So what is a brand strategy session exactly and how do you go about structuring yours?

You’ve probably heard of a brand strategy session before.

You may have even held one yourself.

But before you dive into a brand strategy session with a prospect or client, it’s critical that you understand your end goal and your approach options.

In this article, you’ll learn exactly what a brand strategy session is and the three phases you need to understand to run an effective one.

Brand Strategy Session
[The Video Breakdown]

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What is a Brand Strategy Session?

A Brand strategy session quite simply, is a meeting between the brand strategist and the business leaders.

The meeting uncovers details about the business and the market it serves and aims to identify the most effective way for that business to approach that market.

During this process, the brand strategist learns about the business they’re building the brand around and develops insights into how to the brand may be positioned. (i.e. the strategist uncovers clues about how the market would be most receptive to the business).

Then, using this knowledge and these insights, and further research, they develop a strategic plan for the development of the brand and how that brand can shape the perceptions and influence the decisions of the target audience.

In other words, the brand strategy session is about finding the best way to bring the audience and the brand together.

Brand Strategy Workshops vs Remote Sessions

Brand strategy sessions mean different things to different people, which are shaped by processes and philosophies.

There is no right or wrong way and how you conduct your sessions will be based on a decision involving your own positioning strategy and the proximity of your audience.

If you want to serve clients all over the world, you may adopt the remote session approach.

If you want to become the go-to expert in your city, you might prefer in-person workshops.

So why don’t we take a look at both.

Brand Strategy Workshop

A brand strategy workshop is an in-person collaboration meeting between the business leaders and the brand strategist.

Strategy workshops have no set duration though they can range anywhere from two hours to three days depending on the strategist’s approach (and the potential size of the project).

The in-person approach allows the strategist to lead the session while collaborating with the leadership team in both the uncovering of information and strategic ideas on the market approach.

Who Is A Brand Strategy Workshop For?

If there are multiple decision makers or a group of executives who want their say on strategic direction then a brand strategy workshop is most suitable.

Brand Strategy Workshop Advantages

There are many benefits to this in-person approach as the heavy involvement of the leadership team often leads to a sense of ownership on their part and that added “buy-in”.

Brand Strategy Workshop Disadvantages

The disadvantage is the need to be physically present and the requirement for confident in-person presentation and meeting direction skills.