The Fuzion brand "promise" workshop

Brand Consultancy 

As part of our brand development process at Fuzion we facilitate brand 'promise' workshops with clients which go beyond the normal brand workshop formats, pushing the organisation teams to clearly define the brand and also to define and commit to a Brand ‘Promise’. This “Promise” goes beyond Mission Statements and is something that is much deeper and requires real commitment and understanding from the team, at every level.

Brand Workshop 

The brand workshop will crystallise the unique selling points and through the workshop will develop a set of key messages, core values, personality and positioning that can be used for the key target audiences.

For the Brand  ‘Promise’ workshops to be effective we like to include a cross function mix of people and at every level of the organisation. 

In advance of the sessions we ask team members to complete a simple exercise for the workshop that is used to visualise how everyone sees the organisation.

Brands/Branding

We take the time at the beginning of the brand workshops to explain what a brand is, explore some brands that they may be familiar with and discuss the role of branding and ultimately the purpose of the workshop.

We then take the team through a number of carefully planned exercises to help define the brand.

What, How and Personality

For the organisation we explore:

• ‘What’ products and services are offered by the organisation and the special features
• ‘How’ the organisation delivers these products and services
• The 'Why' or the core essence of the organisation
• The unique ‘personality’ of the brand

Customer

We delve into the customer types, their interests, wants, needs, feelings, beliefs, perceptions and wishes and we stack this up against the ‘offer’ by  the organisation to identify any gaps. Customer research is introduced as part of this process.

This exercise would help to challenge the team to consider the customer’s point of view when positioning the brand offer.

Visualise

We explore imagery and the power of symbols. We introduce the exercise that the team members have completed to test how they visualise the organisation and we test this against the reality.

Promise

We push the teams to make a firm commitment or promise to customers about what the organisation will deliver.This goes beyond ‘mission statements’ and the branding and strategy must work towards honouring and delivering on these promises.                                    

Branding Brief 

We take the outputs and learnings from the workshop and from this we would develop the brand ‘story’, identifying the key messages and outlining clearly the unique personality, the core values, the core purpose, the future vision and the brand promise.

This would be presented to the team and once agreed it would form a branding brief document, which would then be used for

• Developing the website style, language and imagery
• Content, tone of voice and personality for social media posting
• Content, tone and personality for marketing materials, advertising and PR communications

If you would like any further information or would like to find out how a brand workshop could benifit your business, feel free to contact our Head of Brand Paul Ruane.