Phase 1: Discovery & Audit
In the first phase, we conducted industry and competitive research while evaluating the client's business goals and existing brand. Our primary research included internal and external stakeholder interviews, and a leadership workshop focus group. Our secondary research was comprised of a brand audit and competitive analysis. At the end of this phase, we summarized our findings and chose a brand direction that highlights Sago's key strengths of having an established expert identity, adaptive approach and key benefit of confident decisions.
Phase 2: Brand Strategy
We began the second phase by refining the brand's positioning statement, reasons to believe, mission and vision, and brand purpose.
Positioning statement: Sago is the trusted research partner, powering insights through adaptive solutions that enable confident decisions.
Reasons to believe: trusted expertise, adaptive solutions, legacy of impact
Brand promise: Powering insights to the world's business questions.
Mission: To empower confident decision-making by connecting human answers to business questions.
Vision: To be the transformative leader in cultivating partnerships that connect answers to questions, powered by people, passion, and purpose.
Brand purpose: We help change the world by giving people a voice.
We completed the brand strategy phase with the creation of messaging frameworks. First, we developed Sago's three brand pillars and value proposition. Second, we wrote Sago's boilerplate. Finally, we wrote three key messages for each brand pillar with proof points to back up each message. Messaging frameworks guide all marketing communication for a brand and are used as messages that can be repurposed for web, social or any other medium.
Brand Pillars
Value Proposition
Boilerplate
