Book Call
Brand workshop
Define what your brand truly stands for
Helder develops and facilitates brand workshops for companies that want to sharpen their brand positioning, align their team and create a solid foundation for design and communication.
Brands that aligned their identity and positioning with Helder
A brand workshop creates the foundation for decisions
A brand only contributes to business success when it is clear what it stands for. In the brand workshop, you develop the strategic foundations together.
-
Are you building a new brand?
Are you launching a new offering or creating a new brand, but still lack a clear foundation for positioning, design and communication?
-
Has your company evolved, but your brand hasn’t?
Has your company grown, or have your offering or target audience changed, but your brand no longer reflects that?
-
Do you lack a shared understanding of your brand?
After a merger or restructuring, do different teams need a common foundation?
-
Are you preparing for a rebrand?
Are you planning a brand relaunch but need clarity on the new strategic direction before implementation?
Develop a brand with a clear direction
In the brand workshop, we define what your brand delivers, who it is relevant to and how it can credibly differentiate itself from the competition.
-
Create a clear brand foundation
Create the right feeling – and a sense of what your brand stands for.
-
Give your development a clear direction
We integrate changes and translate growth, offering and target audience into a contemporary brand vision.
-
Align your team
We bring different perspectives to the table and create a shared understanding of what your brand stands for.
-
Prepare your rebrand strategically
We clarify the new direction of your brand as the foundation for effective and efficient implementation.
The key elements of the brand workshop
In the brand workshop, you develop the key building blocks of your brand identity. Depending on your starting point, we tailor the agenda and methods to your needs.
-
Impulse
Research findings on the brand, competition and target audiences, as well as initial impulses.
-
SWOT analysis
Joint analysis of your brand’s strengths, weaknesses, opportunities and threats.
-
Target audience
Define who the brand speaks to using Sinus-Milieus and buyer personas.
-
Competence
Define what the brand delivers and how it differentiates itself from the competition.
-
Mission
Define the specific value the offering provides to customers.
-
Ambition
Define the brand’s medium- to long-term goals.
-
Values & essence
Define how the brand delivers on its promise.
-
Tonality
Define the brand’s tonality as the basis for design and messaging.
Brand workshop: process
A brand workshop is not an open brainstorming session, but a guided strategic process. Helder prepares the workshop content, facilitates the collaborative work and consolidates the results.
1. Analysis
Before the workshop, we clarify the objectives, key questions and participants in a kick-off. Depending on the scope, we analyze your brand presence, competition and target audiences.
Deliverables: Analysis, agenda, interviews
2. Brand workshop
Guided by two facilitators, you develop the strategic foundations of your brand. We guide you through the methods, structure discussions and ensure that the results are brought together productively.
Deliverables: facilitated brand workshop, methodological exercises, workshop documentation
3. Brand vision
After the workshop, Helder consolidates the results into a clear brand vision. The workshop results are refined linguistically, structured and documented in the Helder Brand Frame®.
Deliverables: fully developed brand vision incl. Brand Frame®
Workshop: from 4 hours up to 2 × 7 hours, depending on the format
Location: at Helder in Berlin or on-site
Total duration: 4 weeks
Investment: From €17,000
The workshop outcome: a clear brand identity
We document the workshop content in words and visuals and develop it further. The result is your individual Brand Frame®, which captures your brand identity in five elements.
Brand workshop for your industry
Stand out in your market – with strategic clarity.
-
E-commerce brands
From interchangeable shops to brands that customers recognize and recommend.
-
Lifestyle brands
From beautiful products to brands people want to identify with.
-
B2B software & SaaS
From functional tech jargon to emotional names that stand out and feel accessible.
-
B2B brands
From complex offerings to brands that build trust and make purchasing decisions easier.
About Helder
What sets us apart
-
100+ successful projects
Through quality assurance: consulting, concept development and execution by experienced branding experts
-
Transparent proven process
Iterative, forward-looking development instead of a black box and unexpected surprises
-
Best-in-class reviews
5-star reviews on Google: 100% of our clients would recommend us
Success Stories
What decision-makers and marketing managers say about Helder
From Webshop to Interior Brand.
“Through Helder’s branding process, we evolved from a webshop into an interior brand. The new sub-brands and brand design resonate perfectly with our target audiences. With the strategic brand framework, our teams can create content that’s always on brand. This has helped us build an even deeper emotional connection with our customers.”
Monika Adler
CEO
Now we have a brand that exceeds our expectations.
“The expertise and communication with this company are truly impressive, and we would recommend Helder without hesitation. We felt perfectly supported at all times and will continue working together even after the project is complete. Now we have a brand that exceeds our expectations – thank you!”
Modern Design Agency for the Digital Age
“We chose Helder because we appreciated their strategic, results-oriented approach. This proved true throughout the collaboration – a modern design agency for the digital age.”
Christoph Brack
Head of Marketing and Communications
"Together with Helder, we developed a narrative that makes complex services and products understandable, accessible, and desirable."
.
Nathalie Thomsen
Marketing Manager
VOOR Is Not Just a Brand – It's Our Identity
“With Helder, we didn’t just do a rebranding – we developed VOOR from the ground up together with Birgit and Maurits.
The result excites us. VOOR is not just a brand – it’s our drive, our identity. We live the result.
Thank you, Birgit, Maurits, and the entire Helder team!”
Ronny Wangelin
Co-Founder
"With Helder, we didn’t just develop a brand – we created a mindset. Together, we built a value-driven strategy and a brand design that I can identify with 100%."
Nina Hansen
Founder
"Together with Helder, we successfully developed a new name and brand identity that resonates even more strongly with our target audience."
Björn Wisnewski
Founder
From Six Data and Analytics Consulting Firms to a Data Powerhouse
“The branding process with Helder enabled us to transform from six individual, highly successful data and analytics consulting firms into a single data powerhouse. You can feel it – and you can see it.”
Thomas Schräer
Founder
Gained an understanding of who we are and where we want to go
“The collaboration was characterized by calm, care and a clear view from the outside. Through constructive challenging, we not only sharpened our brand mission statement, but also gained a deeper understanding of who we are and where we want to go. A valuable process that allows us to move forward with clarity and self-confidence.”
Thomas Theurillat
GRÜNDER
The strategic derivation makes it easy to live our brand consistently both internally and externally.
“Thanks to Helder’s support, we now have much more clarity – not only for our brand, but also in our internal communication. The strategic derivation makes it easy to live our brand consistently both internally and externally. In addition, the collaboration was not only professional and reliable, but also a great fit on a human level.”
Annika Fischer-Kautz
Head of Marketing
Strategie, die zusammenhält
Unsere Marke war dem Wachstum nicht mehr gewachsen – Kommunikation und Außenauftritt wirkten uneinheitlich. Mit Helder haben wir ein solides Markenfundament geschaffen, das unsere Werte und Identität glaubwürdig nach außen trägt. Der strategische Ansatz hat uns überzeugt. Heute spüren wir den Wandel: einheitlicher Auftritt, klares Messaging, motiviertes Team. Der Brand Guide ist unser Kompass – er spart Zeit, gibt Richtung und schafft Klarheit.
Katrin Müller-Bentrop
Strategisches Marketing
The brand workshop still forms the basis of our communication strategy today.
“The brand workshop still forms the basis of our communication strategy today. It has made the brand management of Weingut Prinz Salm much easier for us because we now have a clear basis for decision-making.”
Felix Prinz zu Salm
Owner
Helder has been strengthening the ASC & MSC brands for two years with naming and design
„For two years in a row, Helder’s naming and design perfectly translated the themes of sustainability and responsibility into the ASC & MSC brand awareness campaign. This has significantly increased consumer:in confidence in our seals and brand awareness.“
Manuel maillard
Marketing Manager
“Helder does a great job. Their uncomplicated manner makes every job with them fun!”
Niclas Breit
Head of Marketing Salesfive
“Helder has been instrumental in helping us build the branding of our company SANE Standard. Our collaboration was very constructive and they really understood our needs.”
Position your brand in three steps
-
Book a brand workshop
Based on your needs, we create the agenda, select the methods and organize the set-up.
-
Sharpen your brand identity
Guided by two facilitators, you co-create your brand vision in the workshop.
-
Position your brand
With the Brand Frame®, you position your brand clearly and create a clear foundation for action.
Develop your brand with a clear focus
With a brand workshop from Helder, you create a shared foundation for your brand.
✓ Clearly define your brand identity
✓ Align your team around a shared understanding of the brand
✓ Sharpen your positioning in the competitive landscape
✓ Create a strategic briefing for brand design and communication
✓ Establish a foundation for consistent brand management
Meet the facilitators
-
Dr. Birgit Joest
Founder & Strategy Director
- PHD Medienwissenschaft
- 20 Jahre Markenerfahrung
- Certified Story Brand Guide
-
Marina Mengis
Brand Strategy
- International Business Management B.A.
- 9 Jahre Projekterfahrung
- Zertifizierte Sinus Mileu-Expertin
From workshop to launch: our services
-
Naming
Translate your strategy into a name that differentiates.
-
Brand design
Translate strategy into a distinctive design system.
-
Brand story
A narrative that gets to the heart of your offering’s value.
-
Brand communication
Roll out your branding across all touchpoints.
Our workshop methods for you to download
Use our workshop methods to discuss your brand more purposefully as a team and clarify key questions.
-
Develop brand values with examples and exercises and define what the brand stands for
-
A mission statement formulates the added value of a brand’s services and is an essential part of the brand identity.
-
Define the brand personality: with the Brand Personality Sliders template.
-
Summarize your brand identity at a glance: With our Brand Frame® template
-
Define a specific goal that the brand wants to achieve within a defined period of time.
-
Define for whom and for which needs the brand offers solutions
Frequently asked questions about the brand workshop
What is a brand workshop?
A brand workshop is a facilitated working format in which the key foundations of a brand are developed together. These include positioning, target audience, ambition, mission, competence, tonality, brand values and brand essence.
The goal is to create a shared understanding of what the brand stands for and how it should be perceived internally and externally. Unlike a regular meeting, a brand workshop follows a clear structure with selected methods, exercises and decision-making questions.
A brand workshop is particularly helpful when different perspectives need to be brought together: management, marketing, sales, product development or HR. The result is a brand vision that serves as the foundation for design, communication and brand management.
Why is a brand workshop important?
A brand workshop creates clarity before investing in design, communication or further measures. Without a shared strategic foundation, inconsistent messages, subjective design decisions and differing ideas about what the brand stands for can quickly emerge.
The workshop clarifies key questions: Who is the brand relevant to? What differentiates it from the competition? Which values shape it? What promise does it make to its customers?
A brand workshop therefore reduces friction and creates a shared foundation for the next steps.
When does a brand workshop make sense?
Regardless of the size, age, industry or structure of your company, there are typical scenarios in which a brand workshop is helpful:
- Founding: For developing a brand presence tailored to the target audience as part of founding a company or launching a new brand.
- New set-up: For reviewing the status quo and future positioning following structural changes within the company, for example when expanding the portfolio or brand architecture.
- Rebranding: For developing a strategic creative briefing when planning an update of the corporate design.
- Website relaunch: To review whether the visual identity still reflects the brand appropriately before the website is redesigned and developed.
What is developed in a brand workshop?
A brand workshop develops the key building blocks of the brand identity. These include competence, target audience, positioning, tonality, ambition, mission, values and brand essence.
Depending on the starting point and objectives, individual topics are explored in greater depth or supplemented.
At Helder, the results are structured, consolidated and fully developed after the workshop. They do not remain as loose notes, but are translated into a usable brand model.
The result serves as the foundation for brand design, brand story, naming, website, brand communication and brand management.
Who should take part in a brand workshop?
A brand workshop should include the people who shape, manage or later apply the brand. These usually include management, founders, marketing, sales, product development, HR and relevant senior leaders.
People with decision-making authority are particularly important because they need to support the strategic direction and legitimize later decisions. We recommend the following set-up:
- Decision-makers – including future decision-makers:
Founders, CEOs and VPs often have clear ideas and make the final decisions. Without their participation, there is a risk that the workshop results will not be implemented later. Their involvement is therefore essential. - Marketing:
Marketing is responsible for brand communication and later implements the results operationally. That is why the responsible marketing experts should be involved in the process from the beginning. - Product development:
Cross-functional groups often open up new perspectives because people work together in the workshop who may not interact directly in their day-to-day work. Product experts can also assess whether the brand promise and product reality align. - Sales:
Sales contributes direct customer knowledge and important insights from interactions with customers. This perspective is particularly valuable for brand development and brand communication. - HR:
To ensure that the brand is also implemented within the company and does not exist only on paper, HR should be involved at an early stage. - Critical and controversial perspectives:
People with critical or controversial opinions should be deliberately included. They challenge assumptions, broaden the perspective and increase acceptance of later decisions.
Which methods does Helder use in a brand workshop?
Helder uses proven methods from brand strategy, positioning and target audience work in its brand workshops. The selection depends on the objective, scope and key questions of the workshop.
Typical methods include the positioning cross, a SWOT analysis, Brand Purpose Boards, Brand Personality Sliders, the Values Challenge, Gallery Walks or the Magazine Cover exercise. They help make abstract brand questions more concrete.
Each brand workshop is prepared individually. The agenda, exercises and materials are selected to match the specific starting point.
How long does a brand workshop take?
Depending on the objective, a brand workshop lasts between four hours and two workshop days. The duration depends on whether individual strategic questions need to be clarified or a complete brand vision is to be developed.
Preparation and follow-up are added to the actual workshop time. These phases are important to ensure that the workshop not only generates good discussions, but also delivers robust results.
How much does a brand workshop cost?
The cost of a brand workshop depends on the format, duration, preparation, follow-up and desired outcome.
It also depends on whether strategic foundations are already in place or whether the brand, competition and target audiences need to be analyzed in advance. A brand workshop including a brand vision starts at €17,000.
A brand workshop often saves time and costs in later project phases because design, communication and decisions are based on a shared foundation.
Can a brand workshop also be held remotely?
Yes. A brand workshop can be held at our office in Berlin, at your company or remotely.
In-person workshops often lead to more intensive discussions. Remote workshops can be particularly useful when teams work across different locations. To make them equally effective, clear working phases, well-prepared boards and clear decision-making questions are essential.
Helder adapts the format, methods and materials to the respective set-up.
What happens after the brand workshop?
After the brand workshop, the results are structured, consolidated and fully developed. At Helder, this becomes the Brand Frame® – a brand vision that clearly documents the key elements of your brand identity.
This result can then serve as the foundation for further steps. These include naming, brand design, brand story, website and further brand communication – both internally and externally.
Ready to sharpen your brand?
Schedule a consultation.
Dr. Birgit Joest
Founder & Strategy Director