The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Category: Brand Strategy Workshops
The Blake Project offers a highly impactful and interactive brand strategy workshop that pairs the insights of customers and brand stakeholders for a day-long collaborative session where a unique, customer-valued and brand-centric customer experience is co-created.
The power of this workshop resides in the collaborative process. Working, imagining and creating together, customers interact with their company ‘peers’ to create the template for an enhanced experience that will build equity and value for both the brand and its customers.
Facilitated by the seasoned brand experts of The Blake Project, the workshop’s day begins with an opening “Discovery” session and then moves into “Co-Creation” experience design. The day concludes with a “Consensus” session where top ideas are prioritized and expanded on.
DISCOVERY: Guided imagery storytelling will help customers articulate what the current category experience looks like for them. Staying brand neutral, touch-points are confirmed and insight is built around the pain points and frustrations as well as the unmet customer needs, expectations and desires that are the core drivers of satisfaction. The sponsoring brand is then introduced and creative visualization techniques help customers articulate the sponsoring brand’s experience and compare it to the overall category experience.
CO-CREATION: Utilizing agreed upon touchpoints and the sponsoring brand’s essence, promise and personality as a guideline for development, participants collaborate to co-create new, energized and valuable customer experiences.
CONSENSUS: The day will end with a strategic session prioritizing and expanding on the ideas that offer the highest levels of user satisfaction and brand differentiation.
Ideal For: Those marketers within the company responsible for brand management and brand experience, design and implementation.
Participants: Ideally, 6-12 brand team participants and 10-16 customers attend The Customer Experience Workshop.
- Shared buy-in and agreement on the brand experience ideas and concepts that will form the basis for a market-differentiating brand experience for the sponsoring brand.
- An energized sense of purpose and direction that will add speed, precision and power to the implementation of the brand experience.
- A comprehensive overview of findings.
- The ability to ‘Wow’ your customers, not just satisfy them.
Timeframe: One full workshop day. Preparation and customer recruitment will take 2-3 weeks for The Blake Project.
Outcomes: Clarity and confidence in the strategic direction of your brand experience.
The Blake Project is a leading brand consultancy with a history of helping brands overcome high-stakes marketing challenges, create new value and build an advantage in the minds of those most important to your brands future. Customer Co-creation is a core competency.
Please email me, Derrick Daye for more about how The Customer Experience Workshop can benefit your brand.Read More
There’s clearly excitement in the research and advertising world when it comes to the social media power of online co-creation. In fact, over the past decade online crowdsourcing and communities have become an important concept in social media marketing. They’ve given consumers a direct voice into decision-making and have increased their engagement with the brand. In a world where advertising is now a “one-to-one-to-many” proposition, this is an important contribution.
Yet, there’s something fundamentally missing with today’s crowdsourcing and online communities.
There’s an artificial barrier that exists that’s similar to the way a two-way mirror separates consumers and clients in a focus group setting. There’s no real intimacy, no real sharing, no real listening. You view and study and interact from a distance. As a result, true collaboration is lacking — the kind of collaboration that’s only possible when people get together, in-person, and work together to create something of value that works for everyone.
Co-creation workshops open both hearts and minds to new possibilities
There is a very real, personal interaction that takes place in a co-creation workshop setting.
People begin to see the world through a different lens. The shared understanding that develops energizes the room. Trust is created. Customers openly share their problems and ideas as brand managers and brand designers enthusiastically look for solutions they know will work. This new found trust adds speed, power and precision to the process. People feel like they’re being listened to and taken seriously as equal partners.
Microsoft openly points to the eye-opening success they have had with in-person co-creation workshops. “Some of the most effective marketing solutions originate from real conversations with consumers” notes Andy Hart, Microsoft’s Vice President for advertising and online Europe.
What companies like Microsoft and others are finding is that collaborating with customers in a face-to-face environment makes great things happen, quickly.Read More
Brands, just like people, have a voice – the tone, manner and personality of communication that distinguishes one personality from another. Brand Voice is a more specific and highly useful tool for marketers to create and manage the unique personality of their brands over time.
In the clutter of the modern marketplace there are three essential hurdles all brands, large and small, must overcome with their audiences to enjoy competitive advantage:
Your brand must be heard.
Your brand must be recognized.
Your brand must be remembered.
The Blake Project, the brand consultancy behind Branding Strategy Insider, offers a one-day creative development workshop for corporate communication and marketing executives to develop the foundation of their unique brand voice to help everyone in the organization tell the brand’s story in a consistent and compelling manner.
More importantly, the brand must tell the right story. A story based in purpose and the shared values that shape the organization delivering on the brand’s promise. Aligned with the brand’s identity (who the brand is), brand voice establishes the distinctive personality of your brand that builds deep emotional connections with customers, employees, strategic partners and stakeholders. Brand voice is what you say and how you say it that will differentiate and resonate.
Through highly facilitated, interactive discussion and team exercises, participants will gain clarity, confidence and consensus in the strategic and creative decisions they will make in building the foundation of their brand voice.Read More
Organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has gotten out of control. This could be due to a series of mergers and acquisitions or just the continuous growth of new products and services over time. These organizations find that their portfolios of brands and other named entities have gotten too difficult or expensive to manage. Frequently, there are no naming standards. Each new product or service is named as it is created, with no view to the overall picture. And sometimes, employees are creating variations or new versions of existing brands for entities and programs such as internal training programs, company picnics or employee reward programs.
If some or all of this applies to your organization, you likely need help clarifying and simplifying your branding structure. The Blake Project can help. Our brand architecture workshop has been validated by a wide range of organizations and results in the following advantages:
- Significantly lower marketing costs
- Brand naming clarity
- Ability to build brand awareness more quickly and efficiently
- Better (and more comprehensive) customer understanding of your product and service offerings, including decreased product confusion
- Increased flexibility for future brand extensions
In this full-day strategy workshop, we will help you:
- Map out your current brand architecture
- Identify brand architecture-related issues
- Develop your brand architecture strategy as it relates to your overall business and marketing strategies
- Create a simplified architecture based on customer input and sound brand management practices
- Identify the ideal number of brands and how they should each relate to one another
- Test the new architecture against all current and potential uses, including all marketing vehicles and communications applications
- Establish naming conventions for all future named entities, including decision rules for when it is appropriate to create new brands and how they should relate to the current brands
- Gain consensus among the brands key stakeholders on the each strategic decison
- Set up an ongoing brand architecture management process
A startup business faces many difficult challenges getting off the ground. For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary concerns. Few if any are thinking much about the critical importance of brand building.
For startup CEOs, brand building needs to be as important to early business success as product development and raising money. You can have the most innovative, groundbreaking product ever conceived, but if you can’t create a strong foundation for communicating that value to investors and the marketplace, chances are the business venture won’t go far.
You don’t get a second chance to make a good first impression.
Everyone has heard that statement before. But for startup brands the statement holds even more significance. Whatever startup brands are doing, chances are they’re doing it for the first time. The first presentation to an investor, customer or important employee must be simple, clear and compelling — there are no second chances.
Developing a strong brand is critical to the early success of startups and emerging companies.
A workshop designed to build an advantage
Over the course of this one-day workshop you’ll build a strategic foundation for marketing success in your early stage business through focus in four critical areas:
To whom you market You can only create successful products or solutions when you know who the most fervent buyers will be. It’s critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.
Why they buy Grabbing the largest share of those customers’ wallets requires a complete understanding on what drives the target customer to products/brands in your space. Defining the context that will give the brand unquestioned relevance to the target customer against their illuminating needs, motivations, attitudes, and preferences is essential for brand building success.
What makes your brand highly valued and difficult to substitute To drive purchase behavior, the brand needs to represent a compelling and highly emotional benefit to the target customer. This benefit must be relevant, differentiating and believable. How well you position your products/services will determine whether your brand will make it into the hearts and minds of those that matter most to your future and whether your brand will dominate their spending patterns.
How your brand competes Your brand equity, or the health of your brand, is a culmination of every experience customers have with your brand. These associations, attitudes and perceptions determine whether the brand will build a following of loyal advocates who will be the first to try new products and extensions or not.
Who should attend? The Brand Strategy Workshops for Startups and Emerging Companies are attended by early stage Founders, CEOs, and their teams and is typically held off-site, at a venue of your choosing. With no distractions, business teams will step away from the urgency of running their business and focus on the important strategic and creative decisions for creating bigger futures for their brand.
Drawing from decades of brand building expertise, we designed The Brand Strategy Workshop for Startups and Emerging Companies specifically to help early stage CEOs: a.) identify new opportunities in the marketplace b.) recalibrate their focus in raising venture capital c.) concentrate on creating bigger futures for their brand in a creative, collaborative and interactive setting.
The Brand Strategy Workshop for Startups and Emerging Companies is particularly useful for Founders and CEOs are engaged in the early planning stages of:
• seeking new rounds of venture funding
• naming their new enterprise
• introducing new products
• creating marketing and communication strategies
• planning to enter new markets or serve a new customer segment
• planning to shift brand messaging and communication strategies
At the conclusion of the workshop, The Blake Project will prepare a comprehensive executive summary documenting all strategic decisions and hypothesis that will serve as a pathway toward implementing marketing and communications programs to create a bigger future for your brand.
Workshop Executive Summary Report The executive summary will serve as a basis for developing actionable creative briefs guiding the brand team’s marketing communications partners and future marketing initiatives.
The Report will include detailed descriptions of following workshop content:
• Brand Positioning Criteria
• The Brand Mission and Vision
• The Frame of Reference
• Target Customer Segment Description
• Target Customer Benefit Hierarchy
• Behavioral Drivers / What Target Customers Value Most
• Brand Positioning Framework
• Final Brand Positioning Statement, Brand Essence, Brand Promise
• Desired Target Customer Associations with the Brand
• The Brand Essence
• Strategic Imperatives and Next Steps
The Brand Strategy Workshop for Startups and Emerging Companies has been validated by Founders, Entrepreneurs and CEOs in dozens of business categories for its ability to align and energize the organization and its management team with a strong foundation for business success.
This work will greatly impact the success of your startup brand for years to come.
Please email me for more about how this workshop can benefit your brand.Read More