Brand Story

By the end of this engagement you will:

• Know exactly who your audience is and what they need from you
• Be able to clearly differentiate yourself from the competition
• Have a comprehensive brand strategy and story for your business
• Have a compelling value proposition that can be used by sales teams, customer service, marketing or finance teams to grow the business
• Understand how to use your brand story throughout the sales funnel
• Be able to visualize how your strategy and story can be brought to life through various sales channels 
• Understand how to efficiently and effectively implement your strategy and story throughout your organization

Here’s what you can expect when you purchase a Brand Story Workshop from me:

Stakeholder Survey & Brand Audit

A week before our workshop starts, I will send you and your participating Stakeholders (up to 8 total people) a Discovery Survey. This survey will be completed by each stakeholder independently at least 3-days in advance of our session. The purpose of this survey is to understand how each stakeholder sees the business from their unique point of view including: 

• Short-term business goals
• Ultimate business objectives
• Opportunities and challenges 
• Audience definition 
• Key competitors 

Additionally, I will send you a link to a Google Drive folder where you can upload any pertinent brand documents you want me to review, such as: visual identity, existing marketing materials, existing market research, marketing strategies, sales materials, etc. 

Before our first session, I will review all the survey responses, incorporate all necessary learning into the workshop materials for discussion, and conduct a thorough review and audit of your current brand and/or marketing materials.

Brand Workshop

On workshop day, we work together in a 2-3 hour session to identify how the brand sees itself, how it wants to grow, and what it wants to achieve. This session will include:

• Reviewing the key components of a strong brand, the importance of consistency, and effective storytelling techniques. 
• Reviewing your team’s responses to the Discovery Survey, ensuring alignment on key success metrics
• Identifying challenges and opportunities for brand growth
• Exploring brand personality and tonality

Consumer Insights

Upon completion of the workshop, I will kick off my internal Consumer Insights team to: 

• Conduct a thorough brand, competitor, and category audit
• Design secondary and/or primary research methodologies to gain a deeper understanding of your existing and potential audience(s) and what their key emotional motivators are

Opportunity Presentation

When research is complete, my Consumer Insights team will prepare an Opportunity Presentation for you and your team that highlights key insights that were uncovered in our research – culminating in identifying the greatest opportunities that exist for your brand. 

Strategic Springboards

We then leverage these greatest opportunities to create 2-3 strategic brand directions you can uniquely own. These Springboards are brought back to you and your team for review and discussion. We ultimately align on a single strategic direction to flesh out into a succinctly articulated Brand Strategy.

Brand Strategy

Your final brand strategy will define:

• Who you are
• The problem you solve in the marketplace
• Your Big Idea (the single one thing you stand for in the marketplace)
• Your Unique Value Proposition 
• Your common enemy
• Your brand attributes
• Your brand pillars
• Reasons to believe
• Your target audience(s) and what we want them to feel, know, and do
• The emotional void or desire we are fulfilling for our customers

Brand Story

Finally, my internal Creative Team and I will develop your brand story – demonstrating how your strategy can be brought to life through consumer-facing creative executions. This will include tagline recommendations and ad-like objects that are relevant to your business such as:

• Traditional advertising
• Marketing materials
• Digital advertising executions
• Point of sale materials
• Social media assets
• Etc.

NOTE: Creative concepts are simply examples of how the idea can be brought to life using sample imagery. You will not receive final, execution-ready files. If you are interested in having my team create useable advertising and marketing materials for you, that will be proposed under a separate scope of work through my full-service agency WMH.

Upon completion of my Brand Story Workshop you will receive a Brand Workbook that includes:

• Business goals – long-term and short-term
• Success evaluation metrics
• Greatest marketplace opportunities that exist for your company and are supported by research findings
• Audience profile  – A single document highlighting who your audience is (demographics and psychographics) and what they need from your brand
• Brand overview – A concise document that distills how your brand differentiates itself in the marketplace
• Brand overview – A simple visualization of your brand’s messaging hierarchy
• Elevator pitch – A succinct statement that allows you to quickly articulate your brand’s value proposition to potential customers
• Brand story – Creative executions that demonstrate how to bring your strategy to life through storytelling
• Audience personas + narrative matrix – How to effectively engage your unique audience groups with your brand story
• Creative Campaign – Proof-of-concept creative elements to show how the campaign can come to life (e.g. video/television, radio, digital, print, direct)
• Go-To-Market plan – Our recommendations on how to effectively engage your new and existing audiences to achieve your business goals
• Video recordings of all sessions
• Quarterly check-ins from me for the next 12 months.

The research element of a Brand Story Workshop is based on a variety of factors including, but not limited to:

• The number of target audience groups
• Growth goals of the company
• Geographic and/or distribution considerations
• Product seasonality
• Existing research or insights
• Current marketing and sales activities
• Marketing budget
• Etc.

As such, each Brand Story Workshop proposal is tailored to your specific circumstances and needs.

Call For Pricing