TK's OUTHINK™ Process - Find your why2 November 2018
The shift in the dynamic between customers and companies has changed in an extreme way over the past few years. Consumers are savvier than ever. And so, building brand advocacy takes a new approach. The goal is to sell a lifestyle and emotion, not just products – it’s about making a meaningful connection.
Agency TK’s OUTHINK™ process builds this brand advocacy; by definition the process focuses on out-thinking competitors, rather than out-spending them. It’s about de-risking marketing investments and getting to the core of why a business exists. What makes them unique and harnessing these qualities to create a brand that reflects the nature of a business, all the while making $1 feel like $10.
Start by thinking from the inside out. Putting insight before assumption helps us to identify the truths that make a difference; taking a step back and being able to see the core values, results in consumers and employees having the same beliefs.
To do this we need to consider the client’s business from different angles, live and breathe their world and uncover brand-defining insights.
1. Understanding your goals and challenges
Firstly we’ll sit down with key stakeholders to understand what the short-term and long-term goals are for each company, and the critical challenges they face, because looking at your organization from a broader perspective helps to distill greater confidence with what lies ahead.
2. Understanding your business
Having a clear understanding of who you are, what you do and how your business operates in its industry is crucial to TK’s OUTHINK™ research and discussion. These are the important ingredients, to define your USP to create a brand position to take (or shake) the market.
“Most clients need to unlock their purpose and their why! They’re great at ‘the what’ and ‘the how’ but without that killer ‘why’ to connect the brand emotionally with its audience, they’re set up to fail.”- Nicole Levings, US Director
3. Understanding your audience
We identify key voices within your organization and key profiles within your audience. Our method gets right down to the details of the ideal consumers’ traits, because consumers resonate with a brand that knows who it’s targeting and what it stands for, not for the product it’s selling. Be as specific as possible. Our method gets right down to the key details of the ideal consumers traits. We develop in-depth profiles based on the model consumer, from age range, job role, interests, to future aspirations. We delve into the minds of the target audience creating strategies that highlight their trends and habits. The consumer will resonate with a brand, which knows who it’s targeting and what it stands for, not for the product it’s selling.
4. Understanding the competition
This is a key part of our OUTHINK™ process, knowing who your competitors are and what they are offering can help you to make your products, services and advertising stand out. This can allow you to take different steps in order to differentiate your business and create a campaign that makes you unique.
“Being able to create something that directly affects someone’s life in a positive way has to be one of the most rewarding accomplishments that our OUTHINK™ process has produced. Knowing that our work will have a life changing impact is something that both motivates us while also keeping us grounded and focused.”- Nik Entwistle, Founder & CEO
The ultimate challenge is finding the power in simplicity. Uncovering your why, leads us to devise a brand that is own-able, targeted, emotive, appealing and differentiating. Why? Because it is built from the inside out and anchored in truths.
Let Agency TK’s OUTHINK™ process identify your ideal brand position based on your “why.”
Get in touch today.