?" | Explain clearly, fast | [Touchpoints] |
| 3 Consideration | "Why you?" | Prove the difference | [Touchpoints] |
| 4 Purchase | "Is this safe?" | Remove friction and doubt | [Touchpoints] |
| 5 Retention | "Was it worth it?" | Deliver on the promise | [Touchpoints] |
| 6 Advocacy | "Who should I tell?" | Make it easy to recommend | [Touchpoints] |
[Client Name] — Brand Discovery
18
The brand — Platform
Why you exist, and what you stand for
WHAT
HOW
WHY
Why
[The belief behind the business]
How
[What makes your approach different]
What
[The products and services you offer]
Top 3 values
[Value]
[Value]
[Value]
Top 3 attributes
[Trait]
[Trait]
[Trait]
[Client Name] — Brand Discovery
19
The brand — Personality
Where the brand sits on each scale
Friendly
Corporate
Spontaneous
Careful
Classic
Modern
Established
Cutting-edge
Minimal
Expressive
Serious
Fun
Exclusive
Accessible
[Client Name] — Brand Discovery
20
The brand — Words and feelings
Five words you are, five you're not
Word bank — circle what fits, cross out what doesn't
Approachable
Bold
Calm
Confident
Creative
Curious
Dependable
Direct
Elegant
Energetic
Expert
Friendly
Honest
Innovative
Inspiring
Playful
Practical
Premium
Rebellious
Refined
Reliable
Simple
Smart
Thoughtful
Trustworthy
Warm
Witty
Youthful
We are
[Word] · [Word] · [Word] · [Word] · [Word]
We are not
[Word] · [Word] · [Word] · [Word] · [Word]
People should feel
[The emotion and reputation we want]
[Client Name] — Brand Discovery
21
The brand — Archetype
Which character is your brand?
Innocent
Seeks simplicity
Sage
Seeks truth
Explorer
Seeks freedom
Outlaw
Seeks change
Magician
Seeks transformation
Hero
Seeks mastery
Lover
Seeks connection
Jester
Seeks joy
Everyperson
Seeks belonging
Caregiver
Seeks to protect
Ruler
Seeks control
Creator
Seeks to make
Primary: [Archetype]
Secondary: [Archetype]
[Client Name] — Brand Discovery
22
The brand — What sets you apart
Your unique selling proposition
What do you offer that others don't?
[Distinctive features or benefits]
Why do customers pick you?
[The reason, in their words]
What problem do you solve best?
[The problem and how you solve it]
What is your story?
[The origin moment worth retelling]
Our USP
[The one thing only you can say, in one sentence]
[Client Name] — Brand Discovery
23
The brand — Positioning statement
For [target audience] who [need or problem], [Brand] is the [category] that [key benefit], because [reason to believe].
[Client Name] — Brand Discovery
24
The brand — Messaging
From one line to everything you say
Tagline
[Three to six memorable words]
Value proposition
[What you do, for whom, and why it matters, in one sentence]
Pillar 1
[Key message]
Proof: [fact, story or number]
Pillar 2
[Key message]
Proof: [fact, story or number]
Pillar 3
[Key message]
Proof: [fact, story or number]
[Client Name] — Brand Discovery
25
Logo and visual — Affinities
Brands you admire, and why
[Logo or screenshot]
[Brand]
Admire: [what works]
Borrow: [what to learn from]
[Logo or screenshot]
[Brand]
Admire: [what works]
Borrow: [what to learn from]
[Logo or screenshot]
[Brand]
Admire: [what works]
Borrow: [what to learn from]
Never mistake us for
[Brand] · [Brand] · [Brand]
[Client Name] — Brand Discovery
26
Logo and visual — Color
Which palette feels like you?
Warm and energetic — optimistic, social
Cool and calm — trusted, clear
Earthy and natural — grounded, honest
Bold and electric — loud, disruptive
Soft and friendly — gentle, caring
Monochrome — refined, confident
Colors you love: [__]
Colors to avoid: [__]
[Client Name] — Brand Discovery
27
Logo and visual — Typography
How should your name look?
Aa
[Brand Name]
Serif
Trusted, established
Aa
[Brand Name]
Sans serif
Clean, modern
Aa
[Brand Name]
Script
Personal, crafted
Aa
[Brand Name]
Monospace
Technical, precise
Aa
[Brand Name]
Display
Playful, distinctive
[Client Name] — Brand Discovery
28
Logo and visual — Logo format
Four ways a logo can work
[brand]
Word mark
The name itself in distinctive type. Font, spacing and color do the work.
Pictorial mark
A recognizable image or symbol that stands for the brand.
Abstract mark
A geometric form that captures an idea rather than an object.
[BRAND]
EST. 20__
Emblem
The name inside a badge or crest. Feels traditional and authoritative.
[Client Name] — Brand Discovery
29
Logo and visual — Logo style
Three styles to react to
Contemporary
Fresh color, geometric shapes and clean type. Feels modern and innovative.
[Brand]
EST. 20__
Classic
Elegant type and refined symbols. Feels timeless and sophisticated.
Detailed and illustrated
Hand-drawn character and literal imagery. Tells a story; feels crafted.
[Client Name] — Brand Discovery
30
Logo and visual — Directions
Three directions to choose from
A — [Name]
[Keyword] · [Keyword] · [Keyword]
B — [Name]
[Keyword] · [Keyword] · [Keyword]
C — [Name]
[Keyword] · [Keyword] · [Keyword]
Drop moodboard images into the tiles: photography, texture, type and color references for each direction.
[Client Name] — Brand Discovery
31
Next steps — Measuring success
How we will know it worked
Awareness
Searches for your name, aided recall
Now [__] → Goal [__]
Perception
Words customers use to describe you
Now [__] → Goal [__]
Engagement
Site conversion and inquiry rate
Now [__] → Goal [__]
Loyalty
Net Promoter Score, repeat and referral rate
Now [__] → Goal [__]
[Client Name] — Brand Discovery
32
Next steps — Deliverables
What you will walk away with
Discovery report
Findings from workshop, interviews and audit
Audience profiles
Personas, empathy maps and journey
Market view
Competitor audit and positioning map
Brand platform
Why, values, attributes, USP and positioning
Voice and messaging
Personality, archetype and message pillars
Creative brief
Logo and visual direction for the design phase
[Client Name] — Brand Discovery
33
Next steps — Timeline
From kickoff to creative brief
01
Questionnaire
[Date]
02
Workshop
[Date]
03
Research
[Dates]
04
Playback
[Date]
05
Brief sign-off
[Date]
This week
- Confirm scope, schedule and the sign-off owner
- Complete the pre-discovery questionnaire
- Share brand assets and analytics access
[Client Name] — Brand Discovery
34
[Agency Name] × [Client Name]
Questions_
Thank you. Let's find what makes [Client Name] matter.
[Your name] · [email] · [phone]
Let's work together