Branding

Designing an identity for your brand: The benefits of a brand workshop

If you want to gain a deeper understanding of what makes your brand unique in its field and subsequently tell a more compelling and authentic narrative about your business, a brand workshop could be the next step that you’ve been looking for.

Whether you’re a new business that is looking to define its unique identity or a long-established company that needs to overhaul its image, participating in a brand workshop will allow you to redefine your business objectives and position yourself towards success.  From defining your brand’s digital marketing strategy to agreeing on the structure and functionality of your website, a brand workshop is an ideal catalyst to facilitate collaboration and fast track decision making.

Brand workshops are an invaluable tool for helping people re-energise their company at any stage of the eCommerce journey. For instance, if your existing branding is starting to feel stale and out of date and you’re looking to reach out to a new audience, a brand workshop could be the key to identifying what steps need to be taken to create a new identity that reflects your authentic vision and core values.

Taking part in a brand workshop also allows clients to create bespoke and individualised marketing plans that are based on their specific needs, weaknesses and challenges. They also offer business owners the unique opportunity to work on their business as opposed to in the business. The strategic plans laid out during a workshop can provide an overview for business owners for the next 6-12 months of their marketing strategy.

During a brand workshop the four following key areas will be covered:

Benchmark:

This will include a market analysis to determine where your brand currently stands, where you are in relation to your competitors, and what you can do to better position yourself and your business in the market. Part of this may also include identifying the key audience personas for your brand

Brand Messaging:

Now that there is a clear insight into what your brand represents and what key messages need to be conveyed, you can make sure that this is consistent across all channels and that each persona is effectively targeted on the right channel.

Strategy Analysis:

Using the information generated from the above, the next step is to create a bespoke marketing strategy that works for your specific business and industry sector. Part of this will involve creating a series of marketing campaigns to carry over the next quarter to ensure that all key trading periods are effectively covered.

Execution of Ideas:

Now that you know what messages you want to convey and who you are speaking to, the next stage is to establish what your “always-on” approach is and which campaigns you will run alongside this to further boost your brand during key periods. Part of this will also include establishing what your exact messaging is, and how often you will refresh this so your audience doesn’t become blind to your messaging.

The key element to any brand workshop is to make it fun! This should be an opportunity to have an open, collaborative and energising discussion about your brand and uncover your companies core beliefs, purpose, vision, values and personality.

By exploring your brand’s core identity in this setting we can cut through all of the clutter, pull you from being overwhelmed with the scope of possibilities and create a list of actionable ideas and insights which address the key business objective for the next quarter and beyond.

Interested in taking part in a brand workshop? Contact our team today to see how we can help you move to the next phase of your eCommerce journey.

Chris Thomas

Author

Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.