Branding & Positioning Workshop

Trainer/Coach, Guru / Thought leader

4 hours

NL, EN

Sustainable Business,
Identity / Brand,
Creativity,
Innovation

Connect,
Inspire,
Dealing with change

Successful companies, brands, public organizations and products have a soul. Such a strong identity is rooted in a conviction, aspiration, view, insight, belief, mindset, special skill or thought process. It is that story that inspires both employees and customers, and that writer and storyteller Rogier creates live with all participants during the workshop.

For a business 2 business enterprise, public organization, charity or consumer brand to be successful it needs a recognizable and unique identity. A story with the right elements and associations that inspires people to choose it. A brand needs to choose a clear "position" in its own category in order to be relevant and distinctive. Because such an identity is the basis for strategic direction, the starting point in innovation and service development, all brand, marketing, communication and sales, and employee culture and motivation, including recruitment marketing in attracting talent.

In the workshop we will consider the whole brand story, and learn through dozens of cases every step and facet, big or small, which are necessary to have a strong and memorable brand positioning, identity and brand strategy. Broadly speaking, we cover Identity, Essence, Personality & Brand Story, each worked out in deeper detail, based on Rogier's experience with the positioning and communication of hundreds of companies, NGOs, governments, arts and culture stories, and educational institutions.

We ask ourselves: why do we exist? What do we want to accomplish? What are we good at? What culture does that require? What is our character? What is our social significance? How do we fill in sustainability? And do we communicate that? What does our logo and corporate identity convey? What is the big story? And its details? What is our position in our market? To arrive at that unique brand, we need to combine these key functional and emotional aspects of the organization. This forms the basis for an inspiring storyline. We always say:

"To be successful, you need to engage the heart as well as the mind".

Topics covered include: Brand Positioning / Brand Identity / Brand Essence / Brand Personality / Brand Appearance / Brand Communication and Brand Story.

The workshop provides the following deliverables:
● Improved vision, mission, function and purpose
● Improved position in the context of your market
● Improved values, culture, HR and recruitment
● Improved brand essence and inspiration for communication
● Improved story to stakeholders

The elements of the brand story we cover:
- Market: We look at the operation and relationship of markets, brands, products and segments,
- Segment: We look at the key laws of the product category and how they relate. This includes the creation of an entirely new segment.
- Vision: We develop a vision of how the category will behave in the future.
- Mission: Based on the vision, we formulate a mission objective with an emphasis on "doing.
- Ideal Recipient: What is our ideal image of this recipient of our brand communication?
- Insight/Need: The receiver of the message has a core need regarding the product that will cause the optimal click.
- Proposition: What exactly do we offer? What solution to what problem do we provide?
- Benefits: What benefits does our unique offer actually have? The more benefits, the better!
- Proof: What is the proof of our offer?
- Promise: Suppose you create a payoff.... what are we promising to our audience?
- Personality: How should the brand behave? What do we look like? What is our mindset? What is in the character of the organization?
- Look & Feel: How should the brand look based on the character we have?
- Internal Culture: How should we interact internally?
- Core Values/Emotions: What guiding values should we use to promote the right internal culture?
- Ideal Transmitter: Who are we really? How do we describe ourselves?
- Brand Essence: MAlthought about, what is the single most important element of the brand?
- Brand Story: What is the storyline, the core story, the common thread with all its challenges and purpose? And are there sub-stories to be thought of for specific media?

Does this sound inspiring? Get in touch!

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