Align your business and clarify your strategy
Workshops
Why Workshop?
You could take your brand in a million directions. But which is the right path for your company? Paul’s strategic brand workshops are tailored directly to your company’s goals and bring together key thinkers for a collaborative process that positions your brand for success.
Together, we’ll pull you from indecision and answer your most pressing brand challenges quickly. The result is a deeper understanding of who you are, what your brand stands for, where your brand needs to go and solid brand positioning that better reflects your vision, values, purpose and personality.
You’ll leave the workshop with clarity and value-packed insights along tactical recommendations to power immediate action.
Workshops can help you:
- Unite your leadership team
- Achieve alignment
- Build organizational consensus
- Voice opinions and ideas
- Find the “big idea” worth rallying around
- Define your differentiation
- Create diversity and inclusion
- Identify like-minded communities
Types of Workshops
Business Momentum Workshop
DESIGNED TO PROPEL BUSINESS AND BRANDS FORWARD
Your brand exists for a fundamental reason, and it’s guided by unique values and beliefs that make a difference in people’s lives. This workshop will define and align around all three of these crucial brand statements.
Your purpose statement does not describe what you do; it describes why you do it. It has nothing to do with being the best, fastest, most trusted, or most profitable. Your purpose, vision and values go deeper than what you’re selling. In this workshop, Paul will help you craft key statements that inspire people inside and outside the company to care and answer these questions:
- What is our WHY?
- What vision do we hope to achieve?
- How will we reach that vision?
- What values will we uphold?
What’s the Big Idea Workshop
DESIGNED TO IDENTIFY YOUR BATTLE CRY
Every organization should have a big idea worth rallying around. It aligns your leaders, inspires your team, and identifies the flag you’re carrying and what hill your team is marching towards.
How do you find the big idea? We workshop together to find a battle cry. This is the intersection of your strength as a company, your competitions’ blind spots and your market’s most pressing problem. That target point becomes your big idea. In this workshop, we will answer:
- What is our big idea?
- How can we claim it?
- Is it short and catchy?
- Can it act as a north star?
- Can your team embody it?
- Can our audience rally around it?
Build Your Archetype Workshop
DESIGNED TO ANSWER “WHAT CHARACTER ARE WE?”
When you find yourself loyal to your favorite brands and inspired by new ones, you’re subconsciously forging a connection with that brand’s archetype. A brand archetype is a personification of a brand on a human level. It borrows 12 well-established character types throughout history, film and literature to define a brand’s underlying personality and character.
This workshop builds on the principles of universal storytelling to help us think of the brand as a relatable human character in the customer’s story and to define what our role is in their lives.
- Is your brand the rule-breaking Rebel?
- The transformational Magician?
- The wise Sage who provides deep knowledge?
- The goofy Jester here to entertain?
- What is our brand’s character?
Audience Workshop
DESIGNED TO ANSWER “WHO DO WE EXIST TO SERVE?”
When a brand talks to everyone, it speaks to no one. You want to cultivate as many new customers as possible. With that in mind, it’s easy to want to share your message with as many different people as possible.
Defining your specific who allows you to focus your brand message on the right people who are most likely to obsess over you. And it will help us to create a tone of voice and visual language that speaks to your target audience without being exclusive or elitist. In this workshop, we’ll explore all the avenues, weigh pros and cons and ultimately determine and align around who we should focus on reaching.
- What are the different audience segments?
- Who is the ideal audience to orient the brand to?
- Why do they need us?
- Who is the audience we serve especially well?
- Who does our brand need to attract?
- What do they care about?
Naming Workshop
DESIGNED TO CREATE BRAND/PRODUCT NAMES
The goal of this workshop is to run a quickfire session to create a batch of names for the brand. The outcome should be a shortlist of name candidates that would then be passed to a trademark attorney to run preliminary screenings and/or deep dive searches in your trademark class(s) to determine commercial viability.
- Develop and align on a Naming Brief
Brainstorm the first big batch of names - Present shortlist of names with rationales
- Analyze the names for likability and branding potential
- Help to shortlist for legal review
Customized Workshop
DESIGNED TO OFFER A MORE CUSTOM SOLUTION
Often there’s no one-size-fits-all playbook. What if you don’t see a specific workshop your team needs? Paul also offers customized workshops or project scoping sessions tailored to a specific goal or unique problem.
Paul can offer a workshop or project-scoping session where we work together to mutually understand a problem and outline a plan of action to solve it. This type of engagement will allow you to see who Paul is, how he works and why it’s vastly different from other agencies.
Fill out the contact form to request a conversation about your particular goals and objectives. Then, Paul can determine if a custom workshop or scoping session is right for you.
