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Define what your brand really stands for
Clear differentiation and positioning is essential for any brand – regardless of B2B, B2C or D2C – to be successful in the marketplace.
This applies to both the competition and the job market. For consistent communication of your performance and added value, it must be clear what your brand really stands for, for which target groups it is relevant and with which messages you can reach the target group.
In the brand workshop, we work with you to develop a strategic brand mission statement that enables you to position the brand effectively, differentiate it and communicate it consistently – both internally and externally.
Why brands need a clear identity
The days when product or service quality alone prevailed are a thing of the past. Every year, tens of thousands of trademarks are filed in Germany alone. In 2024, the DPMA counted 80.365 new applications.
In view of the unmanageable offer, it is indispensable to position oneself clearly and to communicate what the brand really stands for.
For branding that appeals to the right people, it is essential to develop a pointed POSITIONING and differentiated value proposition, a redeemable promise and an unmistakable storytelling.
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Competence
Formulation of performance and added value of the brand.
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Definition of target group
Using sinus milieus and buyer personae to show to whom the brand speaks.
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Tonality
Definition of a tonality with which the target group identifies.
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Brand Purpose
A clear statement of why the brand is in the world.
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Ambition
Memorable statement of what the brand is striving for.
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Brand Mission
Memorable statement of the customer’s added value.
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Brand Core
The superpower of the brand.
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Brand values
Clear definition of what the brand stands for.
The workshop result: a clear brand identity.
We document the contents from the workshop in words and pictures and formulate them. The result is a brand frame for the positioning, brand design and storytelling of the brand.
Testimonials
Feedback from our clients
Community, tech and lifestyle brands develop their brand mission statements in our brand workshops.
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
"Together with Helder, we successfully developed a new name and brand identity that resonates even more strongly with our target audience."
Björn Wisnewski
Founder
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
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
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!”
“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.”
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
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
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Book a brand workshop
According to your needs we create
the agenda, choose methods and organize the set-up. -
Sharpen your brand identity
Guided by two facilitators, you will co-creatively develop your brand mission statement in the workshop using the Helder Brand Frame® brand model.
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Positioning the brand
With the Brand Frame® you position and communicate your brand clearly: on all channels, internally and externally.
Methods and contents of our brand workshops
Together with our clients we create the basics for a brand profile in a day with values, vision, mission, positioning, target group analysis and mood board.
We work in plenary as well as in (small) groups. In advance, we get an overview of the documents provided by the customer: sketchy descriptions of target groups / personas, information on product portfolio, strategy and competitors and others – the more input, the better.
We supplement these with our own research: on the brand and the market as well as interviews with stakeholders.
In the workshop we use a toolbox of different moderation methods or design thinking exercises, such as the following examples:
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Presentation of Analysis
Research results on brand, market participants, target groups and initial impulses.
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Brand Values
The BRAND VALUES for which the brand stands are identified and a core value is defined.
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Positioning cross
The brand is positioned in the competition by the plenum on the basis of a positioning cross.
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Brand Purpose Board
Identification of the BRAND PURPOSE and alignment of goals, target group needs and brand solutions on a matrix.
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Buyer personae
Based on stakeholder interviews, we build Buyer Personae to understand their needs.
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Brand Personality Sliders
You position your brand between opposite poles, e.g. Young and Innovative vs. Established and Classic.
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Gallery Walk
You use visuals to illustrate how the core value feels and looks.
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Magazine Cover
Using a fictitious article, you illustrate how your brand will be talked about in the future.
Advantages of the brand workshop
- Efficiency: Concrete results in a short time: through compressed, intensive content work without the distraction of day-to-day business.
- Change of perspective: View the brand from the customer’s point of view: As an external sparring partner, we hamronize self-perception and external image as brand consultants.
- Enthusiasm: Discovering the brand’s unrecognized potential: There is often more to the brand than meets the eye in daily business. In the brand workshop, you rediscover the power of the brand together.
- Participation: Strengthen identification with the brand, create multipliers: by involving employees in the process. Multiplicators.
- Orientation: The brand identity is a blueprint for brand communication: Orientation in day-to-day business and guard rail for brand strategy decisions.
- Pitch alternative: Creating a common understanding of tasks and goals: A brand workshop is a good test for a collaboration – in terms of content, expertise, culture, personality – and creates an optimal basis for the right brand design.
Workshop formats we offer
We know: Many executives are “workshopped-out.” Helder brand workshops are therefore deliberately focused.
We don’t discuss the one perfect phrase, but define the brand strategy fundamentals together in a guided process.
Depending on requirements and objectives, we offer different formats that can be customized in scope, duration and focus, e.g.:
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C-Level Brand Workshop
Duration: 4-6 h
Participants: founders, managing directors
Suitable for: Development of vision & purpose statement -
Brand Focus Workshop
Duration: 7 h
Participants: C-Level, executives, multipliers
Suitable for: Partial development of a brand mission statement based on the Helder Brand Frame® brand model, e.g. values, core value, USP, mission statement -
Frame your Brand® Workshop
Duration: 2 x 7 h
Participants: C-level, executives, multipliers
Suitable for: Development of a complete mission statement based on the Helder Brand Frame® brand model incl. Competence, ambition & mission, values & core value.
Meet the facilitators
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Dr. Birgit Joest
Founder & Strategy Director
- PHD Medienwissenschaft
- 20 Jahre Markenerfahrung
- Certified Story Brand Guide
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Marina Mengis
Brand Strategy
- International Business Management B.A.
- 9 Jahre Projekterfahrung
- Zertifizierte Sinus Mileu-Expertin
Request a non-binding offer
What questions can the brand workshop answer?
In the workshop, we develop answers to fundamental questions that every company must ask itself in order to survive in the future, e.g.:
Who should participate in the brand workshop?
A brand workshop opens up the space to take a step back and look at the brand from a certain distance – that is, from the perspective of the people who are to be addressed. If you choose to attend the Brand Focus Workshop or the Frame your Brand® Workshop, we recommend the following executive-level team set-up:
- Decision-makers (including future ones): Founder:s, CEOs, VPs. They usually have strong opinions and make the final decisions. Without their participation, there is a risk that results of the workshop will not be implemented. Their participation is therefore absolutely necessary.
- Marketing: Mainly responsible for external communication so far and will be in the future. Your marketing experts must therefore be involved in the process.
- Product Development: Groups of heterogeneous experts often discover surprising new perspectives because people work together in the workshop who do not necessarily do so in their everyday work. Product experts are in the best position to judge whether what is promised can actually be implemented.
- Sales: They form an excellent interface between internal and external perspectives. Interaction with customers provides important insights that are very valuable for brand development and communication.
- HR: To ensure that the brand is implemented in the company and does not just exist on paper, it is important to involve HR managers in the development of the brand.
- Controversial opinions: Many teams have individuals who stand out with their opinions. Even if this does not make a discussion any easier, it is important to allow different perspectives on the brand – they help to take off the blinders of everyday life. In addition, potential doubters are brought on board directly, which is an advantage during implementation.
When is a brand workshop useful?
The brand workshop is an effective method for developing brand positioning, brand strategy and brand design.
The format is an established part of the brand process for good reason. Regardless of your company’s size, age, industry or organization, there are typical scenarios where a brand workshop is helpful:
- Foundation: For developing a brand identity that is appropriate for your target audience in the course of starting a business or launching a new brand
- New setup: For reviewing the status quo and future positioning due to structural changes in the company, e.g., when expanding the portfolio or brand architecture
- Rebranding: For the preparation of a creative brief in the case of a planned update of the corporate design
Website relaunch: To challenge whether the appearance still adequately reflects the brand before(!) relaunching the website.
Helder brand workshop – key data at a glance
- Duration: from 4 hours to 2 x 7 hours (depending on requirements, excluding preparation and follow-up)
- Moderation: Two Helder brand strategists moderate and lead through the workshop.
- Space: The workshop takes place in a fully equipped studio in Berlin, on-site at the client’s location or remotely.
- Materials: We provide all materials needed for the workshop.
- Costs: The costs depend on the effort, which can vary according to the project scope. We will gladly make you a non-binding offer.
Brand Workshop FAQ
Overview of frequently asked questions
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What is a brand workshop?
A brand workshop helps develop a new brand or evolve an existing brand. It is serves as a space of self-reflection where values, core, ambition, mission and competence of the brand are identified. The goal is a clear brand profile that differentiates the brand from the competition.
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Why is a branding workshop important?
A brand workshop is important to position the brand correctly and to differentiate it desirably. The brand workshop helps to define what the brand stands for, to develop the brand identity and the brand personality, so that stakeholders can identify with the brand.
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What is developed in a branding workshop?
The goal is to develop a clear brand profile that forms the basis of the brand strategy. For this purpose, we consider brand values, competence, ambition and mission and discuss which messages cover the needs of potential customers.
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When is a branding workshop useful?
When developing a brand design in the course of founding a company or (further) developing a brand, for reviewing or developing a brand architecture, in the case of structural changes within the company or a relaunch of the website.
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Who participates in a brand workshop?
A diverse team constellation offers different perspectives on the brand and thus an optimal basis for self-reflection. A professionally, hierarchically and personally heterogeneous group is recommended as participants.
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How long does a brand workshop last?
A brand workshop usually lasts 6 hours. Including breaks, you should take a day to look at and develop the brand together.
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What methods do you use in a branding workshop?
A branding workshop consists of analytical and creative methods. These are worked on individually and in teams. Each exercise helps to discover potential and gain clarity for the brand.
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How much does a branding workshop cost?
The costs for a branding workshop are based on the effort of preparation and follow-up, which can vary depending on the project scope. The costs cover the research, the strategic preparation, the consulting and the development of the brand profile.
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What is meant by a co-creative workshop?
In a co-creative brand workshop, partners and clients develop the brand with the help of individual and collaborative thinking and action. A dialogue at eye level is the basis for the collaboration.
Want to book a branding workshop?
Get in touch.