Brand Strategy Workshop | Portland

About this workshop

Today’s hyperconnected world requires brands to be more and more interactive—gone are the days when simply a logo and catch phrase will do. With a click of a button, customers can easily facilitate a dialogue—whether positive or negative, in 140 characters or more—with companies both large and small. This comprehensive workshop dissects the key components of building a successful brand strategy and its application including:

• brand definition, origins and evolution
• types of branding; Consumer, Corporate, Place, Personal
• understanding your audience, analysing human behaviour traits to inform brand design and communication strategies.

You will walk away with a toolkit of approaches and methodologies to build your own brand strategies and the ability to observe and critique other brands.

This workshop is idea for beginners starting out to launch a new brand or idea, business-owners or those starting-up new businesses, designers and communications professionals from all levels and areas.

Takeaways

Students will leave the workshop with an understanding of:

• Naming: why does it matter and how to do it
• Verbal Identity: why is it important and to craft a unique voice
• Positioning your brand: concept and applicable tool
• Building your brand strategy: bringing all the above together
• Digital branding: principles, approaches and applications
• Brand Architecture: concept, models and application
• Writing your brand narrative (i.e. elevator speech)
• Designing brand experiences: how to use mediums to express your brand and meet your audiences’ wants and needs

Prereqs & Preparation

Bring something to take notes such as a laptop or note pad.