Cascadia Brand Compass™

The Cascadia Brand Compass involves in-depth interviews with stakeholders that are appropriate to the client: internal management and line staff, customers, reseller partners, prospects, media, key influencers, etc., all of whom have experience with your brand. Interviews are conducted both in person and via telephone as appropriate. Over the course of these conversations and subsequent analysis we uncover timeless truths and the core (or DNA) of your brand.

By articulating each point on the brand compass, a company effectively finds its unique true north and before every key business decision is made, the organization can ask itself, “is what we’re about to do in alignment with our brand story?”

The Cascadia Brand Compass includes the following key points that collectively help our clients to uncover, understand and communicate their unique brand story. The findings are presented to you in a Word document, and verbally in a presentation.

  • Mission
    • A statement of the purpose of an organization to guide the actions of the organization, spells out its overall goal(s), provide a sense of direction, and guide its decision-making.
  • Vision
    • A picture of an organization in the future that expresses its dreams and hopes, and serves as a reminder of what it is trying to build. While it doesn’t define specifically how it will get there, it provides inspiration and a framework to set the direction for the organization’s strategic planning.
  • Core themes
    • The broad ideas, characteristics, or messages that serve to define the timeless and universal essence and truth of a company’s brand; the themes are often deeply emotional, mythic and archetypal in nature.
  • Meta-theme
    • A summation (or ‘umbrella’) of what the core themes are all about; it provides a world view and collective perspective and ideally offers a ‘timeless truth’ about a brand.
  • Only-ness positioning statement
    • A statement that defines what makes an organization uniquely and meaningfully different from all others; its format parallels the journalistic model of storytelling and provides a framework for messaging and marketing communications.
  • Brand proposition
    • A benefit statement that defines the core value you offer your customers and answers the question ‘why should I buy from you?’
  • Brand promise
    • A company’s commitment that it will deliver and/or embody the stated promise with every interaction.
  • Elevator pitch
    • A brief and concise overview of a product, service, person, group or organization, or project which can be delivered in thirty seconds to one minute. Different versions are written for each key audience (e.g., consumers, travel agents, etc.)
  • Brand personality attributes
    • The primary characteristics and personality an organization wants to convey to its customers; expressed as a personal qualities and character traits.
  • Brand story narrative
    • A 1-2 page narrative that portrays the heart and soul of a brand and emotionally connects your brand with the consumer. The narrative is written from the perspective of your customer.
  • Tone & voice guidelines
    • Recommendations that should be integrated into a creative brief to guide and inform future marketing communications, advertising, etc.
  • Implications & Recommendations based on Brand Compass findings
    • Brand image
    • Marketing & sales
    • Media & communications
    • Operations
    • Customer/guest services
    • Product enhancement
    • New product development

Optional: Brand communications tool kit
For clients who want to have a complete ‘360°’ solution, Cascadia Marketing will develop and deliver a complete communications tool kit to educate and inspire line staff who interact with your customers...and who are the embodiment of your brand.  Each tool kit is specific to your specific desires and requirements. A few of the tools include:

  •  An ‘A to Z’ mapping of all consumer touch points from initial contact to purchase to post-purchase follow up in order to identify specific gaps, redundancies and areas for improvement in operations, customer service, product, marketing communications, etc.
  • Identification and/or refinement of ‘signature’ brand icons and how to best implement and utilize them to support your overarching brand story.
  • Creation of an internal e-based communication series to reinforce and dramatize the importance of making every customer interaction (brand moment of truth) count; content for this series is designed to be short and engaging (using video as appropriate) to provide testimonials, celebrate successes, etc.
  • Similar to above, creation of ongoing content that takes one ‘point’ of the Cascadia Brand Compass and brings it to life through examples of brand delivery that are ‘on point’ and ‘off point’.
  • Mystery shopper audits to provide crucial objective feedback.
  • A password protected intranet to all appropriate brand content.
  • E-mail ‘postcard’ series that does a deeper dive into one ‘point’ of the Brand Compass and provides examples of that point that are ‘on story’ and ‘off story’.