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Branding workshops and how they can benefit start-ups

Samuel Dontoh

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In the last ten years there has been a boom in the number of start-ups in all sectors, from food and drink through to  totally new sectors which has also led to growth of the gig economy. This has led to an increase in demand for unique brand identities and tone to differentiate a business and help attract customers and increase brand loyalty. If your business needs repositioning or to launch a new product, a branding workshop will help you determine your brand positioning and tone.

Can’t I just commission a logo? Rather than a branding workshop?

When you’re looking at rebranding or creating a brand it’s important to look beyond the logo. Your tone, your target market and USP’s  are far more important. Branding workshops help you get the answers you need.

What makes your business different?
How can you stand out in a crowded industry?
Who are your key stakeholders?
What are your values?
What are your customer personas?
What is your tone of voice?

If you can’t answer the above, you’re doing your brand a disservice and a branding workshop is perfect for you.

It is important to establish exactly what it is that your business represents. A brand is more than just a logo; you need to have a clear understanding of key brand information such as who are your major stakeholders, what are your core values, what are your customer personas, what is your positioning and what is your brand’s Tone of Voice.

If you do not have this information, then you should invest in a brand workshop to answer these and many other questions that are needed to build a professional and commercially orientated brand identity, not just a logo.

Surely, I can sort out the brand strategy later once I am up and running?

Yes, you can but it will be a lot harder and will most likely cost more to remedy in retrospect. A poorly crafted identity means you are communicating the wrong values and messages to customers and stakeholders alike.

Trying to change these established opinions can prove incredibly challenging and take a lot of time, effort and money. A clearly defined brand strategy can form the fundamental bedrock that you build your business or product upon.

A professionally delivered brand workshop provides this clarity and confidence from day one and is invaluable in conversations with both suppliers and customers.

I know my product; can’t I just explain what I want each time I need too?

Again, you can; but you shouldn’t be surprised if your needs and expectations change depending on workloads, pressure and budgets. It can be very easy to make changes to a brand identity as and when various challenges arrive and before soon you start to lose any consistency, and your brand integrity starts to fail.

One of the outcomes of a branding workshop is a strategically-positioned creative brief that enables an identity to be created along with professional brand guidelines. It is these guidelines that allow your brand to be applied to any and all marketing communications and ensures that your brand is consistent and maintains its integrity.

So what brand workshop do I need?

Your requirements should dictate the workshop you attend; don’t settle for ‘cookie cutter’ solutions. Drop us an email and we’ll help you figure it out.

More info on our workshops

 

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