Brand Discovery Lab

Do you want to harness the power of small city destination branding through an accelerated process?

The solution may be our Brand Discovery Lab.

During an intensive 4- to 6-week period the Brand Discovery Lab delivers the basics for creating a competitive and compelling brand for small cities.

This high value, accelerated program is custom-designed for small cities wanting to harness the power of branding, but may not have sufficient time or budget for a comprehensive 7A Destination Branding Blueprint.


After conducting initial community research, our team will spend a week with your community visiting key locations, meeting leaders, and conducting interviews and discussion groups. During this week, we will convene two fast-paced, highly interactive Brand Discovery workshops for your leadership group. Together we will analyze research findings, brainstorm solutions and pinpoint the most important elements to reveal your most competitive brand.

At the end of the week, we will produce a Brand Discovery Guidebook to summarize the brand, Brand Platform, messages and the priority actions needed to successfully activate and deploy the brand.

Among the typical inclusions are:

  • Desk Research: We review past relevant research, surveys and reports.

  • Community Survey: We capture the unfiltered attitudes, perceptions and opinions of residents, business, non-profit partners and stakeholders. 

  • Presentation: We conduct a presentation that is open to all stakeholders on “The Essentials for Small City Branding Success”.

  • Workshops: We lead sessions to reveal competitive strengths, brand benefits, brand personality, competitive edge and positioning options.

  • Positioning: Together, we decide the most compelling positioning options to guide the brand.

  • Brand Discovery Guidebook: At the end of the week, we will provide a concise Brand Discovery Guidebook to summarize the brand rationale, Brand Platform, suggested brand messages and the priority actions needed to successfully activate and deploy the brand.

Start With a Free Consultation

If you would like to know more about a Brand Discovery Week, please contact us for a free consultation.


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