The essence of branding:
Marketing Strategy
Where is your organisation today. We look at your marketing strategy and how it is aligned with your business objectives. An introduction to the sessions; the ground that will be covered and the expected outcomes.
Positioning
The vital component that underpins every brand strategy. Taking over the “word” space that encapsulates a brand. This session includes an interactive practical exercise on what is “on brand” and what is “off-brand”. The exercise is fun, engaging and very challenging in terms of the conclusions that are arrived at. No one can engage with this exercise without recognising the organisations brand. This is the pre-cursor to covering the Brand values in the second workshop.
Branding
The theory of branding and the importance of consistency. A discussion round with carefully chosen examples, on the principles of branding, why branding matters and the difference it can make to an organisation.
Branding case studies
Case studies - what makes a good brand and what doesn’t. This session concludes with an exercise whereby participants are tasked to come to the next session with a response to the question “what brand do you admire most and why”. Participants are asked to provide written answers for the Day Two workshop.
Day Two
Living and managing the brand values
Favourite Brands
The workshop begins with a run through of the brands that the participants admire most and why. This helps us to understand what works in branding and why we admire and respect certain companies.
Bringing your brand values to life
What are your organisations brand values and what do they really mean? A facilitated “break out” session to ensure that there is a clear understanding of the current values and their underlying definition and meaning. Only by knowing these brand values intimately will we be able to “live the brand”.
The world of your current market
A presentation on your current marketplace and the competition to interest and inform the audience. This is held at this time to help stimulate ideas for the branding “Hot Seat” session.
The branding ‘Hot Seat’
The final exercise is a commitment exercise that provides the forum for each individual in turn to sit in the branding ‘hot seat’ and give feedback on the ways in which they intend to “live the brand” with specific examples. The final part is a “Commitment Round”. This is a commitment made by participants to the whole group regarding these ideas, what they intend to introduce and what they want in terms of support from the rest of the group.