What's up brand builders Stephen Houraghan here at BrandMasterAcademy.com and in this video you're
going to learn the top brand strategy workshop structure and exercises for success so you can
build a workshop system to collaborate with your clients and build brands with them not for them
now if you're new to the channel and you want to build brands that go beyond the visuals on the
logo using strategy psychology and creative thinking and you're in the right place hit
that subscribe button and the notification bell if you want to fast track your results
make sure you grab the pro brand strategy blueprint it's a free download and the link
is in the description now i created a video recently on what brand strategy workshops are
if you haven't seen that i'll leave a link in the description below and you can check that
out but in summary a brand strategy workshop is a collaborative meeting between the brand strategist
and the leadership team to collectively extract the ingredients for the development of the brand
now when the client understands what they're building and why they're building it
and then they have the platform to be involved in the development of that brand the end result is
more rounded and the client is more invested in the outcome so in this video i want to show you
a structure that you can use to develop your own brand strategy workshop framework brand strategy
workshops tend to be broken up into three stages which are pre-workshop prep workshop delivery and
post workshop so let's take a closer look at each one of these stage one is pre-workshop prep now
this is the preliminary stage and it's all about getting the workshop prepared not every workshop
is the same different clients have different needs and not all require or respond to the same thing
workshops are customizable with adjustments made to considerations such as time the session length
the exercises remote or in-person workshops or attendees as well now the preliminary stage also
provides an opportunity for strategists to do their homework with some preliminary research
so they understand their client a bit more they understand the target audience the competitive
landscape of the market and they go in armed with that knowledge stage two is all about workshop
delivery so this stage is the meat on the bone of the workshop process it's the collaboration
between the strategist and the leadership team to extract those ingredients needed
for that strategy development workshops differ depending on the strategists their processes
and their philosophy as well some strategists get right down to business with the exercises and the
questions and get right into that without really any explanation or any pre-framing but others take
the time to educate their clients on the elements of the brand that they're building for them and
why those elements are so important but regardless of processes or philosophies the workshops exist
to extract that knowledge that is the reason that they're there and they are there to get those
perspectives and ideas from the client so that the brand is developed from a place of understanding
and a place of the client's perspective and this is done through strategically developed exercises
and questions posed to the clients which are designed to draw out that relevant information
and to align the leadership team as well on their shared challenge and then stage three
is all about post workshop and deliverables so the final stage of the workshop process is used
to take the information gathered in the workshop to go out there and develop the brand
strategy so first off the strategist distills the findings from the workshop to give to the client
and this ensures that everybody is on the same page and that everybody's agreed on the output
that was produced within the workshop then using that workshop output the strategist then goes on
to develop the foundation of the brand then using the workshop output as the foundation
the brand strategy is developed out into a final delivery document for the client if there are any
further agreed deliverables along with the brand strategy then these are also developed within that
phase as well let's have a look at some of the key brand strategy elements that are covered within
the brand strategy workshop now there are many different strategic elements that make up the
structure of a strategic brand and there are certain key elements where it is most important
to gain that knowledge from the client to gain their perspectives and the perspectives of the
leadership team now the bulk of the workshop focuses on extracting the information from
the client related to the following strategic branding elements brand substance so the substance
of the brand is the internal beliefs ambitions commitments and behaviors that the brand will use
as a guiding compass for decisions and actions so you might have heard of these elements before they
include your brand substance your brand vision your brand mission and your brand values now each
of these elements are very personal so it's really important that the information comes from
the leadership team they are guiding principles that will guide the brand long term and are
really developed from who the brand leadership team is what they hold dear what they believe in
where they're going to go what they want to be remembered for in the market and how they want
to behave in the market so again this is very personal to each and every brand so it's really
important that this is derived from the leadership team the next element is audience profiles now
without a doubt the audience is the most important consideration for the development of any brand and
that's why this section takes most of the time by uncovering demographics
psychographics goals challenges emotions profiles are developed for the target market segments
that the brand will prioritize so depending on the brand there may be multiple market segments
and multiple audience profiles but again this is the most important section taking the time
to gather that information about who the audience is because everything is developed
out within the brand strategy from who that audience is the next element are the competitors
so the workshop is also a platform to understand the competitive landscape and gain insights
and ideas about the positioning strategy for the brand so by identifying the main competitors their
strengths and their weaknesses the brand is much better positioned to find a unique way to resonate
with their intended audience the next element is the differentiation strategy so this is where
the rubber meets the road in terms of strategic thinking so with an understanding of the audience
and a bit of clarity on the competitive landscape and the opportunities that exist in the market
perspectives and ideas are shared around the most compelling reason to provide the audience
to choose their brand over their competitors and then we have the brand persona
this element brings the brand to life with human traits and characteristics into a human brand
persona so the information that is extracted from these exercises really brings a sense of
tangibility about the brand and provides direction in how the brand will communicate in the market so
this is the structure of a brand strategy workshop and the main elements that you need to consider
for yours but remember a brand strategy workshop is simply a collaborative meeting
between the strategist and the leadership team when you know what you need to extract you simply
need to structure your sessions your questions and your exercises to do exactly that the more
structured and granular your workshop the better the output and the end result will be if you want
to learn more about the questions you need to ask within your brand strategy workshop then
this video will help you out until next time brand like a master and I'll see you in the next video
you