Simply ask the participants to trim the keywords they selected in the discovery survey from 20 down to four. There are many approaches to building a brand and the collaborative brand strategy workshop environment is just one. We believe better brands build a better world and our mission is to help give brands the best chance to succeed. Once youve gone through all the notes and divided up the adjectives, focus on the YES words. By developing realistic personas with names and faces, the leadership team can begin to develop a real connection with who their brand is trying to appeal to. Ask those in the room for their opinions. Using the archetype framework, the group sets out the personality type or mix of personality types that will best represent the brand and resonate with who the audience is. Your email address will not be published. The thing is, people tend to assume that they are the only one feeling overwhelmed or finding something difficult. Facilitators wear many hats, but a lot of their work will be in the following areas:, The goal of a good facilitator is to guide a group to their best outcomes, NOT to solve the challenge for the team (keep this in mind, well be circling back to this later!). Make sure you spend some time beforehand testing A/V equipment, preparing refreshments, checking temperature controls, and dealing with any nearby noise. Assemble a Website Strategy Workshops unearth essential brand-building insights and instill ongoing trust between clients and designers. Are there any keywords that you disagree with here? The brand discovery survey asks core questions about the demographics of the clients target audience. The brand discovery survey asks, What are the problems they (target customers) face? Use the clients answers to go deeper and brainstorm even more problems. This myth is engraved deep in the minds of many because its the one that seems to make a lot of logical sense. The language the brand will use and the tone of voice with which it will deliver its message is the cherry on the top of a human brand persona that now begins to feel like a real person. (And on the more cynical side, active participation in branding makes it more likely theyll accept your final recommendations without changing their mind a dozen times.). To do this exercise, simply ask breakout groups to decide on a key component under a time deadline. But not to worry, were here to debunk these myths once and for all so you can pay attention to the things that matter. Let us know what you think! Of course, the hard part of running a branding workshop with clients is that youre getting non-marketing experts to do marketing. During a workshop, the designer leads the client through a series of exercises meant to reveal key insights about its offering, customers, and messaging. This is a big one! Prepare for the workshop. They involve multiple participants, several different tools, and loads of moving puzzle pieces. to navigate any obstacles but sometimes it might just seem that the powers that be are working against you. Once the workshop has been conducted, and the information, insights, ideas and directions are collected by the brand strategist, the next phase begins. 2. Pooling their ideas can be a powerful exercise that brings the team closer. What type of visual style have they opted for? One of the first and most effective exercises of the strategy session in defining the why behind the brand. if you make a purchase through the links, at no cost to you. So as you introduce new exercises, make sure to mention that. Is there an important aspect of your business we have not covered? This is important because branding workshops often involve a lot of discussions. This process cannot be skimmed over with a handful of questionnaire questions, as this approach will fail to achieve the ultimate goal of the workshop, which is the collaborative development of the strategic brand. (During our own rebrand, we chose the celebrities by asking in our survey, If Trekk were a celebrity, who would we be? and selecting the four most popular answers.). Personas help the client keep the customer in mind when making strategic design and branding decisions later in the engagement. Adopting the beginners mindset and making sure all your explanations could be understood by a complete beginner in the field of workshopping., Painting the bigger picture of the workshop for the participants, and reiterating on it constantly. Mild Laundry Detergent. Depending on the systems and processes of the strategist, the entire positioning strategy could be defined within this meeting or the outcome could simply be ideas of general direction, which can be refined later into a distinct differentiation strategy. Pinpoint your brand identity. They feel more engaged in the process and better understand why information is included or omitted. Visualize the Brand with Keywords Opt for using simple, understandable language. are some of the most important when it comes to facilitating a successful brand strategy workshop. This activity is designed to prepare everyones brains for the work of branding. While brands are often developed in a number of ways, the workshop environment is designed to extract ideas, opinions, and creative expression from the leadership team so they are entrenched in the brand-building process and feel connected to the brand will lead. classic ideal customer profile exercise. This discussion revolves around an understanding of how things are now, what the business or brand is achieving and what the challenges and problems are that need to be addressed. It also injects an element of fun and silliness into what is an otherwise quite typical exercise. A brand is someone's "gut feeling about a product, service, or organization." ( Marty Neumeier) Human beings are emotional and intuitive. Now that everyones thinking about the brand like a person and imagining what that person might sound like or how they might act, pull out your stack of sticky notes and divide your whiteboard into four columns: YES, NO, MAYBE, or SOMEDAY. Try to fill up the entire stack, or about 90 sticky notes. Ask questions, guide the workshop,facilitateand keep the advice monster in the cage so you can get what you need from the workshop. Your role in the strategy workshopis not to tell people how things are or how they should be. Often, brands that conduct a brand strategy workshop dont have a clearly defined and well-structured plan for the success of the brand. The point is to bring out the best in the team, give them some tools and guide them to discover their own strength. Facilitation is the process of guiding the group through collecting relevant information, identifying underlying challenges, ideating possible solutions, and ultimately helping the team define and commit to the next steps. This branding workshop exercise is modified from Punchys Cocktail Party exercise. Mapping problems and solutions is helpful, but an important piece is missing: valueor the benefit that customers receive from the clients solution. Build Brands Like A Pro Brand Strategist. FREE PRO BRAND STRATEGY BLUEPRINT: https://brandmasteracademy.c. Subscription implies consent to our privacy policy, 1. and VISION (what does the brand believe?). Often, brand leaders have differences of opinions whether its related to strategic direction, positioning or even the identity style. If youre planning an intense two-hoursession without a break when a handful of your participants were hoping for a coffee after an hour, the second hour wont beasproductive because theyre thinking about theircaffeine.. The business leaders will likely have an informed understanding and opinion of their competitors though the brand strategist should encourage the group to look beyond the obvious players at other brands serving their audience. Build Target Personas is a problem-solving and decision-making expert that can guide a team through a structured step-by-step process that ensures solid outcomes. As a result, your group will be much more receptive to the workshop and exercises! Form hypotheses about the business to test in the workshop. Plus, it can be a little less serious than a classic ideal customer profile exercise. But what about remote brand designers? We also recommend a clear agenda for the workshop to set expectations and keep people focused. Interactive workshop exercises increase engagement. Brand strategy workshops allow designers and business stakeholders to uncover key insights about what makes a brand unique in the eyes of customers. Technique 8: Questions & Exercises Determine Success, Regardless of personality or position, perspectives areimportantso. Save my name, email, and website in this browser for the next time I comment. There are two benefits to involving the client in the wireframe: Finish the workshop by discussing three crucial questions: Each question is designed to bring future plans into sharp focus. This produces a list of customer problems and useful ways to solve them. One way that this can occur is by holding a branding workshop. Pass the stack of notes around the room and ask each person to pull off the top sticky and read the adjective out loud. By now, remote work is not just a hypothetical future of work, but an inevitable reality for many. But the thing is, you dont need to be an expert in every industry to facilitate a good workshop. Together, we arrive at complete consensus among your organization's management team and marketing leadership on the brand's target customers, brand essence, brand promise, brand personality and brand archetype. Brush away dirt on the midsole and outsole of the shoe. For brand identity projects, the discovery stage is all about capturing the brands vision and voice, and we include all the client stakeholders in the effort. Build Target Personas Regardless on the strategists philosophy or processes, the brand is expanded and finalised in the post workshop phase with the strategist often revisiting the leadership team multiple times as the brand comes to life. Brand Strategists work in a variety of ways. For brand identity projects, the discovery stage is all about capturing the brand's vision and voice, and we include all the client stakeholders in the effort. It also takes the pressure off of you because you dont need to worry about solving the challenge yourself and can instead focus on observing the group, tuning into their needs, and making sure the workshop moves along swiftly.. First, revisit the brand discovery survey and discuss the clients answers to: This discussion produces action points that help the client improve their website strategy and SEO performance. The Value Branding Exercises Can Provide Build Your Personal Brand in 7 Steps Your Brand Mission and Values Your Brand Skills and Experiences Who Are You? The Branding Workshop is a meeting between the key business leaders and the brand strategist, to collaborate and develop the foundation and strategic direction for the brand. Its helpful to frame this discussion around specific questions: Reducing keywords is a challenging process, but it brings much-needed focus to the brand aesthetic. The purpose of a branding workshop is for business leaders and branding strategists to define the strategy or vision for the brand. Discussion on its own is great, but sometimes theres too much chatter and not enough making choices. In return, you need to be open to the process. What Do You Do? Participating in our workshop series can help you: Gain confidence as a job seeker, Learn how to find a career you're passionate about, Apply your brand and job searching skills to find an employer who . while another is hoping to dive into the website user experience. 2023 HEIRLOOM AGENCY LLC. This exercise helps you whittle away negative traits and slowly accumulate desirable ones to build up a brands identity. Remember, the more detailed your plan, the more you'll ensure that your workshop will run to schedule - and be successful. Brand strategyworkshops have been around in one form or another for manymanyyears. The branding industry and the players within it are creative by nature as are their processes and approaches to building the strategic brands they build for their clients. And we wont share your email address. Want Actionable Brand Strategy Tips & Techniques? Some act as consultants and project managers who oversee the realisation of the brand development while other brand strategists roll up their sleeves and execute the brand development along with their team. You can ease some of the pressure by reminding participants that no decision is final and that they can sense-check these choices with other groups. Determine your audience and what you can offer them. Once the client articulates their ideal outcomes, ask them to identify what areas of the business will be positively affected if everything goes according to plan. How To Embed Personal Excellence Into Your Brand How To Brand Your Professional Image How To Brand Your Presence How To Brand Your Online Presence How To Brand Your Communication Style How Using High-Quality Images Helps Optimize Your Content Strategy, A Guide for B2B Companies On How to Record a Quality Podcast. Goal 1: Extract Leadership Perspective It's critical that the leadership team have a sense of ownership and connection to the brand they're building and the brand they intent to lead to success. The purpose of the workshop was to facilitate LL end-users and LL staff to explore the ways in which incorporating semantic representation into LL tools could better support their everyday work. Before starting day two exercises, recap the first session to reinforce learnings with the participants. Here, brand strategy insights become actionable steps. Analyze Competitor Brands Find agreements and inconsistencies between the stakeholders answers. Sure, you could dive into all these things without a full workshop, but we believe the workshop provides value for everyone involved: a broader, more nuanced perspective for those doing the brand identity work, and real buy-in from those who will carry the brand forward. By the time the strategy workshop has been concluded, the leadership team and the brand strategist will have collectively developed a clear plan for direction for which they can all feel connected to. Asking your participants what they hope to get out of this workshop will make them feel heard and will help you know which topics to focus more attention on. After the client describes their challenges, ask them to rank the business impact of each. How long does it take? Define the Brand with a Mission Statement The purpose of this branding workshop exercise is to get everyone to stop overthinkinga common obstacle in group environments. This branding workshop exercise is easy to execute but takes some guts. Whether youre thinking about working with us or just want to try out these exercises for yourself, heres a sample guide to a half-day brand workshop designed for a small to medium-sized company, divided up into our pre-workshop activities, the workshop itself, and our post-workshop deliverables. Become a top brand strategy workshop facilitator with the structures, exercises and delivery tools in this program. The Branding Workshop is intended for teams, departments, leadership, and individuals to learn how to: unify your brand voice, communicate clearly, position your business to win, provide a positive customer experience, present products/services impressively, align customers to your brand, sharpen client engagement protocols, and more. Youll likely hear some observations and perspectives you wouldnt have thought of yourself. Which keyword is most appropriate for your brand? Extracting the thoughts and ideas from the leaders early on is a critical step in the development of an aligned brand. Trekk Design, Inc. Use the workshop to help educate people. Facilitation is the process of guiding the group through collecting relevant information, identifying underlying challenges, ideating possible solutions, and ultimately helping the team define and commit to the next steps., Or in other words, its the process of making the team collaboration process easy, effective and enjoyable for the team members., Facilitation is all about helping the group do efficient, meaningful work. This ones a bit morbid but still fun and fruitful. 1. To construct a messaging framework, start by listing target customers pain points. Although further work will be completed away from the workshop environment, this work will be predicated on the information gathered within the strategy session. A facilitator (or a Workshopper, as we like to call them!) As a group, divide them into two categories: VOICE (what is the brand like? Framing this as an exercise means you get people to make choices and come up with rationales behind them. s and people come together and with this mix of variables its very easy for things to go wrong or for you to overlook something. All rights reserved. Because it is a requirement, part of your role is to oil the wheels to make sharing and contribution feel as easy and relaxed as possible sotake the time to make your participants feel welcome and at ease. A brand strategy workshop will help uncover your company's unique story and create a roadmap for sharing it with the world. At the start of new engagements, brand strategy workshops align stakeholders and set the tone for the work that follows. 0:00 8 Brand Strategy Workshop Facilitation Techniques1:11 Technique #1 Know Your Participants1:45 Technique #2 Align Expectations2:17 Technique #3 Prepare Like A Pro 2:42 Technique #4 Follow Through Like A Pro3:16 Technique #5 Map The Agenda3:44 Technique #6 Lighten The Mood4:12 Technique #7 Dont Dictate, Facilitate4:41 Technique #8 Questions \u0026 Exercises Determine Success#Brandstrategyworkshop #Brandstrategyworkshopfacilitation #Strategyworkshopfacilitation #Workshopfacilitationtechniques #Workshopfacilitationtips #Brandstrategy #Brandstrategysession #Strategyworkshop #Brandingworkshop #Brandstrategyprocess #Brandingprocess---------------- FREE BRAND STRATEGY RESOURCES -------------------- BECOME A BRAND STRATEGISTOur flagship training Brand Master Secrets - Everything you need to become an in-demand brand strategist, raise your expert profile and grow your branding revenue and business.https://brandmasteracademy.com/brand-master-secrets/?utm_source=youtube\u0026utm_medium=organic\u0026utm_term=vid-desc\u0026utm_content=\u0026utm_campaign=bms FACILITATE BRAND STRATEGY WORKSHOPS LIKE A PROLearn the techniques, systems and delivery tools to develop brands WITH your clients, to build brands they believe in and are invested in.https://brandmasteracademy.com/brand-master-workshops/ INSIDE BRAND MASTER SECRETShttps://brandmasteracademy.com/brand-master-secrets/?utm_source=youtube\u0026utm_medium=organic\u0026utm_term=vid-desc\u0026utm_content=\u0026utm_campaign=bms BRAND MASTER ACADEMYThe brand strategist training groundhttps://brandmasteracademy.com/?utm_source=youtube\u0026utm_medium=organic\u0026utm_term=vid-desc\u0026utm_content=\u0026utm_campaign=bms--------------- LEARN FROM OTHER STRATEGISTS IN THE COMMUNITY -------------------- BRAND MASTER ACADEMY ON SOCIALInstagram - https://www.instagram.com/stephenhouraghan/Facebook - https://www.facebook.com/pg/brandmasteracademyLinkedin - https://www.linkedin.com/in/stephen-houraghanYoutube - https://www.youtube.com/channel/UCBFWrMRo37OVLM2l1pWnH7w?sub_confirmation=1Twitter - https://twitter.com/BrandMasterAcad JOIN THE FACEBOOK COMMUNITYhttps://www.facebook.com/groups/brandmasteracademy/Join in the conversation with other experienced and budding brand strategists to enhance your brand-building systems. 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These exercises, while a little offbeat, help infuse some levity and creativity into the session. So next time try saying these before kicking off a session: Its common that this might feel too rushed.Often it will feel like were losing ideas because well be moving fast.The exercises might feel weird or awkward, and thats totally normal!Its normal to not have any ideas yet.Its normal to feel like its not going to work. 5. All you have to do is get everyone in the meeting to ask the stupidest branding question they can think of. Construct a Messaging Framework What did your brand leave unaccomplished? Remote facilitation requires a new way of thinking: not only do you need the right tools (a virtual version of a whiteboard, sticky notes, online timers, etc), but it also requires a different approach to how you run the session.. (Process Pros & Cons). The collaborative environment of the branding workshop is designed to bring the team together, draw on each others opinion and ideas and agree on what the brand should mean. Abrand strategy workshop means different things to different people. Each module should be discussed and justified. (20-30 min) This exercise defines the term "mission statement" for the group and provides examples that can spark ideas or inspiration. Equally important to setting expectations is getting them from your participants! And if you dont take care of them, they will simply develop in the group naturally, outside of your control. Rio's Counseling and Career Services Department is excited to offer our Career Change Series, "4 Steps to a Meaningful New Career," this Summer, beginning June 6. Its certainly possible to build your user experience expertise by reading books and blog posts, but that can be a slow process and it makes it hard to see the big picture. The second workshop focuses on strategically implementing these concepts into real-life applications. This is often where the brand strategists people management skills come to the fore. Use the clients replies to assemble: If the client is targeting several market segments, its fine to produce multiple personas. Thebetter structured your exercises and questions, the more likely you are to leave with the information you need to develop thebrand strategy, Now look, there are only a handful of techniques here buttheyreare some of the most important when it comes to facilitating a successful brand strategy workshop. You will be speaking in front of groups of people, so shouldnt you be extroverted? Ask participants how they would eulogize the brand in an obituary if the brand were a real person whod recently died. Define the workshop objectives Establishing clear goals helps you design a focused workshop, ensuring desired outcomes. Provided the strategist facilitates the workshop well enough, every stakeholder should feel his or her input was important. Summarize information that provides any additional insight into the business. Remember, your participants wont know why youre doing the particular exercises youre doing, and how they fit together. Now that the brand is gone, what will take its place. Ideally, youll be able to conduct one-on-one interviews with at least your key stakeholders so you can really dig into whats working, whats not, and what the brand means to them personally. Bear with us for a moment. January 26, 2022 How can you make sure everyone in your organization is on the same page when it comes to your brand? The best way to get the most out of any brand workshop is to work closely with your branding team. So in a workshop setting, this could manifest in you not explaining the exercises clearly enough to your participants, because its so obvious to you how theyre conducted, you might not even be aware of leaving out important pieces of information., The easiest ways to avoid the curse of knowledge are, The thing is, workshops are complicated! The goal here is to draw out insights to verify or reject during the workshop. Is there equal participation? Show up early on the session day to ensure everything is in working order. Talk about the brand in its best days, what it accomplished, and what made it cease to exist. document.write(new Date().getFullYear()) Getting the right team together is crucial for the end success of the workshop, and its a delicate balance to strike: invite too many people, and you run the risk of losing all control over facilitation, invite too few, and the workshop will be lacking the drive and momentum. Remember, in a branding workshop, you might have C-suite leadership in the room with more junior employees. Leading workshops remotely seems counterintuitive. Branding Workshop For Your Team. Discuss Business Goals and Measures of Success. 1. Zulie Raneis a freelance writer. You core role is as a facilitator and although as astrategist, you may be tempted to go in all guns blazing with advice, it will hamper your workshop if you do. Construct a Messaging Framework CNN . If you wont, the entire workshop will feel disjointed and unintentional , and your participants will be left feeling confused and not taken along for the ride.. You do you, but we advocate for comfortable shoes in pretty much every situation.). Consider elements like your company's values, target market, and competition. 3. When everyone knows the agenda, everyone knows what to expect. Surveys can be administered using Google forms in which clients provide multiple-choice answers, scale ratings, and short descriptions.
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