Brand Identity Development Workshop Guide
This comprehensive guide provides step-by-step instructions for conducting a brand identity development workshop. It covers various aspects such as brand pillars, workshop facilitation, visual traits, brand story creation, and sensory/experiential elements. The guide includes activities like pre-activity questions, visual trait exploration, language development through storytelling, and creating a mood board for sensory experiences. It offers valuable insights for businesses looking to elevate their brand identity and effectively communicate their brand personality.
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BRAND PILLARS WORKSHOP FACILITATION KIT
BRAND Pillars Workshop Facilitation Deck
BRAND PROMOTION PRE-ACTIVITY QUESTIONS If your brand had a client/customer issue, how would your brand s personality handle it? What language would it use? What scent do you associate with your brand s personality traits? How would your brand feel if a customer held it? What would that customer expect to touch, given their knowledge of your brand s personality? What combination of textures communicates your brand s personality? How would your brand taste? Brand promotion is different than sales promotion. It is the identity system and structure you use to communicate your brand s personality. Where do people see your brand? How does your brand distinguish itself visually? Which colors evoke the emotions associated with your brand s personality? Where would your brand s presence feel out of place? 1 4
VISUAL Ask people in your target market what visual traits they associate with your brand. Collect the logos and fonts from your direct competitors. Print them out and put them on the wall. (You may want to divide typography and palette into two separate activities.) Determine which colors are most common. Is there a missed opportunity? Categorize the various styles and assign an attribute to each category. 2 4 Does any particular style match your brand s personality?
LANGUAGE Create a brand story to develop the language and syntax of your brand s personality: Have each team member use the following elements to write a 2-3 paragraph narrative about a day in the life of your brand: a story arc, a detailed event, and the brand s personality traits. Encourage creativity by emphasizing that there are no wrong answers. Here are some prompts for story ideas: Have each team member write on their own for 30 minutes. Bring the group back together to share their stories. Combine the most influential, authentic, and accurate language from all the stories. o Your brand attending a sporting event o Your brand going to an amusement park o Your brand hanging out with friends on Halloween o Your brand skateboarding for the first time o Your brand going out on a first date o Your brand going to the first day of school 3 4
SENSORY/ EXPERIENTIAL Create a mood board that represents the textures, sensual experiences, and overall look of your brand. Visit the stores and/or websites of your competitors. Note the lighting, layout, scent, music, and ambient sounds. Describe each experience, considering the following elements: o Speed and quality of general service o Speed and quality of service regarding issues and returns o First impression o Overall impression o Personalization 4 4
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