Branding Workshop

This workshop is designed to help you and your organization build your brand from within, using the energy and passion of the community of people who care about it most. You’ll learn how to marry timeless positioning principles with new community-building strategies and approaches only possible in the new digital world.

AN OPEN, COLLABORATIVE APPROACH TO BUILDING BRAND BY BUILDING COMMUNITY.

Do you dream of building a world-class brand? For organizations big and small, there has never been a better time to build a powerful, enduring brand—without the expensive advertising campaigns or huge budgets that were required in the past.

This workshop is designed to help you and your organization build your brand from within, using the energy and passion of the community of people who care about it most, both inside and around the organization. You’ll learn how to marry timeless positioning principles used to develop great brands for generations with new community-building strategies and approaches that are only possible in the new digital world.

Takeaway 1

Introduction: A New Kind of Approach for a New Age

Before the Internet, organizations had almost complete control over the brand they shared with the world. Today, with the Internet giving people louder voices and greater freedom to share their ideas, organizations no longer control their brands as much as they attempt to curate them. In this introduction, we’ll learn why great twenty-first century brands won’t be built by advertising agencies—they’ll be built by passionate communities of people working together.

Takeaway 2

Brand Research and Positioning Fundamentals

Great positioning and great brand stories begin with great research. In this section, we’ll learn how to conduct the research to help determine the ideal positioning and story for your brand. Then we’ll study the building blocks of good brand positioning, including how to test to make sure the positioning you develop is desirable to your customers and community, deliverable by the organization, and differentiated from the competition.

Takeaway 3

Desiging Positioning and the Brand Story

Using the skills we’ve developed in the first two sections of the workshop, we’ll embark on a series of collaborative exercises to help you develop an initial positioning prototype for your brand. Then we’ll learn the basics of good storytelling, and study the elements of a good brand story. Finally we’ll complete some exercises to help you get started developing the brand story for your organization.

Takeaway 4

Internal and External Rollout

It isn’t enough to just tell your new brand story to the world. You need to ensure people within the organization know how to live it. And you want to bring the external community along on the journey with you as well. In the final section of the workshop, we’ll explore ways to make the brand story and positioning come to life by truly engaging the internal and external brand community in the brand-building process.