We do a lot of positioning and brand strategy for our clients. We tend to put things into words before we put them in pictures. We ask lots of questions about competitors and core competencies, obstacles and opportunities.
The answers to objective questions (e.g. "Who are your top local and regional competitors? How do you beat them and how do they beat you?") come pretty easily. It's the subjective ones that take a little more work.
Questions like "What adjectives describe your product, your company and your personnel equally well?" are more difficult, require deeper reflection and longer discussion. Done right, however, this line of inquiry bears invaluable data that can provide the basis for a really great design project.
At Element, we've identified seven such adjectives, words that describe our staff, our company and the work we produce. Over the next few posts, I'll tackle each of these adjectives one or two at a time.
Element, it's people and the work it produces is: