Brand Story

The Brand Story Workshop is a comprehensive engagement that includes research methodologies to gain a deeper understanding of your consumer audience AND creative executions to show how your strategy can be brought to life.

For those brands ready to truly take things to the next level, this comprehensive workshop is the full package – insights, strategy, story, and path to growth.

Who is a Brand Story

This workshop is perfect for businesses that are growth-minded, ready to significantly scale their business, and intent on taking a leadership position in their category. 

You have a baseline understanding of who your audience is but need greater clarity around how to appeal to them emotionally in order to:

  • Establish a distinguishable and ownable Brand Story in the marketplace
  • Bring greater clarity and consistency to your communications
  • Efficiently engage new audiences while creating greater loyalty among current audiences
  • Steal market share from your competitors
  • Make sales easier
  • Become a leader in your category

How do you benefit?

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

What will we cover?

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

Stakeholder Survey & Brand Audit

Coming out of your Kick-off Meeting, we 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-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 Quantitative and/or Qualitative research so consumer insights can be used to inform the creative portion of your Brand Story.
    • Quantitative Research (internet survey): The results of between 300 and 500 people will provide quantifiable data to help us understand things like “how many” or “how often”. Using this measurable data, we’re able to identify which groups of people are most likely to engage with your brand AND what those people have in common.
    • Qualitative Research (1:1 interviews): This allows us to dive deeper into consumer behavior, attitudes, and beliefs to understand “why do you feel this way?” This is a key component for brand positioning and messaging to ensure that we’re connecting with the emotional need of our audience.

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 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.

What you get

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

  • 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 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 – 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)
  • Action 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
I originally reached out to Bill for a redesign of my completely outdated website. What I received was a holistic revamp of my personal and professional brand that was sorely needed. Bill gently led me through a process of discovery that resulted in a new name, a new look and a renewed focus. I could not be happier with the results and sing his praises as my “brand guru” to everyone.
Karin Reed
Founder & CEO - Speaker Dynamics

Start building
the business of
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Frequently Asked Questions

Who are the workshops for?

Our workshops are designed for individuals, small businesses, and personal brand leaders that are looking for a clear path to growth and scale. In these workshops, we focus on and tackle specific business and messaging challenges that are keeping your business from reaching its full potential – then give you the tools you need to reach your goals.
Yes! I personally lead all coaching engagements.
Personalized guidance, support, and accountability from me, Bill Harper. Your workshop will be focused on understanding your business, goals, challenges, and opportunities – then helping you develop a clear path to achieving them. Whether you’re looking to develop a unique brand strategy or story, align sales and marketing efforts, tackle a specific competitor challenge, or just prepare to take things to the next level, I can provide you with the support and guidance you need to succeed.
My discovery call is 15-minutes, during which we will target specific aspects of your business to ensure our time together is productive and efficient.
Yes! Many clients continue on for months and sometimes years. I enjoy being a part of their growth journey!

Yes! I am also the founder and CEO of WMH – a full-service brand strategy and marketing agency focused on growth-minded businesses in the $25M – $250M range.

For more information, you can visit WMH here.

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