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Brand strategy workshop - How to differentiate in a sea of sameness

Your brand is the soul of your business. It is what differentiates you in the market, creates a connection with your customers, and drives your business growth. We understand the power of branding, and we want to help you unlock it.

At our workshops, we don't just teach you about branding - we empower you to harness its power to drive your business forward.

Our approach to branding is strategic and comprehensive. That's why our workshops cover everything you need to know about brand strategy and how to execute it. We delve into the big questions that define your brand, such as who you are, what you stand for, and how you can differentiate in the market.

Join us for an exclusive, immersive brand strategy workshop designed to elevate your brand above the competition.

Note: if you're ready to transform your brand, differentiate, and connect deeply with your audience, our workshop could be the perfect fit for you.

We can explore how our tailored, results-oriented approach can help you craft a powerful brand strategy that drives success, get in touch today.

Why choose our workshop?

So what truly sets our workshop apart? It's our unique blend of industry expertise, creative innovation, and customer-centric approach. We leverage cutting-edge brand theory and design thinking to simplify your brand's personality, proposition, and narrative.

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Spearheaded by experts

Our workshops are designed and led by our Creative Director, Alex Colley. Known in the industry as a creative leader, Alex has worked with some of the most renowned luxury brands in the world such as Cartier, Porsche, Formula 1 and Westfield. His expertise and insights are at the heart of our workshops, providing you with a unique opportunity to learn from one of the best in the business.

Our agency works with a number of senior, very experienced brand strategists, one of which will lead the workshop.

They have been taught under Marty Neumeier who has written numerous books on the subject of brand strategy and have helped facilitate many successful brand strategy workshops for the likes of Steve Jobs at Apple.

Having a dedicated consultant for brand strategy is invaluable. Our consultants brings a wealth of experience from diverse industries, offering a bespoke approach tailored to your brand's unique needs. Drawing from global brand successes and innovative strategies, they are equipped to navigate your brand towards distinction and resonance with your audience. Partner with us, and let our brand strategy consultants illuminate the path to your brand's success.

Developing your brand strategy: creating a strategic roadmap

A well-defined brand strategy is important because it serves as a roadmap for your brand, guiding all your branding efforts and ensuring consistency across all touch points. We'll help you outline the steps you need to take to express your brand's essence, connect with your target audience, and achieve your business goals. This roadmap will serve as a guide for all your branding efforts, ensuring that you stay on track and maintain consistency.

Developing your brand strategy is a collaborative process, and we're here to guide you every step of the way.

Pre-workshop preparation

To ensure that our workshop is as productive and effective as possible, we require some preparation work to be completed beforehand.

This preparation allows us to gain a deeper understanding of your brand and your business, ensuring that the strategies and insights we provide are relevant, actionable, and effective. Here's what we require:

Brand discovery questionnaire

Before the workshop, we'll provide you with an in-depth Brand Discovery Questionnaire. This questionnaire covers various aspects of your brand, including stakeholders, existing brand, culture, business model, products & services, audience, marketing & promotion, competition, and inspiration. Your responses will provide us with valuable insights into your brand and your business.

Stakeholder interviews

We'll conduct a number of stakeholder interviews to understand your brand vision and the current state of your business. These interviews provide us with a deeper understanding of your brand from the perspective of those who know it best.

Customer interviews

With your permission, we'll conduct customer interviews to understand the current sentiment towards your brand and gain audience insight and perception. These interviews help us understand your brand from your customers' perspective, providing valuable insights into their needs, desires, and current perception of you.

Market research

We'll conduct in-depth market research to understand how you can differentiate in the market. This research provides us with a broader understanding of the market landscape, helping us identify opportunities for differentiation.

Preparation is key to a successful workshop. By completing this pre-workshop preparation, you'll ensure that you get the most out of your investment.

Full day workshop structure

We maintain a flexible approach to our workshop structure. We believe that a one-size-fits-all approach doesn't work when it comes to brand strategy. Here's our typical structure for our full day workshop.

Please note: Any changes to the workshop structure will be discussed and agreed upon with you beforehand, ensuring that the workshop meets your expectations and delivers the results you're looking for.

Part 1: Our Purpose

The first part of the workshop is designed to answer the question, "What is our purpose?" We'll work collaboratively to create a purpose statement that describes why your brand exists beyond making money. We'll also help you craft your vision and mission statements to clearly define the meaning you want your audience to attach to your brand.

We will collaboratively create a purpose statement which does not describe what you do; but describes why you do it.

Unearth your brand's essence

Every brand has a unique DNA - a core essence that defines its purpose, vision, mission, and values. This essence is what sets your brand apart from the competition and resonates with your target audience.

Unearthing this essence is the first step in our brand strategy workshop, and it's a journey we embark on together.

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Purpose: why do you exist beyond making money?

Consumers are looking for more than just a product or service. They're seeking brands that have a purpose beyond making money. During our workshop, we'll work together to define your brand's purpose - the reason why your brand exists.

This purpose is not about what you do, but why you do it. It's about the difference you want to make in the world and the value you bring to your customers.

Vision: what difference are you going to make?

Your brand's vision is the difference you aim to make in the world. It's the future you envision because of the work you do. During our workshop, we'll help you craft a compelling vision statement that paints a clear picture of your brand's future. This vision will serve as a guiding star, informing your strategic decisions.

Mission: what will you need to do for your vision to be a reality?

Your mission statement is a clear and concise declaration of your brand's core business activities, its approach, and its overall goal.

It outlines what you need to do for your vision to become a reality. In our workshop, we'll help you create a mission statement that aligns with your brand's purpose and vision, and resonates with your target audience.

Brand core values: what are the central beliefs that guide your actions?

Your brand's values are the core beliefs that guide your actions and decisions. They're the principles that your brand stands for, and they play a crucial role in shaping your brand's culture, customer experience, and public perception.

During our workshop, we'll help you identify and articulate your brand's values, ensuring they align with your purpose, vision, and mission.

Part 2: Our audience

The second part of the workshop is designed to answer the question, "Who do we serve and why should they care?" We'll delve deep into the type of person your brand is built for, defining your ideal audience persona, reviewing the customer journey, and identifying the values you share with your customers.

Defining your ideal customer

Who is your brand built for? During our workshop, we'll help you define your ideal customer persona. This includes understanding their demographics as well as their psychographics - their needs, desires, motivations, and behaviors.

Understand your target audience

Knowing your audience is the key to creating a brand that resonates and builds lasting relationships. Our workshop is designed to help you gain deep insights into your customers, understanding who they are, what they need, and how your brand can meet those needs.

With our help, you'll gain a deep understanding of your target audience, enabling you to create a brand that truly resonates with them and meets their needs.

Identifying your differentiators

What makes your brand unique? What do you do better than anyone else? These are your differentiators - the unique attributes or features that set your brand apart from your competitors. During our workshop, we'll help you identify your differentiators, brand positioning, and articulate them in a way that resonates with your target audience.

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Uncover your value proposition

Your value proposition is a clear, compelling statement that explains how your brand solves your customers' problems, delivers specific benefits, and why you're better than the competition.

In our workshop, we'll work with you to craft a powerful value proposition that communicates your unique value and makes a compelling case for why customers should choose your brand.

Understanding your customer's journey

Your customers' interactions with your brand form a journey. We'll help you map out this journey, understanding the touch points where your customers interact with your brand and the experiences they have at each touchpoint.

Aligning with your customers' values

Your brand's values should align with your customers' values. We'll help you identify the values you share with your customers, ensuring that your brand resonates with them on a deeper level.

Part 3: Our personality

The third part of the workshop is designed to answer the question, "How will we show up?"

A brand is more than its products or services - it's a story. A compelling brand narrative can captivate your audience, build emotional connections, and foster lasting relationships. In our workshop, we'll guide you in crafting a powerful brand narrative that truly resonates with your audience.

We'll help you define your brand personality and archetypal character. Using principles of universal storytelling, we'll think of your brand persona as a relatable human character in your customer's story and define your role in their lives.

Review & selection of primary archetype

Your brand's archetype is a universally understood symbol or term that embodies a specific set of values and characteristics. We'll help you select and align your brand's personality traits with its archetype, ensuring consistency and resonance.

Identify key personality traits

Brand personality is more than just a list of adjectives. Your brand's personality traits are the characteristics that define how your brand behaves and communicates. They make your brand relatable and unique, helping you connect with your audience on a deeper level. In our workshop, we'll guide you through the process of identifying your brand's key personality traits.

Creating an authentic narrative

An authentic narrative is one that aligns with your brand's purpose, vision, mission, and values. We'll work with you to co-create an informed, authentic narrative around your brand's new visual identity. This narrative will not only define your brand but also serve as a guide for all your branding efforts.

Connecting with your audience

A powerful brand narrative is one that resonates with your audience. We'll help you craft a narrative that speaks to your audience's needs, desires, and aspirations, building a deep emotional connection that fosters loyalty and advocacy.

Delivery & timeframes

The workshop will be delivered by our Creative Director, Alex Colley, and supported by senior Brand Strategists. The timeframe for a typical one day workshop is six weeks, which includes two weeks for interviews and research, one day for the workshop, two weeks for the delivery of the playback book, and one week for refining the playback book.

Our workshop structure is designed to be flexible and adaptable to suit the needs of your business. We believe in the power of collaboration and co-creation, and we're committed to working with you every step of the way to create a powerful, effective brand strategy.

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Workshop investment

Investing in your brand is investing in the future of your business. Our brand strategy workshop is designed to provide you with the tools, insights, and strategies you need to build a powerful, effective brand.

The investment covers the full scope of the workshop, from the initial discovery phase to the final delivery of the playback book. It also includes all the materials, resources, and tools used during the workshop.

We not only have the one day workshop but we run a 3 day strategy at speed which can reduce to 5 weeks and a 5 day strategy that can reduce to 3 weeks so get in touch for us to explain the process and fees.

What's included

Your investment includes a comprehensive brand strategy playback book. This book depending how intensive we go can include your brand purpose, vision, mission & values, audience personas, brand archetype & personality, and brand manifesto, differentiators, proposition, big idea & narrative.

It serves as a valuable resource for your team, providing a clear and consistent guide for all your branding efforts.

For an additional investment with your brand identity, we can also include:

• Brand guidelines detailing how to consistently use your new identity.

• Logo design provided in multiple variations.

• Website home page concept above the fold (the view as you land).

• A brochure cover design.

• Branding guidelines detailing how to consistently use your new brand identity.

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Payment terms

We require a 50% deposit before we start the research and brand strategy audit and schedule the workshop(s). The remaining 50% balance is due before we deliver the workshop.

You have to see this as an investment in your brand for the next 25 years. It's an opportunity to gain valuable insights, develop a powerful brand strategy, and position your brand for success. We're committed to providing you with the best possible value and helping you create a brand that truly stands out.

Facility requirements

To ensure a productive and engaging workshop, we require a specific setup. We need a room spacious enough to allow for collaborative activities, including attaching post-it notes to a wall, using a whiteboard or flip chart, and presenting a slide deck via a laptop (e.g., via HDMI).

The space should also be conducive to group work, as some tasks will require us to split into smaller teams. This setup fosters an environment of creativity and collaboration, essential elements in our workshop.

Remember, the space in which we work can significantly impact the workshop's outcome. A well-prepared environment encourages open communication, creative thinking, and effective collaboration, all crucial for crafting a powerful and effective brand strategy.

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Get in touch today to begin a branding workshop

By choosing our workshop, you're not just choosing to learn - you're choosing to transform. You're choosing to rise above the noise, push boundaries, and create a brand that truly stands out.

We also understand that every business is unique, and so we tailor our workshops to suit your specific needs. Whether you're a startup looking to make your mark or an established business aiming to redefine your brand, we can help.

So, join us, and let's embark on this journey of brand transformation together.

This article is written by Alex & Brandon of ikon | We are a boutique branding & creative agency – but not in the traditional sense. We hand-pick a team from our experienced creatives to suit each project, delivering a personal and bespoke service. Alex is always the lead contact every step of the way and our clients include the likes of Cartier, Westfield, Porsche, & F1.

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