Branddoktor Brand DNA Workshops
Ideal for both new and established brands, Branddoktor workshops bring leadership teams together for a structured, consensus-building brand definition experience. Through careful examination of a brand’s constituents, capabilities, and competitors, stakeholders align around brand personality and key messages, strengths and opportunities, and more. The workshop focuses on the here and now, but also takes into account that brands are dynamic. Brands aspirational. Workshops provide a roadmap for reaching a wide range of strategic goals. They support functional leaders in charting a path and figuring out how to do their part in moving their brands forward in ways that are truly meaningful to customers, employees, suppliers, resellers, and other audiences.
Susan launches the Branddoktor workshop experience by conducting a dozen or more confidential, one-on-one interviews with clients’ leadership team members, employees, and customers. The process illuminates where brand stakeholders converge around brand values and business strategy. It uncovers obstacles that stand in the way of brand alignment. Susan uses insights gained through these discussions to ensure that important issues are addressed during the live workshop and to help all workshop participants air their opinions constructively. Interviews encourage all group members to engage fully and honestly in the workshop. It’s much easier to say something out loud once you’ve said it before. Susan gently prods when necessary to guarantee that differences among stakeholders are brought to light and addressed within the structure of the workshop.
Recognizing that it’s difficult for many team members to commit to spending a full day out of pocket and away from their desks, the factory floor, or wherever they’re needed, the subsequent sections of the workshop proceed either in one full day of intensive work or two half-day sessions.
Branddoktor workshops are fun. Susan uses games and other techniques to keep things lively. She also scribes all sessions to create a history of the workshop for future reference. She then relies on the day’s (or days’) work product to develop a powerful presentation of workshop insights. Perhaps the mightiest deliverable from the workshop is a brand essence statement: two or three words that boil down a brand’s uniqueness in a simple, memorable way. The brand essence is a rallying point that allows leaders to share their brand vision throughout their organizations.
Upon request, Susan can deliver the information gleaned during the brand discovery process in an interactive presentation. Why choose this option? Clients rarely make substantive changes—their own words and feelings are the back bone of the document’s content—but live presentations provide stakeholders the opportunity to discuss and edit key messages until they perfectly reflects their brands.
Susan is also available to deliver the presentation to a client’s entire organization or work with small functional groups to see how they can play a role in strengthening their brand and fine-tuning their operations to uphold and sustain their brand’s values.
Susan has led workshops for large corporations, non-profit organizations, small businesses, and artists. Her proven process is highly valued and widely praised by all company stakeholders, but especially marketing leaders.
Schedule a call today to see how Branddoktor can create a customized workshop experience and robust brand strategy for your company.
Other Services
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Brand Naming and Logo Design
Naming a brand or company may seem like a fun game anyone can play. But finding a winning name entails both strategic and creative processes. And that’s what experienced branding professionals do. When you work with Branddoktor to name a product, service, or business, you can be sure your brand name quickly communicates its spirit and the benefits it offers. Your brand name will be unique and memorable. It will differentiate you from your competitors. And it will be a name you’ll be able to trademark and legally own. (There’s nothing worse than falling in love with a name only to find you’d be on the wrong side of the law if you were to adopt it.) And the stakeholders in your business will have their voices heard and considered throughout the process.
Similarly, your logo is one of the most powerful tools available for defining your product or company. The best brand names and logos work synergistically to communicate your brand’s personality. Branddoktor logo design services deliver seamlessly connect visual and verbal representations of your brand to identify your company in an emotionally powerful, memorable, and unique way.
Perhaps your business is well-established and you already have considerable equity in your brand name and logo. But businesses change. Communications media change. If your brand identity no longer serves your current business needs, Branddoktor can take you through a brand ID refresh and help you convey your brand for the here and now.
Whether you’re starting from scratch or looking for change, contact Branddoktor today for a free brand identity assessment and details on our brand name and logo design process.
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Key Message Development
Defining you brand with a powerful name and logo is an important step in brand-building, of course. But how you speak about your brand when the situation calls for greater detail—whether on your website, during a press conference, or in the context of an executive presentation—also has tremendous impact on what people will remember about your product or company. Consistency is key. All of your brand touchpoints should sing in harmony. Messages that are aligned while also tailored to your constituents’ unique interests.
Branddoktor has an efficient process for creating airtight message hierarchies. We’ll help you develop your must-have messages in language that is clear, direct, and rationally and emotionally compelling. We’ll take it a step further and craft specific language that resonates with your customers, your employees, your suppliers, and your broader community. Your leadership team, your sales force, and anyone else who is routinely responsible for talking about your brand will come to rely on the key message documents Branddoktor creates for your brand and they’ll thank you for providing such a formidable a tool to help them succeed and work smarter, not harder.
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Content, Content, Content
Whether you’re hoping to have your video go viral, planning a campaign for national television, or publishing a blog, Branddoktor has the creative experience to produce sticky, targeted content that brings your brand to life.
With more than 30 years of experience, our portfolio includes creative content for virtually every medium. We’ve created traditional marketing tools like brochures, packaging copy, and point-of-sale materials. We can also supply you with SEO-savvy content. We do the research for you, selecting key words and long-tail keywords that raise your visibility with popular search engines, including the industry-standard, Google. We’ll work with your in-house digital developers to structure data so that it’s more search-friendly. We can also provide the underlying code that increases your visibility. While the underlying algorithms that Google and other search engines use to rank your content are top secret, structured data language is open source and sponsored by Google, Bing, and Yahoo, for example.
Contact Branddoktor today for a free review of your current marketing materials. We’d love to develop new content for you. We can write the articles you need to keep your blog current, for example:one of the criteria search engines us to rank your site is how lively your site is over time. We’d also be delighted to help you refresh your existing content to better reflect your brand as it changes and speak to customers’ shifting interests as your industry evolves.
