A Guide To Branding Strategy Workshops

10 September 2021

Branding Workshops bring together important business executives and brand strategists to cooperate and build the brand’s basis and strategic direction.

Better design comes from strategy, but good brand strategies don’t happen by themselves. They need collaboration between designers and customers. Brand strategy workshops are held at the outset of new partnerships to bring stakeholders together and establish the tone for the work ahead. Even better, they create brands that accomplish commercial objectives in addition to visual appeal.

Designing a logo, brand image, or webpage for a user you don’t know is tough. That’s why, before you begin creating anything for your company, you should do a brand strategy workshop.

Each workshop is unique, but here’s an overview of what it’s about.

A Guide To Branding Strategy Workshops

What does a branding workshop achieve?

1.) Perspectives on Leadership

The management team must have a feeling of ownership and connectivity with the brand they’re creating and intending to steer towards success.

Early on in the creation of a unified brand identity, extracting the thoughts and ideas of the leaders is important.

2.) Assist the leadership in becoming more cohesive.

Whether it’s about strategic vision, positioning, or even the branding style, brand executives frequently disagree.

The branding workshop’s collaborative atmosphere is intended to bring the crew together, allow them to draw on each other’s opinions and ideas, and agree on what the brand should signify.

The brand strategist’s people management abilities are frequently put to the test in this situation.

3.) Define your values and beliefs.

One of the earliest and most successful activities in establishing the “why” behind the brand during the planning session.

This exercise encourages the leadership group to go beyond the company’s and brand’s financial or competitive interests to identify a greater purpose for why the brand exists and what they do.

This portion of the session, if effectively done, may rapidly get everyone moving in the same direction.

4.) Establish a strategic plan

Among the most important objectives of the workshop is to design a course for the brand on a map.

Relying on the strategist’s methods and procedures, the complete positioning strategy may be developed during this discussion, or the output may merely be basic direction concepts that may be refined later into a separate differentiation approach.

5.) Collect the information you’ll need

It’s critical to leave no stone unturned when establishing the brand’s direction and meaning during the brand strategy workshop.

This process cannot be rushed through with a few survey questionnaires, since this method will fail to fulfil the workshop’s ultimate aim of collaborative strategic brand creation.

Even though further work will be done outside of the workshop setting, it will be based on the knowledge gained during the strategy session.

Before the workshop:

1. Determine who your key stakeholders are.

The activities we undertake in the weeks leading up to the workshop, as well as the live workshop, are both parts of our exploration. The discovery step of a brand identity project is important for defining the brand’s purpose and voice, and we must involve all client stakeholders in the process. A stakeholder, according to our definition, is everyone who will have a say in the final product’s approval.

2. Interview key stakeholders.

This may be accomplished through polls or surveys, that can act as accurate data collection tools. It’s also possible with tiny focus groups. Typically, you’ll be able to do one-on-one discussions with at least a few key stakeholders to learn more about what’s effective, what isn’t, and what the brand signifies to them. These personal connections can come in handy later when you’re trying to get everyone on board with the new improved identity.

3. Assemble your resources.

You’ll need the following items:

  • Attendees will be guided through the exercises using a workshop deck with PowerPoint or slides.
  • Two medium-sized whiteboards or one huge whiteboard
  • A deck of post-it notes with one personality descriptor in permanent marker inscribed on each one. Fill the full stack, which should be around 90 sticky notes. Fill them with all kinds of words — good, negative, and neutral — that may be used to characterize someone’s character. You might incorporate words like hopeful, naughty, and prudent, for instance.

This might seem a bit overdone to someone who hasn’t attended a branding strategy workshop but rest assured, this is a very common practice among some of the best corporate design workshops.

During The Workshop:

1. Examine the Market.

We want to root our talks in coherent strategy before we start thinking. We start with the strategic portion of the workshop to have a deeper knowledge of the market in which your product will operate. We can create a winning brand strategy using the details you provide as a foundation.

This section of the session might contain the following:

  • Local and global risks and opportunities
  • Environment of competition
  • Consumers to target
  • Business objectives
  • Business expansions in the future

2. Create a visual representation of the brand experience

The brainstorming section of the session will discover the building components of your brand identity through innovative brand exercises and colorful sticky notes. Our objective is to describe your ideal brand experience, including how it looks, sounds, and performs. This also includes the reasons and values that drive it. As a result, each workshop is tailored to the needs of a unique customer.

This section of the workshop might contain the following:

  • What inspires or propels your company?
  • What do you want your company to accomplish in the next ten years?
  • How do you intend to attain that goal?
  • Characteristics, services, or goods that are distinct or distinctive
  • Your guiding beliefs in making decisions and taking actions
  • What words would you use to define your brand’s personality?
  • The look and feel that best represents your company.

4. Participate in a conversation

Workshops are participatory and collaborative, allowing all participants to be heard. Every guest will offer their ideas on the aspirational brand and participate in a conversation that will help create it. A workshop’s job is to start a dialogue and guide it in a constructive direction.

5. Get your creative juices flowing

Creative Workshops are meant to be a safe place for you to try out new ideas for your aspirational business. Help attendees loosen up and think more freely, throughout the session, urge the participants to jot down their thoughts and ideas regarding brand components so that they may be shared and debated.

Enjoy the experience and find value in it! All you have to do is be willing to engage.

6. Make important decisions

Participants in a branding workshop will make important business decisions that will shape up their brand image. As a result, top leadership and senior marketing employees who are in charge of the brand’s rollout are usually in attendance. It might also be beneficial to have subject matter specialists on hand who can speak in-depth about the requirements and desires of consumers.

It is seen that it is usually tough to make rapid judgments to move onto another exercise if there are too many opinions present. As a result, we recommend that attendance be limited to ten people, although smaller groups are appreciated.

7. Align the Top Executives

Workshops allow senior executives to collectively agree on a brand strategy—something that not every executive’s calendar allows for regularly. When executives agree on their branding, their business choices and management styles will likewise be on the same page.

8. Bring it to a close.

Demonstrate how the newly defined personality, purpose, and perspective will be critical in the development of the brand, including the design components that will be utilized to represent it. Review the branding timeline to see what’s coming up next, and do not forget to sincerely appreciate your stakeholders!

Post-workshop follow-ups

Participants in your branding workshop want to know that their money and time were well spent, so keep them updated on your next actions and achievements as the new brand takes shape. Use your initial follow-up touchpoint to reaffirm the workshop’s worth, elicit enthusiasm for the new brand, and solidify the impression that the company is on the right track.

A branding strategy workshop often ends with 

  • A revised brand positioning or message map, 
  • Graphic concepts that lead to a new brand guide
  • A specified content strategy and marketing communications plan, and perhaps even updated corporate values or a new vision statement.

Certainly, you could achieve all of this without a complete workshop, but we feel the workshop adds value to anyone and everyone associated: a broader, more nuanced viewpoint for those working on the brand identity and genuine buy-in from people who will drive the brand ahead.

You have the basis for your brand identity when you combine all of the workshop results, including information about your marketplace, company goals, and desired personality. A firm will have everything it needs to build its brand after the workshop is over.

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