Branding Workshop
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The document outlines a 3-step workshop on branding: Step 1 provides a 30-minute overview of branding and marketing concepts, and framework for collaboration. Step 2 involves participants filling out brand squares to analyze their brand message, crafting an emotional brand message, and presenting a brand vision. Step 3 is about developing an engagement plan, mapping touchpoints to tell their story, scheduling marketing duties, and delivering consistent content across channels.
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Branding Workshop
- 1. The ABC’s of Branding: A Workshop blog.marcbinkley.ca @marcbinkley
- 3. Thank You Step 1 – Today with You • 30 minutes • Brief overview of Branding and Marketing • Provide a framework of collaboration to learn about you and your brand Step 2 – Creative Process • Fill in, compile and analyze your brand squares • Craft an emotional brand message – Start with Why, then How, then What • Present a vision for your brand that each stakeholder can be proud of and relate to Step 3 – Activation • Develop a capacity to listen for conversations about your brand and industry • Map out an engagement map to tell your story across multiple touch points • Diarize weekly marketing duties for the whole year with quarterly goals • Deliver valuable content with frequency and consistency across your core channels
- 4. Step 1 – Overview of Branding
- 5. Draw Your Ideal Customer Write 3 words they use to describe you
- 6. Start With Why – Simon Sinek What’s your purpose, cause or belief? Communicate from the inside out.
- 7. People Don’t Buy What you do, They buy Why you do it – S.Sinek Inside out – Inspired Communication Everything we do we believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We happen to make great computers, want to buy one? Outside in – Typical Noise We make great computers, they’re beautifully designed, simple to use and user friendly. Want to buy one?
- 8. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
- 9. “There is no such place as a market. A market is simply a group of consumers who share a common problem or desire. If you can show them that you can solve their problem, at a price they’re willing to pay – then you have a market” Len Potts
- 11. Step 2 – Creative Process
- 12. What You Do is the Proof of What you Believe • A brand is a promise wrapped up in an experience. So what’s yours? – Ross Smith, Mindshelf.com • Is the consumer experience consistent across all consumer touch points? • How do you want customers to feel about you?
- 13. Len Potts – 4 Tough Questions 1. Who are we talking to and what is their problem? 3. What is the one thing we want to say to them? 5. Why should they believe us? 7. How do you want them to ‘feel’ about you?
- 14. Branding Exercise • Fill in each of the Brand Squares with 10 words or less consider each of these – Consumers point of view – Your point of view – Your staff’s point of view • Have multiple stakeholders complete this task
- 15. Brand Squares - Keywords 1. What do you Do? 2. Who do you do it for? 4. Why do you do it better? 3. Why do you do it?
- 16. Developing a Positioning Statement • From the previous squares, identify key words • Use key words to craft sentences about your brand and your unique value to the client • Begin this sentence with why you do it, how you do it then what you do
- 17. Developing A Positioning Statement Why do you do what you do? How do you do it? What is it that you do?
- 18. Step 3 – Activation
- 19. Feel free to contact me @marcbinkley for personalized assistance on this phase