Brand strategy
We’re currently working with the Donmar Warehouse on a brand strategy. We consulted staff and stakeholders widely – including two big all-staff workshops – and spent an illuminating qualitative research day with a range of audiences, testing and exploring their perceptions and priorities relating to the Donmar brand and experience – why it is special and how it differs from other theatres.
Working with the leadership team we’ve explored the implications of our findings on future strategy. Which stories do they want to bring to the fore – in the knowledge they resonate with audiences and accurately reflect their intentions and ambitions?
We’ve developed a simple brand strategy document to articulate the Donmar’s key stories, the audiences they’re designed address, and the tone they should be delivered in.
We’ve run workshop training with teams who need to communicate this – ensuring a common, clear and consistent message and tone is used to describe the Donmar brand promise.
Now we’re working with the team to support them in applying the strategy across some future key projects so that a powerful compelling story is received at each and every touch point.
