The most powerful brands are unearthed, not invented. In this second installment of our Unmasking Your Brand series, we’re pulling out the excavator and diving deep into the research and discovery phase. Think of it as a treasure hunt – you’re digging for the golden nuggets of your brand’s authentic story.

Your Excavation Toolkit: Research Methods That Work

The key to an authentic brand story is uncovering the beautiful gems that exist within your organization. Here are proven methods for gaining an understanding of your brand’s roots, its journey, and its core values. 

Internal Documentation Review

Start by gathering and reviewing existing materials that tell pieces of your story:

• Company mission statements and vision documents (the blueprints of your ambition)
• Marketing materials from different eras of your business (a glimpse into your past voice)
• Internal communications and employee handbooks (the stories you tell yourself)
• Previous brand guidelines and positioning statements (how you’ve presented yourself before)

These documents often contain valuable insights into how your brand has evolved and what has remained constant over time.

Storytelling Sessions

Organize informal storytelling sessions where long-time employees can share their experiences and memories. These unstructured conversations often reveal compelling anecdotes and themes that might not emerge in more formal settings. 

Pro Tip: Record these sessions! You’ll uncover gems you might miss in the moment.

Essential Questions for Brand Discovery

To uncover your authentic brand story, you need to ask the right questions. Here are key areas to explore with your team:

1. The Origin Story: Where Did it All Begin? 

• What problem or opportunity inspired the founding of our company?
• What were the early days like? What challenges did we overcome?
• What principles guided our initial decisions?

2. Evolution and Growth: The Journey Matters

• How has our purpose evolved since our founding?
• What pivotal moments shaped who we are today?
• What failures taught us the most valuable lessons?

3. Current Identity: Who Are We Now?

• What makes us unique in our industry?
• What values do we consistently demonstrate?
• What stories do our customers tell about us?

The Art of Stakeholder Interviews

Stakeholder interviews provide crucial perspectives on your brand story. Here’s how to conduct them effectively:

Preparation

Before each interview, create a comfortable environment for honest dialogue. Choose a quiet space, allow plenty of time, and prepare your questions in advance while remaining open to organic conversation.

Interview Structure

Start with broad, open-ended questions before diving into specifics:

• Begin with their personal connection to the brand
• Move to their observations about the brand’s impact
• Explore their vision for the future
• Close with their favorite brand story or memory

Key Stakeholders to Include

• Founders and early employees
• Current leadership team
• Long-term customers
• Industry partners
• Front-line employees
• Community members impacted by your brand

Unearthing Your Brand: Making Sense of Your Research

As you gather this information, patterns and themes will emerge. Look for:

• Recurring values in decision-making
• Consistent approaches to challenges
• Common phrases and language
• Emotional themes in stories
• Points of pride across different eras

Once you’ve gathered all of this material, you’ll need to analyze and synthesize it into a coherent narrative. The goal isn’t to create a perfect story, but to uncover the authentic one that already exists within your organization. Your brand story should feel both familiar and inspiring to those who know your company best.

Ready to Start Digging? 

Embrace the journey of discovery, and you’ll uncover the treasure trove of your brand’s authentic story. Remember, the research phase is not about racing to conclusions – it’s about creating space for discovery. Take your time, remain curious, and stay open to surprising insights. The most authentic brand stories often emerge from unexpected places.

In our next post, we’ll explore how to identify your brand’s character by defining personality traits, creating brand voice guidelines, and establishing your brand’s unique perspective. 

Want to peel back the layers and share your real story? Grab Unmasking Your Brand: The Workbook for all the tools you need to craft and share your authentic story.