Stef Hamerlinck - Brand Workshop

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.”

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit letstalkbranding.substack.com