Brand initial workshop - here's what you should be talking about (updated full version!).
I'm sorry. This post originally went live partially, god knows why. It's fixed now, but just FYI.
You know brand is important. You want to define it. But for some reason, you run to designing a logo. As you're about to discover, there are some things that should come first - and in this post, I'll take you step by step through it! (don't forget to read my previous post to know where to go to after you finish this workshop).
Let's get to it!
1. The first thing you need to do is define your story, and make sure the workshop participants are all aligned with your story (you'll be amazed how many companies neglect this phase and pay with tears later). What are your story's origins? Where is it going from here? why is it so important to you?
2. "Social currency": what in your story is worth repeating? we're not talking about sales here, not yet. Think about a family dinner, what in your story will make someone decide to share it with their family? Usually we like to share stuff we feel that will make us look/sounds good, or stuff that we believe to be valuable to others. Does your story has something like that in it? if not, it's worth trying to refine it accordingly!
3. Core message - What did you set out to do? What are you trying to achieve? No need to find sexy ways to say it, just be honest with yourself. The idea is to find that one sentence that will create the right focus and balance between formality and improvisation with your team - And it doesn't matter if it's your personal brand or professional one, if this "team" is a bunch of freelancers or your own employees. Every journey is built out of several milestones, each requires a different expertise. As the leader of this journey, you have to make sure that everyone on it is aligned with the same goals in mind.
4. What's your X factor? Why should someone care? This one is probably the most complicated question of this workshop, mainly because you, my friend, are suffering from what is known as "the curse of knowledge": you can't really remember what it was like before you knew what you know now, so you won't easily get why people are not finding your story as important as you do. So yes, it's a tricky one, but if done right, it's a game changer.
5. How does our story/product makes people feel? How do we want them to feel? Can we use an emotion that will drive someone to take a specific action? I will write about it in more details in one of my next posts, but for now - You need to make sure your story is not just an intellectual one, but also touches emotion. It doesn't have to be a positive one, by the way, it just has to have it.
6. Functional values and added values - Here is one thing most people fail to cover, mainly because it feels so obvious to those who suffer from the curse of knowledge (which is all of us!). once you dive into this, you'll understand exactly why it cannot stay in the realm of intuition and gut feeling.
7. Is there a way to make our story inseparable from our brand? A lot of brands tell good stories that people want to share, but forget that those people are not working for them. If I can tell your story without mentioning your brand, I will. So how do you build your story in a way that makes it impossible to tell it without mentioning you? While this question is super important, it's the last one as first you need to make sure you have a story that is sharable by nature :-)
It will take time to cover these points. When I'm involved, it's usually eight hours or so, divided into two days (it's impossible to keep your focus for so long, don't attempt to cover everything in one day - it won't be efficient, trust me on this one).
What are you waiting for?