The best thing you can do is try your best to read the room and try to adapt your activities to the group you have. Remote workshops are a bit different, because you have a lot less control over external distractions.
What are Jung’s 4 major archetypes?
For Jung, our primitive past becomes the basis of the human psyche, directing and influencing present behavior. Jung claimed to identify a large number of archetypes but paid special attention to four. Jung labeled these archetypes the Self, the Persona, the Shadow and the Anima/Animus.
And the tone of voice should be used consistently across all communication channels, to allow the audience to familiarize themselves with your brand as if they’re talking to a human being. Ok, so we’ve created your positioning statement, and now let’s prioritize awareness goals, so that we can start acting upon your positioning and ultimately get people to know you. Now, since we’ve created the overall target audience profile, now let’s analyze your marketplace to find your differentiator and write your positioning statement. Ok, so once you’ve created your vision statement, now let’s define your core values and philosophies. Ok, so once we’ve found your brand purpose, now let’s look into the future and define your vision. PS. Learn how to sell brand strategy to your design clients in my other article. Whether you are a designer who wants to become a brand strategist or an entrepreneur interested in brand building process—this is the ultimate guide to brand development strategy in 2021.
Brand identity is also not the same as visual brand identity, even though marketers sometimes confuse the two. If you want to scale growth, you need to master the creation of a brand identity that begins before a customer knows you exist. A solid brand identity can be the critical groundwork for developing customer loyalty and retention, which can be a huge competitive advantage. Defining a brand identity isn’t a “fluffy” exercise with little measurable returns. You could work with a branding agency for a richer — and more expensive — process, which could achieve more granular results.
During the discussions throughout the workshop, there should be a colleague that captures all key insights that come up. Write them down on sticky notes or paper that you can hang on the wall, noting the undesired and desired attributes. We ended up using two different colored sticky notes, one for insights about the current brand, and one for discussions about where the brand should be going. Also, keep a tally of the number of times certain words or phrases are repeatedly mentioned or agreed upon by multiple participants.
Now, once we’ve done that, remember to write the positioning statement in the main Strategy Worksheet. Now, we need to get to know your target audience in order to resonate with them. So let’s jump right into the first exercise bookkeeping in the positioning section of our strategy, or the 4th exercise overall — which is your Target Audience. That’s why we need to start with getting to know your audience first, so that we can understand and resonate with them.
Learn how to run brand strategy workshops and build successful brands, the strategic way. The work we do leading up to the workshop and the workshop itself are both part of our discovery. For brand identity projects, our discovery is all about capturing the brand’s vision and voice, and we include all the client stakeholders in the effort. Our rule of thumb is that a stakeholder is anyone who will have some sort of say in the approval of the final product. The number of people who want to do actual brand building is very small.
During a workshop, a designer leads the client through the brand strategy process. Essentially, this is a time of researching the client’s business, its product/service offering, its customers, and its competitors. Ultimately, all of these insights are woven together to create a compelling brand strategy. Companies that choose to invest in their brand with a design agency should expect a strategic approach to the branding process. It’s best if a brand strategy is developed in collaboration between designer and client. One way that this can occur is by holding a branding workshop.
What Brands Do You Admire?
Brand Strategy WorksheetI’ve also prepared GIF animations that will help you understand the sequence of each exercise. A one-pager that consist the final outcome of each of the 9 branding exercises. While I don’t think this guide will put me out of the branding game, I do hope it will put you on. Come back together and choose a spokesperson to present to the group. A stack of sticky notes with one personality adjective written on each in permanent marker. Fill them with all sorts of adjectives that could be used to describe someone’s personality — good, bad, and neutral. For example, you might include optimistic, mischievous, and judicious.
When the workshop is complete, our agency will have everything it needs to develop your brand. A workshop allows your team to visualize and discuss what your aspirational brand will look and feel like. Typically led by a marketing agency, brand workshops are designed to peel back the layers of your organization to reveal your brand’s essence. While voice is akin to a brand’s personality, tone is how that personality changes depending on the situation. This exercise helps the team discuss that by taking one brand voice attribute, adding in a scenario, and seeing if it changes.
From the logo you choose, to the color scheme of your website to the graphics you choose to display and even the font you use on your business cards. All of this represents the design of your brand, so make sure to take this into serious consideration. Remember, you want to use your voice and convey your brand personality consistently. Time to put your internal and external position together and create a brand persona!
👉 If you need more clarity on this, dive deeper into how to run a brand strategy workshop. If you’re looking for ways to prepare for it, check out our previous article where we discussed the best practices for running a successful brand strategy workshop. To provide your team with a clear way to talk about your brand, we’ll collaboratively develop your brand position statement. Our brand workshop is a collaborative experience designed to help you create a more cohesive, consistent, and complete brand.
Fun Brand Workshop Exercises That Deliver The Goods
It outlines your brand values, shows concrete ways those values present themselves, and anchors your brand relative to others in different spaces. A product might be easy to use, but it doesn’t mean the brand should make ease one of its core values. Ask everyone to write down words or phrases on their blank piece of paper to describe how the user might be feeling before they interact with your content. For example, when they arrive on your website, how are they feeling? When the time is up, take turns going around the room and reading each sticky note out loud and adding it to an empty wall. The cards are grouped into 10 main styles that represent today’s cutting edge in the design world.
How do you build a strong brand?
How to Build a Brand People Love 1. Discover the purpose behind your brand.
2. Research competitor brands within your industry.
3. Determine your brand’s target audience.
4. Establish brand mission and vision statements.
5. Outline the key qualities & benefits your brand offers.
6. Form your unique brand voice.
We’ve successfully storyboarded, mapped personas, and developed service design blueprints, all remotely, all in collaboration with clients. That’s why I can reassure you, from a company that’s worked remote-first for some years now, that remote creative collaboration isn’t just possible – it can be really effective. You just need to have proven process, the right tools – and a good idea of what you’re doing. Lots of people think they can’t draw and might find sketching intimidating. But everyone can, certainly well enough for UX design workshops.
What Is A Brand Identity, And Why Do I Need One?
To find your target audience, take a look at your primary customer and figure out their problem, and offer solutions. A clear understanding of your brand’s position will give you a competitive edge. To achieve this, a clear audience must be established so that you adjust your brand’s design to be more appealing. When establishing your brand values, you want to be very clear and stand out from your competition. You can figure out your brand values by asking yourself, “How do I want to be perceived by the public? When your brand genuinely aligns with a cause or reason for being, it will attract a dedicated following. By giving people a purpose and reason to feel inspired, you keep them coming back to your brand.
Each card had 1) the name of the archetype, 2) what the archetype personality is, and 3) companies that embody the archetype. Once all the participants had read through the archetype cards, we asked them to pick one that they felt strongly resonated with where our brand is currently and pin it to the board.
Here I describe a simple branding exercise I’ve used and evolved with the companies at Expa with success. It can help your team get into alignment and articulate the core attributes of your brand. The output will enable designers to define how it looks, writers to how it speaks, and for any vendor or team member to make coherent decisions by themselves. And it won’t cost you more than two 90-minute sessions and a few dozen sticky-notes.
- This 200-card deck will help you lay it all out on the table – literally!
- This way, the remaining phases–where you craft your messaging and logo–are based on those unique characteristics.
- These strategic thinking questions are a starting point, however, to imagine a range of potential disruptions.
- This first exercise is very important and helps establish a baseline for the rest of the workshop.
- Growth is a 6-part engine, and there are six levers that must all operate at peak efficiency for a brand to outgrow their competitors.
You could be smart but not complicated, simple but not boring, or transparent but not chatty. Once you make your list, make sure to get it in the hands of your team — especially those in charge of your content and messaging. The more your voice is dictated by these decisions, the more clear and cohesive your brand will be. Companies have started focusing on the brand instead of just the trademark, which meant more time and effort could be put into messaging, content and imagary. Your brand’s voice should sound relevant to your buyer personas’ education level, language preferences, and tone. Use this “trust factor” as an important tool for defining why your brand is different, and building an appealing brand identity.
Before the workshop, the brand team created four large foam boards showcasing different aesthetics and stylistic choices. This first exercise is very important and helps establish a baseline for the rest of the workshop. To start, find a three-hour block where your stakeholders can join you. We found Friday mornings were the best since schedules were more open than any other day during the week. Once the meeting is scheduled, set expectations by telling them they don’t have anything to do in advance other than to be open-minded. They feel more engaged in the process and better understand why information is included or omitted.
Larger teams should be split into smaller teams working on the same challenge or separate challenges depending on your desired deliverables. A Design Sprint offers a transformative formula for testing ideas that works whether you’re at a startup or a large organization. Within five days, you’ll move from idea to prototype to decision, saving you and your team countless hours and countless dollars. Although there are four main types of libraries – public, academic, school and special – it was clear from the beginning that public libraries would be the primary inquirers of Intercept. A quick discussion identified the big decisions-makers – Library Directors, Tech Directors and Library Programming Directors – as the primary audience. Technologies and learning styles of the 21st Century have forced libraries to take another look at their business model.
To balance efficiency with plenty of variety, we decided to pick three different voices for each message type (that’s at least 18 messages per person). The overall feeling or emotional quality of a particular communication, including the mood, tenor, and temperament. For example, tones might be sarcastic, playful, serious, or sincere depending on what you want to say, the audience, and where the piece will live. The first tone exercise involves choosing adjusting entries a position on four sets of opposite words. To make these exercises effective, you’ll of course need to think about what sort of tone is aligned with your customers’ needs. But as long as you know who you’re aiming for and what they value, these exercises will help crystallize how you define that tone. Whether it’s a website headline, newsletter, article, social post, or error message, they all need to sound like they came from the same source.
Or simply think about those experience you hated — maybe the customer service was terrible or maybe the project wasn’t done on time. — I see often people choose random values that just sound “nice” or “noble”. Define your brand values and create a culture and driving force for what to stand for in the world. In terms of business metrics — what’s you company size, customer base, market share, lifetime value and so on. Brand Purpose exercise.Let’s start off by quickly explaining what brand purpose actually is and why you need it.
Those aren’t bad things, but they’re not differentiators anymore. If your team feels stuck talking in circles brand workshop exercises about brand voice, you can avoid arguing about tone and POV by playing a few brainstorming games.
There was no social media, so brands communicated with one-way broadcast messages in the form of advertisements. Now, let’s first list all the marketing initiatives that you can take to bring awareness — list them on the left side of the grid. And the goal of this exercise is to figure out what we can do to get people to discover you. Here, we’re going to brainstorm and prioritize how customers can learn about your brand. As a business you can do many different things, but as a brand you want to be known for ONE thing. You can find a list of sample positioning extremes in the book “This is Marketing” by Seth Godin.
The brand discovery survey asks, “What are the problems they face? ” Use the client’s answers to go deeper and brainstorm even more problems. As with the exercises of day one, the bulk of the work is done before the workshop begins. Refer to the list of competitors identified in the brand discovery survey and compile screen grabs of their websites and social channels. Use these to inspire the client or demonstrate approaches to avoid.
Author: Kim Lachance Shandro