1. The first exercise is called '20 Years Roadmap' , which
explores how a company sees and positions
itself in 20 years or beyond. It's a 15 minutes activity. For a new product or new organisation, it's a way to cast a long shadow,
see yourself in perspective. As you need to think about how your organisation is going to evolve in the long-term, such exercise is about retaining the vitality and relevance of your company over time.
2. Once you envision something sustainable that will last for 10 or 15 years, and maybe beyond 2050 too, you'll need to map your way there. Inspired by Simon Sinek
the next exercise is 'What How Why' or 'Brand's Golden Circle'
. It will help you to specify needs, goals, principles, behaviors and the ultimate transformative mission.
We need to be very clear about what we want people to know about our product offering and company as a whole. There's no such thing as second impression. What people will think about us, feel about us, and experience when they interact with our product and service, must be thoughtfully designed in order to build favourable long-term memory structures
and win a place in peoples' hearts and pocket. This exercise helps to come up with an initial aligned long-term understanding of the company's values and the main reason to exist
3. Another exercise is about user experience and human centric understanding of audiences.
Time to meet the real world, and learn about our customers. During this exercise, you'll think about 'Top 3 Audiences'
and what core and extra offering you can propose to those target groups. After narrowing ideas down, and discussing them aloud, a decision-making person must make a final call and put it on the whiteboard.
4. Once you discussed your company, product offering and identified potential customers, your next step is to define 'Category Conventions'.
Think about all the rules and conventions companies follow
just because everyone in your category does. Rethink each one of them and do it your way by finding new angle, your unique territory and idea to activate it by communicating to users, and starting to own that place in their mind
. There are multiple category conventions you can see on the market — performance, functional product features, efficacy, heritage and so on.
5. Steve Jobs once said that 'marketing is about values'
. Thus, another exercise you should try is 'Personality Sliders'.
It's a simple and engaging exercise to prepare and do with your team, and it's absolutely OK if you have some extremes here. When you arrive to different extremes during the exercise, you will see clearly what do you need to accomplish in terms of customer support and brand communication, what's the ultimate experience, overall tone, look and feel
of the way you deal with users.
6. The last exercise will focus on 'Competitive Landscape'
and will help you to map out competitors
. All team members should use sticky notes
and put competitors they think you have on the whiteboard. Later on, you explore your competitive advantage.
All above-described exercises might help to establish a brand strategy for your company and align stakeholders' perspective regarding new products development.