What is a Brand Workshop?

A brand workshop is a collaboration between key business personnel and brand strategists to identify, define, and refine the strategic direction of internal and external brand touch points.

Brand workshops play an integral part in setting the direction of a brand. Typically held after extensive research and discovery, the workshops are multi-day explorations of collected data and alignment on strategic vision for the brand. 

Brand workshops are highly interactive and normally directed by a 3rd party branding agency in order to reduce subjectivity around potentially touchy subjects. The workshops are part of a larger brand intelligence process and can be anywhere from 1-5 days dependent on the size, maturity, and tenure of the business. 

5 Common Types of Brand Workshops

When exploring the right type of brand workshop for your business, it's important to structure them with brand goals in mind. Brand goals are generally agreed upon as part of a larger brand intelligence effort.Below we explore the 5 most common types of brand workshops, what goals may lead to running the workshop, and what to expect during the workshop.

Brand Workshop

The brand workshop is focused around defining the brand and its internal and external persona. This single day workshop is designed to determine the 'True North' of the brand while setting intentions for the brand strategy, the brand essence, brand values, business goals, and how each interact. 

Consumer Focused Brand Workshop

The consumer focused workshop is a single day event to audit and unpack existing and potential target audiences in order to develop strategic buyer personas. Key data used in this development will be demographic, psychographic, and behavioral data collected during the brand research and discovery phase of the overall strategy. 

Brand Experience and Touchpoint Workshop

Single day exercise to audit, document, and refine the buyer's journey and the experience touch points a customer has with a brand. This workshop is critical for any brand looking to increase their customer lifetime value and create a cohesive customer experience. 

Brand Content Workshop

The brand content workshop analyzes current content availability, viability, and gaps. As a single day workshop, the team works to align on a brand messaging platform then segments content into top, middle, bottom, and cyclical content buckets. Using a SWOT system, we are able to identify content needs with a prioritization score of highest impact : lowest effort and map production needs to this matrix. 

Brand CRM / ERM Workshop

Single day workshops are used to identify and refine both customer and employee interactions with the brand. We define how these interactions are recorded to CRM and ERP environments and set the precedence for customer satisfaction scoring, NPS scoring, and employee retention. 

What does a Brand Workshop Agenda look like?

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Who should attend a Brand Workshop?

Stakeholders from the organization which pertain to the workshop topic. We encourage a mix of executives, managers, and production folks to keep the input and output relevant throughout the organization.

We often see good results from cross functional departments joining workshops as well. For instance, including sales and/or customer service representatives in a content workshop will almost always expose unique opportunities to what are normally marketing controlled exercises. 

How much does a Brand Workshop cost?

A single day brand workshop will cost between $5-$10,000 dependent on the firm running the workshop and how many attendees are present from the business. 

Representatives to expect to be present from the firm will include a Director of Brand Strategy, a Brand Strategist, a Creative Director, and an Account Manager or mediator for the day. With larger groups (over 20 people) you may see more strategists present in order to keep the flow of the workshop sustainable. 

What are good questions to ask during a Brand Workshop?

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