How to Run a Brand Workshop With Your Team
An agenda for a half-day workshop that produces usable positioning inputs.
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
- Why we exist (30 minutes). Each person writes one sentence. Compare.
- Who we serve (45 minutes). Describe the best customer you have.
- Alternatives (30 minutes). What would they use without you?
- Why us (45 minutes). Benefits and proof.
- Personality (30 minutes). Pick traits and their "but not".
- 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.
Looking for an agency? Read the full shortlist on Capital Brand Review.
