The ancient tradition of storytelling serves to remind us of who we are, and how we relate to each other within the structures of our organizations, our village, our culture and our world at large. Brands are no different.
This one-day-issue-based intensive brand storytelling strategic workshop designed to guide brand management leaders and their marketing communication teams to better define and express the big idea story that serves as a foundation to guide their verbal and visual communications at all customer touch points in the value chain.
At the core of every great brand, you’ll find a mythological big idea narrative that transcends “marketing” activities. Within the DNA of highly valued brands lies brand storytelling that inspires the actions, beliefs, and behaviors of its devoted members over the long term. Sacred brand stories are not a veneer – fancy copywriting slapped onto the next ad campaign. Brand storytelling is about the art of connecting the hearts and minds of internal stakeholders and customers alike to shared values and ideals that define the “sacred truth” of why the brand exists and who benefits from the value it brings to the marketplace.
Within this digital age of community, consumers now opt in or opt out. No longer is the conversation about persuasion to buy, rather it’s about to join.
A clear and consistent brand storytelling strategy is crucial to effective messaging tactics. The manner in which your brand communicates with customers, employees, partners, and investors must be carefully crafted from the unifying principals of a core brand story.
The power of brands lies in their unique story.
How your brand story is told verbally and visually is critical to the invention or transformation of an enduring brand. Working from your brand’s current positioning in the marketplace, participants will spend an intensive full day in a strategic and creative jam session building a compelling brand story from these key components:
- Defining the attributes of the key audiences segments your brand story is targeted to and why the story of your brand matters to them.
- Defining the verbal and visual cues that identify your brand archetype and forms the foundation of your brand’s story.
- Defining the personality, tone & manner in which your brand communicates with customers, employees, partners and diverse audiences.
- Defining big idea story concepts that will drive your marketing communications.
- Defining brand messaging guidelines that distill the essence of your brand story into a framework that supports your marketing communication initiatives.
Who should attend?
The Brand Storytelling Workshop is attended by CEOs, CMOs, Marketing Directors, Brand Managers, Marketing Communications Directors, as well as other key stakeholders within growing organizations. The storytelling workshop has been designed to help brand management teams create the foundation for their marketing communications platform supporting the business strategy for growth and transformation. Ideal group size is 8-10 participants.
The Workshop Deliverable and Outcome.
At the conclusion of the workshop, we’ll prepare an Executive Summary of all the decisions and hypothesis defined in the workshop. The Executive Summary will be used as a tool designed for marketing communication team members to ensure the content they are creating for various marketing initiatives is built on the foundation of the core brand story properly tailored for each audience segment the brand serves.
We have conducted the brand storytelling workshop for startup, emerging and established brands in diverse industry categories in both consumer products and business-to-business markets. This workshop is typically for growing brands with annual revenues of $3-20 million+.
“From the very beginning of the workshops with Thomosn and through the implementation of our new name and visual expression, they were thoughtful, collaborative, and was clearly committed to our success.
Thomson’s experience, guidance, and creativity helped guide two very different shareholders toward a result that we simply could not be happier with.
He didn’t tell us who we should be or where we should go–he guided us along a path that helped us discover that our direction and purpose had been there all along, we just needed the expertise to help us reveal it.”