How to Run Brand Strategy Workshops with any size of Organisation
Brand strategy workshops are pivotal moments that shape an organisation’s future direction. From startup sessions to enterprise-scale facilitation, this guide reveals professional methods for leading workshops that energise teams and drive clear strategic outcomes.
By Adam Charlton · 23/01/2025
Posted in Insight
The brand strategy workshop is designed to get everyone on the same page whilst uncovering key brand attributes such as personality and core values and to then build the brand mission.
Running a brand strategy workshop is not a mythical process. With any client-service provider process, the key is to be well prepared and take your time. The brand strategy workshop is the perfect environment for asking the right questions to the right people. The goal is a long-term plan that will help the organisation achieve the brand's vision and goals.
Remote or In-Person?
Remote workshops are now our go-to choice as we regularly facilitate workshops in the USA and Europe from our office in the UK. To facilitate the workshop we use screen-sharing video calls or a traditional in-person presentation. The convenience and focus that video calls now allow create the perfect environment for the workshop.
Traditional video call software that allows screen sharing such as Google Meet, and Zoom.
Digital whiteboards such as Miro, and Figma can take collaboration to the next level but are not absolutely necessary as the facilitator will be sharing their screen and approach.
Whether remote or in-person, we recommend including stakeholders of various levels, positions, and specialities within the organisation. This sets a platform for a diverse, honest, and meaningful dialogue.
Our Workshop Approach
The time required for the brand strategy workshop will depend on the size and stage of the organisation. A rebrand project of an existing organisation will require more in-depth analysis and digestion.
To ensure the process is not rushed, we allow two sessions of two to four hours per session over two days. We split the workshop into two sessions to allow the first day to be dedicated to discovery and the second day to review.
Session 1 — Discovery
We run through the entire framework during the first day with the stakeholders. Following the workshop, without the stakeholders, we then write up our findings into the deck, reviewing and iterating on the ideas.
The first part of the brand strategy process is to dive deeply into your organisation to uncover your DNA, vision, and core values, and develop these into your compelling brand purpose, promise and mission.
During interviews with key stakeholders, we get to know the company and begin to build out our design brief.
The first session allows us as facilitators to ask questions, and create space for dialogue.
Session 2 — Review & iterate
The second session lets us run-through the whole brand strategy framework with the team, critiquing, editing, and adding to what we discovered on day one.
As facilitators, it is at this point we step up our diagnosis of the current brand, and take the team through the core values, culminating with our proposals for the brand’s mission statement.
Rather than questions of the first session, the second session uses our observations, and critical analysis to initiate dialogue. The brand strategy workshop is still in flow and requires movement, so we might go back and forth through the framework with the team, editing, observing, and talking until we reach mutual agreements.
The goal for the second session is to reach the finalised core values, personality, and mission statement.
Brand Strategy Tools
Brand Strategy Template — Our Brand Building Toolkit outlines our core brand strategy framework that we follow through brand strategy workshops. The customisable PPT/ Keynote template allows real-time editing while taking centre stage during the workshop. The screen-shared brand strategy template is the focal point of the workshop that keeps everyone working together.
Brand Archetype Cards — Brand archetypes are a great resource to send to the workshop participants ahead of schedule so they can start familiarising themselves and considering the personality of their brand.
Printable Worksheets — Worksheets are another great tool allowing participants to take notes along the process. These can be consolidated by the facilitator after the first strategy session.
Core Value Explorer Cards — Helping your team or client reach their chosen brand values is often a difficult process, full of opinion, ego, and subjectivity. One of the brand strategy resources we’ve developed that helps to align the team in the process is the core value explorer tool. This is the latest tool we created with our clients to kickstart the core value exploration process. 180 core values consolidated into categories of Form, Success, Wisdom, Expertise, Connection, Virtue, Courage, Emotion, and Love.
Conclusion
It is a hugely exciting time to build brands! There are more industries, opportunities, and tools than ever before to start, grow, sell or save a business!
Here are a few things to keep in mind when building your brand:
Slow and steady — Don't try to do too much too soon. Focus on building a strong foundation and growing your brand organically.
Plan for sustainable growth — Don't just focus on short-term profits. Make sure your business is set up for long-term success.
Focus on profitability — Every decision you make should be aligned with your goal of making a profit.
Listen to your customers — Your customers are the most important people in your business. Make sure you are always listening to their needs and feedback.
Are you a Brighton-based business looking to rebrand or create a new brand? We might have something in common…
We’ve been busy building our sister agency in Hong Kong and recently relocated to Brighton! As we establish our branding agency, we’re looking to partner with local companies that want to refresh their brand. We’re running significant discounts to help build our local success stories.
If you would like more information, please get in touch with us at studio@attendtheway.com
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About the author —
Adam is the co-founder of Attend The Way, a Brighton-based branding agency. Adam helps build brands for companies at every growth stage, from startups to industry leaders. Adam has consulted and built brands for some of the world’s most recognised companies.
