{"id":9010,"date":"2023-01-04T10:00:00","date_gmt":"2023-01-04T09:00:00","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/branding-workshop\/"},"modified":"2023-01-25T16:36:27","modified_gmt":"2023-01-25T15:36:27","slug":"branding-workshop","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/branding-workshop\/","title":{"rendered":"Everything You\u2019ll Ever Need to Know About a Branding Workshop"},"content":{"rendered":"\n

Warning – this article may provoke ideas and leave you wanting more. You know <\/em><\/strong>where to find us<\/em><\/strong><\/a>.<\/em><\/strong><\/p>\n\n\n\n

If you’re reading this, you either work for one or you own one\u2026 So let\u2019s get started with a simple question, what exactly is a brand?<\/p>\n\n\n\n

People tend to speak of \u201cbusiness\u201d and \u201cbrand\u201d as if they are interchangeable, but is this really true? Let’s run a quick thought experiment…<\/p>\n\n\n\n

What comes to mind when you hear Patagonia, Red Bull, or Dove? Is it just clothing, drinks, and cosmetics? Or are there other things too? Emotions, feelings, places, people, or events?<\/p>\n\n\n\n

When we look a bit deeper, companies aren\u2019t just the products they sell, but the associations that consumers have with them<\/strong>. A \u201cBrand\u201d, therefore, exists in the hearts and minds of consumers, not on a spreadsheet \u2013 it’s what you’d say to your friends over tea and biscuits.<\/p>\n\n\n\n

Patagonia doesn\u2019t just sell outdoor clothing, they sell you the idea that shopping with them is the best way to reduce your impact on the planet.<\/p>\n\n\n\n

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\"patagonia<\/figure><\/div>\n\n\n

Red Bull doesn\u2019t just sell you an energy drink, they sell you excitement and adventure.<\/p>\n\n\n\n

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\"red<\/figure><\/div>\n\n\n

And Dove doesn\u2019t just sell you cosmetics, they sell the idea that everyone should see the beauty in themselves.<\/p>\n\n\n\n

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\"Dove<\/figure><\/div>\n\n\n

But these associations didn’t just materialise overnight. Whether it’s Patagonia’s brand vision, Dove’s brand values, or Red Bull’s brand personality, a workshop was likely the first step of the journey.<\/p>\n\n\n\n

So what is a brand strategy workshop?<\/strong><\/h2>\n\n\n\n

A brand strategy workshop<\/strong> is an online or in-person creative space in which your team looks to build an identity and strategy to guide positive customer associations.<\/p>\n\n\n\n

Through a series of collaborative exercises, you’ll uncover the different facets of your brand<\/strong>, using your values, proposition, and knowledge of your customer to differentiate yourself in the market.<\/p>\n\n\n\n

The goal is to find your perfect product-market fit and then own that position in the market through a powerful emotional hook to your customer and a strategy that ensures favourability and growth.<\/p>\n\n\n\n

Why invest in brand strategy?<\/strong><\/h2>\n\n\n\n

Apart from being a welcome opportunity to take a pause and step back to find more purpose and fulfillment in your 9-5, it will benefit your business in a myriad of ways, and you\u2019ll soon see a return on investment from;<\/p>\n\n\n\n

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  1. Growing your brand equity.  <\/li>\n\n\n\n
  2. Solidifying your authority in the market.<\/li>\n\n\n\n
  3. Crafting a brand promise and story.<\/li>\n\n\n\n
  4. Building a loyal customer base.<\/li>\n\n\n\n
  5. Attracting new customers.<\/li>\n\n\n\n
  6. Developing your brand voice.<\/li>\n\n\n\n
  7. Creating radical differentiation.<\/li>\n\n\n\n
  8. Attracting and retaining top talent.<\/li>\n\n\n\n
  9. Owning a premium price point.<\/li>\n<\/ol>\n\n\n\n

    In essence, the R.O.I of brand strategy is that a strong brand attracts more customers, at a lower cost per acquisition, who are happy to pay a little more and a little more often<\/strong>. And who wouldn’t want that?!<\/p>\n\n\n\n

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    \"more<\/figure><\/div>\n\n\n

    How much does a brand workshop cost?<\/strong><\/h2>\n\n\n\n

    We don\u2019t want to be all doom and gloom, but the right question to ask is what is the cost of not investing in your brand\u2019s future strategy?<\/strong> Not winning in the market? Becoming obsolete? Not finding the right audience? Not reaching your true potential? <\/p>\n\n\n\n

    Well with us, we have made it simple. Our full-impact strategy process costs \u00a38,000<\/strong>. That includes all of our 4 core workshops, a 20-30 page brand guidebook, a brand roadmap, and ongoing support for 3 years. <\/p>\n\n\n\n

    Or if you are brave enough and have the right internal team and expertise we have made some of our strategy processes \u201copen source\u201d. <\/p>\n\n\n\n

    One of our core missions at Overpass is to bring design thinking and brand strategy once reserved for billion-dollar businesses to all who are keen to listen. So many of the core exercises from our workshops are available for free in our brand blueprint at the bottom of this article.<\/p>\n\n\n\n

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    \"how<\/figure><\/div>\n\n\n

    How is a branding workshop different from a meeting?<\/strong><\/h2>\n\n\n\n

    Workshops don\u2019t have defined outputs, they start with questions \u2013 which might seem strange in a world of structured meetings and bulletproof agendas. Yet, instead of a focus on productivity, they place their bets on enabling creativity<\/strong>.<\/p>\n\n\n\n

    Whilst it\u2019s commonplace (and wise) to set goals and objectives for a workshop, a structure that\u2019s too rigorous will prevent the creative freedom the brand-building process needs.<\/p>\n\n\n\n

    Questions and exercises are purposefully open-ended, with undefined targets that give branding workshop participants the freedom to express themselves authentically<\/strong> and without judgment.<\/p>\n\n\n\n

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    The brand strategy process is less \u201cget things done\u201d and more \u201cthink outside the box\u201d.<\/p>\n<\/blockquote>\n\n\n\n

    You might not see the results today or even next week, but a year down the line, you’ll be grateful for the strong foundations these brand positioning<\/a> discussions have given you.<\/p>\n\n\n\n

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    \"meeting<\/figure><\/div>\n\n\n

    Who are they for?<\/h2>\n\n\n\n

    You can view your brand like a living and breathing organism, changing as it interacts with the consumer world. As your business grows, it adapts, shapes, and develops in the minds of the consumer and in line with your strategy.<\/p>\n\n\n\n

    Whether you’re Alphabet Inc, a billion-dollar unicorn, an SME, or a self-funded startup, a branding workshop gives that development direction and focus.<\/p>\n\n\n\n

    As a start-up, it will help you find your audience, communicate your message and ensure a product-market fit that will keep your<\/strong> business trading<\/strong>.<\/p>\n\n\n\n

    Further down the line, it can be the difference between a business that survives and one which thrives. A solid strategy helps harness emotional connections that build a community around your work and brand guidelines ensure consistency across all customer touchpoints.<\/p>\n\n\n\n

    Brewdog<\/u><\/a> went after the rebellious spirit of the youth, Finisterre<\/u><\/a> went after the eco-conscious.<\/p>\n\n\n\n

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    \"Finisterre<\/figure><\/div>\n\n\n

    For global corporations, a strong visual and linguistic identity not only enables you to stand out above the competition but allows you to scale and launch sub-brands<\/strong> that make sense to the consumer – Audible<\/u><\/a> is an excellent example of this from Amazon.<\/p>\n\n\n\n

    Fun fact \u2013 Amazon actually started as an online bookstore.<\/em><\/p>\n\n\n\n

    It’s also your chance to go above and beyond profit, influencing the world in a tangible way.<\/p>\n\n\n\n

    Tesla<\/u><\/a> uses its brand to drive an electric future, TOMS<\/u><\/a> looks to ensure all 8 billion of us have a pair of shoes and Airbnb wants you to feel at home<\/a> anywhere in the world.<\/p>\n\n\n\n

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    \"branding<\/figure><\/div>\n\n\n

    For good, or for bad, how brands act shapes our cultural landscape. Anybody driven by anything other than making a profit should look to a branding workshop for direction and growth<\/strong>. And guess what, if you are just driven by profit, it’ll help you too.<\/p>\n\n\n\n

    How do you know you need one?<\/strong><\/h2>\n\n\n\n

    If you answer yes to any of the following questions you might just benefit from starting your brand strategy journey.<\/p>\n\n\n\n