2027 BrandPlanning
01
FrameworkSept. 21
The steps we'll take to evolve Parallel Path's positioning, offerings, and brand for 2027 and beyond.
01
FrameworkSept. 21
The steps we'll take to evolve Parallel Path's positioning, offerings, and brand for 2027 and beyond.
01
Landscape. Who we compete with and how clients compare us.
02
Audience. The companies we want to work with and their key marketing leads.
03
Outlook. What Parallel Path believes and how we talk about it.
04
Offerings. What we sell and how our services connect.
05
Growth. How we market ourselves and win new business.
06
Branding. How our look and feel connects to our strategy.
02
QuestionsOct. 5
Answer these questions to get us started.
02
QuestionsOct. 5
Answer these questions to get us started.
03
ApproachOct. 12
An overview of our first steps in this process.
03
ApproachOct. 12
An overview of our first steps in this process.
Agenda
01
Review this schedule
02
Decide who to involve in each step
03
Discuss a 2027 survey to share with the agency
After
01
Asset collection
02
Create the team survey
03
Answer the framework questions
04
LandscapeOct. 28
A look at other players in our category and beyond.
04
LandscapeOct. 28
A look at other players in our category and beyond.
Before
01
Landscape research
02
Top 5 competitors
Agenda
01
Rivals, substitutes, benchmarks
02
Identify open space for differentiation
After
01
Draft 3 positioning statements
02
2026 win/loss rate
03
Rank all current services on margin and demand
05
AudienceNov. 4
The types of people we want to engage with first.
05
AudienceNov. 4
The types of people we want to engage with first.
Before
01
LinkedIn profiles for 2026 leads
02
Top 5 aspirational clients
Agenda
01
Best current clients
02
Least desirable clients
03
Aspirational clients
04
Deep dive: MedVet, Mattress Warehouse, First Watch
After
01
Top 5 aspirational clients
06
OutlookNov. 11
Defining our unique perspective and ways of thinking.
06
OutlookNov. 11
Defining our unique perspective and ways of thinking.
Before
01
Agency belief statements
Agenda
01
Review belief statements
02
Review team survey
After
01
Draft shortlist of belief statements
02
Compile all current playbooks
07
OfferingsNov. 18
The service areas and deliverables we provide to our clients.
07
OfferingsNov. 18
The service areas and deliverables we provide to our clients.
Before
01
Rank all current services
02
Compile potential services
Agenda
01
Review current and future services
02
Keep or kill: Sidecountry, Scout, the Reciprocity Framework
After
01
Draft services for 2027
08
GrowthDec. 2
The methods we'll use to reach our ideal customers.
08
GrowthDec. 2
The methods we'll use to reach our ideal customers.
Before
01
Outline potential creative team roles
02
Channel communication strategy
Agenda
01
Review communication strategy
02
Select best agency case studies
03
Review positioning statements
After
01
Outline brand deliverables for 2027
02
Review current brand
09
BrandingDec. 9
How we'll apply our new positioning to our look and feel.
09
BrandingDec. 9
How we'll apply our new positioning to our look and feel.
Before
01
Brand identity mood boards
Agenda
01
Review mood boards
After
01
Framework summary
10
Next stepsDec. 16
What we'll do in 2027 to make this happen.
10
Next stepsDec. 16
What we'll do in 2027 to make this happen.
Before
01
Creative director job description
Agenda
01
Review framework summary
02
2027 action plan
03
2027 budget constraints
04
Review job description
After
01
Outline next steps for 2027 brand plan