What's up brand builders! Stephen Houraghan here of BrandMasterAcademy.com and in
this video you're going to learn the difference between
a brand strategy workshop and a brand discovery session
so you can understand the journey that your customer is on
and start selling some strategies.
now if you're new to the channel and you want actionable brand strategy tips and
techniques to grow your business well then hit that subscribe button
and the notification bell and you'll be well on your way now I got a lot of
questions in the brand strategy community facebook
group if you're not a member get yourself
involved it is growing fast and I get a lot of questions in and around the brand
strategy workshop and the brand discovery session and a
lot of people get the two of them confused
so I want to clear up the difference between the two of them so you can take
each of them into your own business and start selling
some strategies now before you go booking discovery sessions and brand
strategy workshops it's important that you have a sales process
in place so it's important that you understand where the traffic
to your website is coming from where the where they come from and what are you
doing to get them there once they're there
how are you getting them on the phone how are you converting that
traffic into leads and once you have a lead once
you get them on the phone what do you say to them
to convert them into a client so it's important that you understand the sales
process that you want to take your customer on
before you decide how you're going to use
the brand discovery session and the brand strategy workshop now the reason
this is important is that different agencies use discovery
sessions in different ways some agencies will go out and they'll
sell a discovery session as a standalone product
while other agencies will give their discovery sessions
away or sell it at a really reduced rate and use that as a sales tactic
and part of the onboarding process so that they can sell those prospects into
higher ticket offers so it's important that you have a grasp on what your sales
process is so you can make sure that you know where
the best fit is for your discovery session are you going
to go out and sell it as a standalone product
or are you going to use that as bait to sell your clients
into your higher ticket offers but regardless of which direction you take
for your business whether you go out and sell it as a standalone product
or whether you use it as bait whether you use it as part of your onboarding
process the objective of the discovery session
remains the same so what is a discovery session well it's
a meeting that you have with the business leaders
to understand their business so you can work out exactly how you can help them
now regardless of whether you sell this as a standalone product
or you use it as part of your onboarding process
the objective remains the same now of course if you're giving it away
for free or you're selling it at a low ticket price then your objective
is also to convert them into your higher ticket offer
but at the core you need to understand their business you need to understand
where they want to go to so you can know exactly how you can help them so that is
the overarching objective of the discovery session you need to
understand what it is that they do as a business where they want to go as a
brand so you can work out how you can help them now you might find out that
they just need a brand identity or they just need a website or they just need
some messaging or a complete strategy or you might find
out that they need absolutely everything from you
but until you take the time to sit down with these business leaders
and ask those questions about their business then you're not going to know
you're not going to understand what it is that they need and you're not
going to be able to make a diagnosis so that is what the
discovery session is all about understanding their business and
diagnosing how you can help so how long does a discovery session
take well it can go for as little as 15 to 30 minutes or it can go from many
hours again it really depends on your sales process
and how you use the discovery session if you're selling it as a standalone
product then it's not going to take you 15 minutes to do that
if on the other hand you're using it as an onboarding process
then you might have a very very brief discovery session and you might use it
to filter out time wasters as well and ask some questions that
really cut to the core of what it is that they want so again it
really depends on your business your sales process and how you use the
discovery session so how does that differ to the brand strategy workshop
well the discovery session is all about gathering that information and all about
understanding what they want to do where they want to go
but the brand strategy workshop on the other hand is part of the brand
development process so this again is another meeting that
you have with the leadership team but this
meeting is a lot more in-depth and within this meeting you're not
gathering that basic information anymore you're not trying to understand
what they want to do what their business is about and where they want to go
you're actually developing the brand and the brand strategy in a collaborative
environment with the leadership team now the brand strategy workshop can go from
half a day to three four five days it really depends on the size of the
business that you're working with and the scope of the project as well but
regardless of how long it takes the objective is still
the same you need to gain clarity on who the
audience is the competitive landscape that exists
who out there is already offering products or services
to this audience so that you can identify gaps and stake a claim in the
market for that brand so essentially the brand
strategy workshop devises a plan for brand expression
which ultimately is the brand strategy now the brand strategy workshop is a
very creative environment there are a lot of exercises going on a lot of
questions being answered and information gathered to
devise a plan for that brand expression and that is the main difference here
with the discovery session the discovery session is not about strategizing it's
not about planning a way forward it's just about gathering information
and understanding about the business and where it wants to go
whereas the brand strategy workshop is about building that brand it's really
about getting that clarity and devising a plan
for that brand expression so how that brand is going to stand out
in the marketplace how it's going to communicate with its audience how it's
going to engage with them resonate with them and really make a
dent in the marketplace with that brand awareness now at the
conclusion of the brand strategy workshop
the brand strategist will go away and work on the deliverables now that could
include a brand strategy document a brand identity system a website even
some brochures it really depends on the agreed deliverables but
once the brand strategy workshop is concluded the brand strategist
then needs to go away and work on those deliverables so that is the difference
between the brand strategy workshop and the brand discovery session
what you need to do now is to work out your sales process
where is your traffic coming from when they go to your website
when they get to your website what are they doing what are they doing to
convert into a lead when you get them as a lead how
are you getting them on the phone what are you saying to them
when they're on the phone are you giving your discovery session away for free or
are you trying to sell it as a standalone product
so when you know what your sales process is it becomes a lot easier to decide how
you're going to use the discovery session and how
you're going to use the brand strategy workshop but remember
there's no one way to do this there's no one sales process there's no
one way to use the discovery session it really depends on you
and your business so if you take the time to understand
the journey that your customer is on then you can devise a plan to bring them
into your world and bring them into that discovery session and then later on
to the brand strategy workshop but I would love to hear from you
about what your experiences are how do you use
the discovery session how do you use the brand strategy workshop do you use the
discovery session as part of your sales process
or do you sell it as a standalone product I'd love to hear
what your experiences are if you have any challenges or questions
please let me know if you like this video please give it a thumbs up hit
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for that list and there are plenty of resources on there if you want to build
brand strategies from scratch as well but I would genuinely love to
hear from you about your experiences your challenges let me know in the
comments below I'll do my best to answer all of those
until next time brand like a master and I will see you in the next video!