How To Run Stress-Free Brand Strategy Workshops
Our approach to facilitating remote and in-person workshops, with no post-its in sight!
This post has been further explored in our Brand Strategy 101 resource.
What is a brand strategy workshop?
Running a brand strategy workshop is not a mythical process. With any client-service provider process, the key is to be well prepared and take your time.
The goal of the brand strategy workshop is to create the perfect environment for asking the right questions to the right people, facilitating open discussion, and building out the brand’s long-term vision.
Remote vs in-person
Remote workshops are now our go-to choice as we regularly facilitate workshops in the USA and Europe from our office in Hong Kong. To facilitate the workshop we use screen sharing video calls or a traditional in-person presentation. The convenience and focus that video calls now allow create the perfect environment for the workshop.
Traditional video call software that allows screen sharing such as Google Meet, and Zoom work very well.
Digital whiteboards such as Miro, and Figma take collaboration to the next level allowing better collaboration but not totally necessary as the facilitator will be sharing their screen and approach.
Whether remote or in-person, we recommend including stakeholders of various levels, positions, and specialities within the organization. This sets a platform for a diverse, honest, and meaningful dialogue.
Brand strategy workshop method
Time will depend on the size and stage of the organization. In order to ensure the process is not rushed, we allow two sessions of two hours per session over two days. We split the workshop over two sessions to allow the first to be the discovery, and the second as the review.
Session 1 — Discovery
We run through the entire framework during the first day with the stakeholders. Following the workshop, without the stakeholders, we then write up our findings into the deck, reviewing and iterating on the ideas.
The first part of the brand strategy process is to dive deeply into your organization to uncover your DNA, vision and core values, and develop these into your compelling brand purpose, promise and mission.
During interviews with key stakeholders, we get to know the company and begin to build out our design brief.
The first session allows us as facilitators to ask questions, and create space for dialogue.
Session 2 — Review & iterate
The second session lets us run through the whole framework with the team, critiquing, editing, and adding to what we discovered on day one.
As facilitators it is at this point we step up our diagnosis of the current brand, and take the team through the core values, culminating with our proposals for the brand’s mission statement.
Rather than questions of the first session, the second session uses our observations, and critical analysis to initiate dialogue. The brand strategy workshop is still in flow and requires movement, so we might go back and forth through the framework with the team, editing, observing, and talking until we reach mutual agreements.
The goal for the second session is to reach the finalized core values, personality, and mission statement.
Learn about our brand strategy framework.
Brand strategy tools
There are three core tools required for any brand strategy workshop:
Brand strategy template
The brand strategy template is the core framework that we follow through the brand strategy workshop. The customizable PPT/ Keynote template allows real-time editing while taking centre stage during the workshop. The screen-shared brand strategy template is the focal point of the workshop. View our brand strategy templates.
Brand archetype cards
Brand archetype cards are a great resource to send to the workshop participants ahead of schedule so they can start familiarising themselves and considering the personality of their brand. Included in our brand strategy workshop.
Worksheets
Printable worksheets are another great tool that allows the participants to take notes along the process. These can be scanned and sent to the facilitator after the first strategy session.
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About BrandWerks —
BrandWerks is a design resource company focused on advancing the practice of brand strategy.
We know that brand strategy can be a difficult beast to master. We create brand strategy templates and resources that help designers, agencies, and brand strategists master brand strategy.
Our tools are actionable and fully customizable and founded in a commercial approach that helps guide you and your clients through the process.