How To Run A Brand Strategy Session

[The Definitive Guide]

So, how do you run a brand strategy session and more importantly, how do you do it in a way that will produce strategic brands with an edge?

Brand strategy is an art and experienced brand strategists are the first to emphasise the importance of the process.

Rush or skip any one of the critical process steps and you’ll end up with a poorly positioned or misaligned brand, struggling to resonate with its intended audience.

The key to a well-developed strategic brand that makes connections and attracts loyal followers?

A well choreographed brand strategy session.

In this article, you’ll learn how to run a successful brand strategy session like a pro.

So, how do you run a brand strategy session and more importantly, how do you do it in a way that will produce strategic brands with an edge?

Brand strategy is an art and experienced brand strategists are the first to emphasise the importance of the process.

Rush or skip any one of the critical process steps and you’ll end up with a poorly positioned or misaligned brand, struggling to resonate with its intended audience.

The key to a well-developed strategic brand that makes connections and attracts loyal followers?

A well choreographed brand strategy session.

In this article, you’ll learn how to run a successful brand strategy session like a pro.

How To Run A Brand Strategy Session
[The Video Breakdown]

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How To Run A Brand Strategy Session
[15-Step Framework]

In a previous article we broke down exactly what a brand strategy session is which gives a high level overview.

Before you define your brand strategy session processes, you must first decide upon the approach that’s best suited to you, your personality, your circumstances and of course your market position.

You may want to build your processes around “Brand Strategy Workshops” and  meet with your clients face to face.

Or you may prefer to run remote sessions via phone calls or video conferences to gather your information and gain insights.

Either way, here is an effective framework you can implement into your business processes.

Stage 1
Discovery Session Process

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Step #1
Schedule Your Session

Once you engage your prospect, it’s important to set up a time as quickly as possible.

Your prospects have thousands of brands all vying for their attention and that includes your direct competitors.

Chances are, you’re not the only branding specialist they’re engaging.

It’s important to note however, that this is not about chasing them, calling them 10 times or coming across needy.

It’s about being swift with your response and direct with your communication.

Offer them a choice of two sessions within the coming week. This sense scarcity and urgency is far more likely to drive action and increase the perceived value of your time than simply asking them to tell you when they’re available.

Step #2
Prep For The Session

When scheduling the appointment, ask your prospect some very basic business questions, which will give you enough to gather some basic preliminary information.

Data such as their industry, their location, any known competitors etc will allow you to perform some simple research to arm you with a little understanding of their market landscape before you speak to them.

These insights will allow you to speak from a position of knowledge, which will earn trust with your prospect.