Brand workshops- what they are and why you need to do one
At the heart of every great brand is an effective brand strategy. A brand workshop is a great way to define a clear and coherent proposition that all stakeholders are on board with. In this article we answer the top questions about brand workshops, such as what a brand workshop is, and how your company can benefit from a brand workshop.
What is the purpose of a brand workshop?
A brand isn’t just a logo, it’s an attitude, a personality and an experience. A brand strategy is the plan for ensuring customers and employees feel that brand in every interaction. It delves into the big questions of why you do what you do, who you do it for and many other questions besides. It makes you think. Really think about the purpose of your brand and your vision for its future. One of the very best ways to get to the heart of your brand and what it really means is with a brand strategy workshop, and it needn’t be as daunting as it sounds.
Think for a moment about your favourite brands, the ones you return to again and again. Is it purely because of what they sell, or what the brand stands for, their brand purpose and brand vision? Chances are it’s the latter, you are loyal to the brand because its values align with your own. A brand workshop cuts right to the core of what your brand stands for, and this is an essential step in your brand identity, marketing strategy and indeed, your overall business strategy.
What is involved in the workshop?
A brand workshop involves a series of activities to help you to define your brand proposition. It makes the business goals and core values clear and it outlines the vision for the future, where the brand ultimately wants to be.
There are many reasons to run brand workshops, it can be as part of a rebranding exercise, to give your business a competitive edge, to help you to better understand your target demographic, to ensure all of your team is aligned to the company vision, so that your customers feel like they can relate to your brand.
Your brand proposition is your promise, your USP, what differentiates your brand from the millions of others out there. The truth is, people are far more likely to buy from a brand with a clear brand proposition. And it’s not just about the tangible aspects either, your brand proposition can be about culture or even attitude. At the end of a brand workshop, your brand proposition will be defined, and will comprise of:
- Purpose: the why behind your brandThe brand purpose can best be defined as ‘why you do what you do’. Your brand purpose influences every other aspect of your brand and should sit at the heart of your brand proposition. To define your brand purpose, think about your brand’s motivation and the benefit it provides to the world.
- Vision: how you will go about achieving your purposeIt will consider your vision, and how you will go about achieving your brand purpose. It will look at brand positioning.
- Values: what you believe in as a companyThe values of your brand are what you believe in as a company, what you stand for. The brand values provide a benchmark in the company from which future decisions, such as communications and recruitment, are made, but in addition to that, they are the reason that consumers will choose your brand over any other.
- Personality: how you present yourself and communicate with your audienceDefining your brand personality to create a relatable persona for your brand, and develop a tone of voice to how the brand acts and communicates is imperative. Just as with a person, a brand’s values and what they believe in impacts hugely on their personality. Imagine your brand as a person, how do they communicate, and what attributes do they have? The brand workshop is a vital opportunity to engage stakeholders with exercises to unearth aspects of your personality traits.
A brand workshop can also include taking a look at your:
- Brand pillars: defining and grouping the services your offer This helps you to communicate them effectively with your target audience and can elevate your communications strategy and differentiation your brand in the marketplace.
- Target audience: defining your key audience and creating detailed profiles Identifying your target audience and creating personas can help you to understand the drivers behind each audience group and can then be used to make informed decisions in all future communications
Who benefits from a brand workshop?
All types of companies can benefit from a brand workshop, from a new brand to an established brand looking to refresh and reinvigorate their purpose, vision, values and relook at their audience persona. As discussed, your brand strategy is made up of your purpose, vision, values and personality. It’s not just the Apples and the Amazons of the world that need brand strategy. To be successful, every brand needs a clear strategy for success and astute entrepreneurs will prioritise brand strategy at the outset, returning to it at regular intervals.
Who should attend the workshop?
For the very best results from your workshop, involve senior leadership teams but also involve key stakeholders from departments across the business. From sales and warehouse right through to marketing departments this might include digital marketing, graphic designers, social media, finance or sales employees. These stakeholders, will each have a unique perspective on the brand, given their different interactions with clients, customers and related organisations. By involving key stakeholders, you will attain the desired holistic brand proposition that everyone within the business no matter their position can believe in and act upon. Don’t be afraid to include those that are willing to challenge ideas, as this is often an essential part of the process.
Having a facilitator for the workshops is far more effective, especially when the facilitator is from outside of the business. This enables everyone, including the senior leadership team, to be an active participant, without the need for them to manage the group’s energy levels, a whiteboard and a plethora of sticky notes whilst attempting to give their opinion too.
A facilitator will foster an environment where people feel comfortable to talk and give their opinions, putting everyone on an equal footing and enabling them to tease out those core elements of the brand prop. The facilitator will also use some guiding principles to keep the workshop on track, giving you the results you need.
Where should the workshop be held?
Once more, it is natural to assume that the best place to hold a brand workshop is at the office but in truth, offsite works best. Trying to engage stakeholders in workshop exercises with their desk within clear view is difficult. Employees are often bogged down with their day to day work, with their mind on their to-do list rather than the overall direction of the business. In an environment away from the office, everyone can switch off from work and immerse themselves in a creative, energised environment. In such a setting, key insights are far more likely to flourish. Yes, taking a full day out of the office can be tough but the benefits of moving both the brand and the business forward will make the investment worthwhile.
How we can help with your brand workshop?
Now you understand a brand workshops pivotal role within the strategic direction of a business and brand design, the next question is likely to be ‘what do I need to do next?’
If you need to help with your brand strategy and are interested in running a workshop please get in touch with email@example.com.