A ski resort brand celebrating its 50th anniversary wanted to go one level deeper to define their brand, clarify who they are, what they stand for and where they are going. It's not always easy to cope with uncertainty and ambiguity, especially after decades in business, but they were ready to build their brand from the inside out and develop, for the first time, a solid strategy that will act a roadmap and help propel the business for the years to come. They were conscious that this process would be important to undergo prior to revamping their visual brand identity and website as well as improving their online marketing communications which would of course need to be congruent and aligned with the brand strategy.
Brand Diagnostic : Consumer Insights: Through a brand diagnostic, we were able to uncover a gap between brand identity (how we perceive our brand) and brand image (how others perceive it) with regards to the unique differentiator. In other words, through conducting interviews and surveys with the internal team as well as with a sample of customers, we found that: although previously believed that the proximity and geographical location of the ski mountain was the main differentiator, our research reveals the following insight: there is a shared sense of belonging to the mountain and to the community, a feeling of being "home" with family. The more we know how people interacting with our brand perceive us, the better we can align our activities with our insights.
Defining the brand: Through a series of in-depth strategy sessions with the directors of the mountain and other key members, we were able to refine the key elements of the brand. This helped define the brand’s purpose, personality, mission and vision as well as its emotional benefits, all of which unveiled the essence of the brand.
Crafting a brand strategy: A deeper understanding of their customer's perception as well as a solid definition of who they are and where they want to go has inspired the direction for their communication strategy and visual branding. We offered recommendations in terms of experience and marketing that are congruent with the brand with a focus on bringing out what makes them stand out. The ultimate is to not only resonate with their customers, but also nurture this community that is continuing to grow for the past 50 years.