We talk about:
Doing “story sessions” in order to learn more about the client, his story, and why he started his business.
That was really brand strategy in the workshop, so it became the brand workshop.
After implementing the brand workshop, clients trusted us more.
Doing your brand workshop physically. You need to see them and talk to them and feel the interactions.
Being physically there is an important part of the workshop.
If you’ve never done a workshop, do it for a friend or small client to make sure you’re comfortable.
The people in the workshop need to be the top stake holders and decision makers of the company.
Limit the workshop to around five people.
First, make sure everyone is comfortable and heard.
The whole brand workshop is from the customer’s perspective.
It’s about short sentences and keywords.
The brand workshop builds trust with clients.
There are six questions you can ask:
What are we doing, and how are we doing it?
What do we value the most?
What makes us different?
Who are we here for?
What is your personality like?
Why are we here?
You can wrap up the workshop with a positioning statement.
Important Quotes:
“The coalition of the willing.”
“You need more voices.”
“You will get some push-back.”
“There are no dumb answers.”
“The brand workshop is getting a sense of direction.”
“Today is the day we really get excited about a new direction.”
“Get a conversation going.”
“There are lots of ways to frame values.”
Stef Hamerlinck - Brand Workshop