ORIGIN Onboarding Tests

Act 03, What we do Section 02 of 14

Strategy is where every ORIGIN engagement starts, even when the client only asked for a website. Know what we deliver under this practice and how to describe it.

7Things we deliver

3Questions before any design

2Limits to remember

See what we deliver

Part 1

The plan everything is built from

An engagement is our word for a piece of work with a client.

Strategy at ORIGIN is not a long report that sits on a shelf. It is the plan the brand and the technology are built from. It is backed by data, and it looks two ways at once: at the brand from the inside out, and at its leaders' ambition from the outside in.

Under Strategy Powerhouse

What we deliverWhat the client gets

Brand strategy and positioningWho they are, what they stand for, and why they matter to their market

Brand architecture and naming strategyHow a group, its companies and its products relate, and what each is called

Messaging architecture and tone of voiceWhat to say, in what order, and how it should sound

Go to market strategyWhich customers to win first, through which channels, in what sequence

Lead generation and account based marketing strategyHow qualified leads will be found, or how a short list of named accounts will be won

Customer journey mapping and experience designEvery step a customer takes, and where the experience must improve

Corporate communication strategyHow the organisation speaks to the outside world and to its own people

How we use two words here. A qualified lead is one that has been checked and looks like a real fit. An account is a company we want as a client.

A client wants a new brand, and asks to see logo ideas this week. Where do we start?

Design starts once the why is clear.

In practice

A real estate developer asks for "a new brand". Before any design starts, strategy answers three questions with them: who is this for, what should they believe, and what makes it different from the project across the road.

Two words in the line below. The why is the reason behind the work. To execute is to carry the work out.

Remember

Strategy is the plan everything else is built from. If you cannot explain the why, you are not ready to execute.

Part 2

Two limits to remember

Market research

We do not conduct it ourselves. When a project needs it, a research partner runs it and we analyse the findings.

Trademark research or clearance on a name

We do none. That stays with the client's own lawyer or specialist.

Trademark clearance is the legal check that a name is free to use.

Act 01 told you who to ask about a client, or about what was agreed: your Team Lead.

A client loves the name we proposed, and asks you to confirm it is free to register. Which answer is true?

We do no trademark research or clearance on a name.

Remember

A research partner runs market research, and we analyse the findings. Clearing a name stays with the client's lawyer or specialist.

Your part

Before you move on

Three questions before you move on. Type your answer, send it, then check it.

Your answers stay on this device.

1What is strategy at ORIGIN?

The answerThe plan the brand and the technology are built from. Not a long report that sits on a shelf.

2Which three questions does strategy answer before any design starts?

The answerWho is this for, what should they believe, and what makes it different.

3What are the two limits?

The answerWe do not conduct market research ourselves, and we do no trademark research or clearance on a name.

Answer all three and this section is yours.

The why comes first.

Next: Brand Experience.

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