The majority of our brand consulting engagements begin through participation in our Strategic Brand Development Workshops. We offer a series of one-day, issue-based brand strategy workshops designed to help our clients make the right strategic and creative decisions to build their impact and influence in the marketplace early in their strategic brand development process.
Our workshops are tailored to specific brand development challenges that focus on brand strategy, positioning, brand architecture, brand storytelling and brand voice. Our workshops foster greater strategic and creative thinking to align vision and purpose, build richer organizational cultures, and enhance the pull and influence of your brand at every customer encounter.
Strategic Workshop Overview
This issue-based workshop enables marketing and brand management teams of emerging brand to align stakeholders around a brand strategy and positioning that defines the brand’s target customer segment, value proposition, brand promise, essence and delivery in the markets the brand will compete.
There are four key areas of focus brand positioning workshop participants will gain consensus on to build their strategic roadmap for brand growth and success:
To whom you market
You can only create successful products or solutions when you know who the most fervent buyers will be. It is 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 consumer to products / brands in your space. Defining the context that will give the brand unquestioned relevance to the target consumer 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 the target customer and dominate their spending patterns.
How the 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 have loyal advocates who will be the first to try new products and extensions, or become vocal detractors sharing their views with their online social network.
This workshop has been designed for marketing leaders and brand management teams of growing brands with annual sales revenues of $10 million+ or an annual marketing budget of $1 million+.
This is a one-day-issue-based intensive workshop designed to guide marketing communications decision-makers and their teams to better define and express a compelling brand story that informs and guides the verbal and visual development of brand communications at all touch points.
The power of brands lies in their unique story. How that story is told verbally and visually is critical to the invention or transformation of an enduring brand. Working from your brand’s current positioning in the marketplace, participants will spend an intensive full day in a strategic and creative jam session building a compelling brand story from these key components:
• Defining the attributes of the key audiences segments your brand story is targeted to and why the story of your brand matters to them.
* Defining the verbal and visual cues that identify your brand archetype and forms the foundation of your brand’s story.
* Defining the personality, tone & manner in which your brand communicates with customers, employees, partners and diverse audiences.
* Defining brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.
Startup and emerging brands face many difficult challenges getting off the ground. For many business teams assessing their priorities, product development and the seed money to grow are their primary concerns. Few are thinking much about the critical importance of brand building.
For CEOs and marketing decision-makers leading funded startups and emerging companies, brand building needs to be as important to early business success as product development and raising money. Brands represent the foundation of financial equity. 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, stakeholders and the marketplace, chances are, the business venture won’t go far. The marketplace is unforgiving.
This one-day intensive workshop has been designed to help CEOs and their marketing teams in funded startup and emerging companies gain more clarity and confidence in the strategic and creative decisions that effect their influence and success in the marketplace. Typical clients for this workkshop are early stage funded startups and emerging brands with annual revenues of less than $10 million.
Who attends our strategic workshops?
Our strategic brand consulting workshops are attended by CEOs, CMOs, Brand Managers, Marketing Communications Executives, Advertising Agency Partners, Product Development and Sales Management teams. Our clients have included global companies inventing new brands to venture-funded startups building the early foundations of their brand’s value. We have worked with client teams in diverse product and industry categories including Consumer packaged goods, consumer products, business products and services, government agencies, medical device, technology and healthcare.
The brand strategy workshops are facilitated by PULL Managing Partner Thomson Dawson. Thomson is a highly experienced marketing professional with three decades of expertise in brand marketing, consumer insight, brand management and creative brand development for global brands, emerging brands and funded start-ups. Learn more about Thomson here.
Workshop Deliverables and Investment
All our workshop programs include an assessment of the strategic issues facing your brand, appropriate workshop planning, workshop facilitation, and preparation of an Executive Summary documenting the decisions and hypothesis discussed in the workshop session. The Executive Summary is designed as a management and communications tool to inform and guide marketing program implementation.
Strategic Brand Positioning Workshop for Emerging Brands: $15,000 USD and travel expenses
Brand Storytelling Workshop for Emerging Brands: $15,000 USD and travel expenses
Brand Voice Workshop for Emerging Brands: $15,000 USD and travel expenses
Brand Strategy Workshop For Funded Startup Brands: $12,000 USD and travel expenses
Special discounts are available when booking multiple workshops.