Brand Pillars Workshop Facilitation Kit: Building Strong Brand Pillars
Utilize the Brand Pillars Workshop Facilitation Kit to engage in a brainstorming session aimed at defining and establishing your brand's vital statistics such as purpose, positioning, personality, promotion, and product. This immersive exercise will assist new companies, startups, or organizations undergoing rebranding in developing a robust brand strategy. By answering questions and working visually, you can lay a concrete foundation for your brand pillars, fostering a shared understanding of your brand goals among your team members.
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BRAND PILLARS WORKSHOP FACILITATION KIT
BRAND Pillars Workshop Facilitation Deck
OBJECTIVE Use this slide deck to facilitate a brainstorming session wherein you workshop ideas during the early stages of defining and building your brand pillars. A brand s pillars are its vital statistics (i.e., its purpose, positioning, personality, promotion, and product). This brainstorming session is an immersive exercise that helps you develop a comprehensive, enduring brand strategy. By dialoguing, answering questions, and working visually, you can lay a concrete foundation for your brand pillars. This workshop is ideal for new companies and startups as well as for already-existing organizations that are in the process of rebranding. If you re working on an existing brand, then it is essential to answer the questions in each section in order to find the opportunities that are missing from your current brand strategy. 1 6
OUTCOME You ll have a starting point from which to define your brand pillars or rebrand your current ones. Once you have thoroughly discussed your brand strategy and the brand pillars on which your strategy stands, your staff members will have a shared understanding of your brand goals. You will have a visual system that shows your basic brand pillars. 2 6
Why This Exercise Is Important You must understand the minds of your customers in order to develop a solid brand strategy. Engaging in such immersive, empathic thinking is the ideal preparation for brainstorming about your branding strategy and then testing that strategy. You create your brand strategy by making choices; you make those choices by having a productive discussion that yields collective insights and allows you to discover the appropriate direction for your brand. You develop a visual representation of your brand pillars to achieve the following: to help you and your team assemble an overall mental picture of your brand strategy; to enable you to make decisions from a high-level perspective; and to help you determine the perception of your brand that you want your customers to have. 3 6
WORKSHOP PREPARATION Materials Required Duration A ream of 11x17-size paper, a set of sharpies, and several packs of sticky notes A large blank wall in a room with plenty of space A collection of branding information concerning your competitors Access to members of your test audience Pre-workshop material collection (ongoing) 2-4 hours for each workshop segment Post-workshop reflection (ongoing) 4 6
WORKSHOP AGENDA Plan a full day or designate several two-hour working sessions over the course of a week. Select a workshop facilitator to keep activities on track. Assign a timekeeper to make sure the team stays on track. Designate a parking lot in which to place out-of-scope questions. For each activity, prepare the necessary materials, including pre-activity questions to get your team s creativity flowing. Once you and your team complete each activity, move on to the next activity s set of pre-activity questions, etc. The goal of a workshop isn t to reach some plane of perfection; it s to provide a creative space that stimulates your team s best ideas. It is imperative to workshop each activity in the following order: 1. Purpose 2. Positioning 3. Personality 4. Promotion 5. Product / Experience / Service Once you ve completed all activities (each in the necessary sequence specified), your team will have a solid foundation on which to build your brand strategy. 5 6 REMINDER: Be sure to document your wall-related activities, so you can apply your team s ideas to future branding work.
NEXT STEPS Completing this facilitation deck is the first step toward making branding workshops an integral part of your ongoing business activities. Timeboxing each activity allows you to make quick decisions concerning the development and outlining of your brand pillar strategy. After completing the deck, you can then take the time to review how your ideas relate to one another and discover any new associations that may appear. Now, you can organize future brand pillar workshops based on the new market-related, competitive insights you ve collected here. Test your ideas with stakeholders beyond your team in order to gain a fresh perspective on what you ve developed. Adjust your strategy using the feedback you receive. 6 6
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