How To Run A Successful Brand Strategy Workshop For Clients

So you’re building a brand with your client and you want to involve them in the process. 
 
Although you could just shoot them a questionnaire with a handful of questions and then get to work, that doesn’t really offer much involvement at all. 
 
So, how can you involve them enough to make them feel part of the process while gathering what you need to build a solid brand strategy? 
 
The answer is brand strategy workshops. 
 
In this article, you’ll learn what brand strategy workshops are, how to run them, and pro techniques to use to ensure it’s a success. 

So you’re building a brand with your client and you want to involve them in the process. 
 
Although you could just shoot them a questionnaire with a handful of questions and then get to work, that doesn’t really offer much involvement at all. 
 
So, how can you involve them enough to make them feel part of the process while gathering what you need to build a solid brand strategy? 
 
The answer is brand strategy workshops. 
 
In this article, you’ll learn what brand strategy workshops are, how to run them, and pro techniques to use to ensure it’s a success. 

What Is A Brand Strategy Workshop? (Process Pros & Cons)

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What Is a Brand Strategy Workshop?

A brand strategy workshop might sound complicated but in reality it’s quite simple. 

A strategic workshop is nothing more than a collaborative session or meeting between the brand strategist developing the brand and the brand leadership team. 

It’s really not much more complicated than that 

The collaboration is an opportunity for the strategist to run very specific exercises and ask very specific questions to draw out the knowledge, ideas and perspectives of the brand leadership team 

This input is then used to form the foundation for the development of the brand. 

What Are Workshops Important?

Well as any creative will tell you, some clients (Most Clients) like to make changes. Some like to make lots of changes. 

Changes to the brief 

Changes to the identity

Changes to the website 

Changes to the copy 

Changes to the name 

 

Whatever the deliverable is, there tends to be changes. 

Some put this down to difficult clients but in reality, these changes, more often than not, come from a lack of clarity and involvement in the process.

Through a brand strategy workshop, the client gets that involvement and clarity while the strategist gets the opportunity for more detailed in considered input from the client.

The end result is output born from collaboration that the client feels connected to. 

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How Long Does A Strategy Workshop Last?

The length and duration of a brand strategy workshop varies based on a number of considerations which include 

The Client Type & Size 

The Market Size 

The Client Budget 

The Agency Processes 

The Deliverables 

On the lower end, you may have clients with a small budget of $3-10k where the workshop might only last a few hours…

Mid-range workshops for clients with a bigger budget from $10-50k might span a couple of days, while high-end projects and clients with budgets of $100k and above could warrant workshops that span a full week or more. 

Who Should Attend The Workshop?

As a rule of thumb, you want to have the decision makers in the room for your workshops. 

For small organisations the business owner is usually the CEO and quite possibly the sole person in the business so there’s no challenge there. 

The higher you go up the ladder in terms of scale and size of the business, the more difficult it becomes to ensure that the top decision makers are in the room. 

You may be working with a large team including the marketing manager and senior executives though they may not have the final say and report to more senior executives or board members who can make sweeping decisions. 

But it’s not just seniority you need. Often the senior decision makers aren’t on the front lines of the brand dealing with the customers.

It’s critical to gain the perspectives and understanding from those who speak to customers everyday so this knowledge can be considered. 

Does A Brand Strategist Deliver The Workshop?

The short answer is yes, the person that delivers brand strategy workshop is the brands strategist.

But there’s also a longer answer.

Although the strategist is there to bring their knowledge, wisdom and experience to the table in the workshop, they are there to perform another role other than their title might suggest.

The main role of the strategist within the strategic workshop is to facilitate the workshop and draw answers from the clients rather than provide the answers as strategists and consultants most often do. 

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