London Brand Guide / Guides / Brand Strategy

How to Run a Brand Workshop With Your Team

An agenda for a half-day workshop that produces usable positioning inputs.

Published by Technically Creative · Written for London businesses

A brand workshop gets the important people in one room to agree the basics. Half a day is enough if you prepare.

Who to invite

Founders and one or two people close to customers. More than six and progress slows.

Agenda

1. Why we exist (30 minutes). Each person writes one sentence. Compare.
2. Who we serve (45 minutes). Describe the best customer you have.
3. Alternatives (30 minutes). What would they use without you?
4. Why us (45 minutes). Benefits and proof.
5. Personality (30 minutes). Pick traits and their "but not".
6. Summary (30 minutes). Draft the positioning statement.

Tips

• Write individually before discussing. It prevents the loudest voice winning.
• Bring customer quotes.
• Park design opinions until later.

Outputs

A one-page summary that feeds the brief and the strategy.

With or without an agency

You can run this yourselves. A good facilitator will push harder on vague answers, which is often where the value is.

For our shortlist of agencies, see 10 of the Best Branding Agencies in London at https://brandingagencylondon.uk/.