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Home > Let's talk branding > Stef Hamerlinck - Brand Workshop
Podcast: Let's talk branding
Episode:

Stef Hamerlinck - Brand Workshop
Category: Arts
Duration: 00:31:27
Publish Date: 2019-06-24 01:42:53
Description:

We talk about:

  • Doing “story sessions” in order to learn more about the client, his story, and why he started his business.
    • That was really brand strategy in the workshop, so it became the brand workshop.
    • After implementing the brand workshop, clients trusted us more.
  • Doing your brand workshop physically. You need to see them and talk to them and feel the interactions.
    • Being physically there is an important part of the workshop.
  • If you’ve never done a workshop, do it for a friend or small client to make sure you’re comfortable.
  • The people in the workshop need to be the top stake holders and decision makers of the company.
  • Limit the workshop to around five people.
  • First, make sure everyone is comfortable and heard.
  • The whole brand workshop is from the customer’s perspective.
  • It’s about short sentences and keywords.
  • The brand workshop builds trust with clients.
  • There are six questions you can ask:
    • What are we doing, and how are we doing it?
    • What do we value the most?
    • What makes us different?
    • Who are we here for?
    • What is your personality like?
    • Why are we here?
  • You can wrap up the workshop with a positioning statement.

Important Quotes:

  • “The coalition of the willing.”
  • “You need more voices.”
  • “You will get some push-back.”
  • “There are no dumb answers.”
  • “The brand workshop is getting a sense of direction.”
  • “Today is the day we really get excited about a new direction.”
  • “Get a conversation going.”
  • “There are lots of ways to frame values.”
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