Clarify what your brand really stands for — in the brand workshop.

Together we take a fresh look at your brand from a different angle.

Know what the brand really stands for

Clear differentiation from the competition is essential for every brand – B2B as well as B2C – to operate successfully in the market.

In our brand workshop, we develop the tools you need to effectively differentiate the brand and manage it internally and externally:
A clear definition of what the brand and its services really stand for, for which target groups they are relevant, and how to reach the target group.

Markenworkshop Personae
Markenworkshop Teilnehmerin

Brands for which we have created clarity

Community, tech and lifestyle brands that we had the pleasure of supporting with our brand workshops

Why brands need a clear identity

The days when product or service quality alone prevailed in the long term are a thing of the past. Every year, tens of thousands of trademarks are registered in Germany alone. In 2020, there were 89,442 new registrations despite the pandemic. That’s 13.5% more than the year before.

Considering the immense choice, it is vital to position oneself clearly and to communicate what the brand really stands for. Therefore, for a cutting-edge positioning and branding that appeals to the right people, it is essential to develop a differentiated value proposition, the redeemable promise and an unmistakable target group approach.

Admittedly, it’s tempting to go broad because you don’t want to exclude any target group. On the other hand, who likes to go out for pizza at an Asian restaurant? If you try to please everyone, you won’t create a clear image, figuratively or literally.

Workshop result: the brand in a nutshell

We document the contents from the workshop in words and pictures and formulate them. The result is a brand frame for the positioning, the brand design and the storytelling of the brand.

  • Markenkern

    Brand core, brand values

    Clear definition of what the brand stands for.

  • Brand Purpose Icon

    Brand Purpose

    Memorable statement of why the brand is in the world.

  • Golden Circle Icon

    Golden Circle

    Articulation of why, how and what the brand offers.

  • Brand Vision Icon

    Brand Vision

    Memorable statement, what the brand is striving for.

  • Zielgruppe Icon

    Definition of target demo

    Using sinus milieus and buyer personae to show to whom the brand speaks.

  • Brand Mission Icon

    Brand Mission

    A tangible statement of added value for customers.

  • Brand Story

    Brand Story

    Narrative of the brand that can be transferred to all touchpoints.

  • Tonalität Icon


    Definition of a tonality with which the target group identifies.

Three steps to a clear brand identity

  • Briefing

    1. Book Brand Workshop

    You define your goals, we take care of space, framework and structure.

  • Workshop

    2. Define your brand identity

    In this one-day workshop, we clarify co-creatively what your brand really stands for.

  • Markenstrategie

    3. Communicate consistently

    With the brand frame, you communicate quite consistently: at all touchpoints, internally and externally.

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Let’s talk about your brand

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Advantages of a workshop and brand frame

  • Efficiency: The compressed, intensive examination of content without distraction by day-to-day business leads to concrete results in a short time.
  • Change of perspective: As an external sparring partner, we challenge self-perception and make it possible to view the brand from the customer’s point of view.
  • Enthusiasm: There is more to the brand than is perceived in daily business. It is not uncommon to discover unrecognized sides of the brand or to rediscover the power of the brand together.
  • Participation: Involving employees in the process strengthens identification with the brand and creates multipliers.
  • Orientation: A brand frame offers orientation in day-to-day business and facilitates strategic decisions through guard rails. It is a blueprint for brand communication.
  • Pitch alternative: A brand workshop is a good test for our collaboration – in terms of content, expertise, culture and personality. It creates a common understanding of tasks and goals – and thus an optimal basis for the right brand design.
Dr. Birgit Joest moderiert Personality Sliders Methode im Markenworkshop

How we create clarity in the brand workshop

Together with our clients, we develop values, purpose, positioning, product vision and look & feel of the brand in one day. The set-up: Depending on the location, we offer both on-site in our studio and remotely as a digital format.


  • Kartenabfrage Brand Values

    Presentation of Analyse

    Research results on brand, market participants, target groups and initial impulses.

  • Brand values Markenworkshop-Methode

    Brand Values

    The brand balues that the brand stands for are determined and a core value is defined.

  • Markenworkshop Methode Positionierungskreuz Wettbewerb

    Positioning cross

    The brand is positioned in the competition by the plenum based on a positioning cross.

  • Markenworkshop Methode Personae Zielgruppe

    Buyer Personae

    Based on stakeholder interviews, we build buyer personae to understand their needs.

  • Brand Purpose Board

    Brand Purpose Board

    Identification of the brand purpose and alignment of goals, target group needs and solutions of the brand on a matrix.

  • Markenworkshop Personality Sliders Methode

    Brand Personality Sliders

    The plenum locates the brand between opposing poles, e.g. Young and Innovative vs. Established and Classic.

  • Markenworkshop Methode Gallery Walk – Moodboard

    Gallery Walk

    The plenary illustrates what the CORE VALUE feels and looks like using visuals.

  • Markenworkshop Methode Magazine Cover

    Magazine Cover

    The plenum uses a fictitious article to illustrate how the brand should be seen by the public.


Meet the moderators

Birgit Joest

Dr. Birgit Joest

Strategy Director

  • Founder of Helder
  • PHD Media Studies
  • 15 years of branding experience
Marina Mengis

Marina Mengis

Brand Strategy

  • International Business Management B.A
  • Certified Sinus Milieu Expert
  • 7 Years experience in project management

When is a brand workshop useful?

The brand workshop is an effective method for self-reflection.
The format is an established part of the brand process for good reason.
A well-structured and professionally facilitated workshop has many advantages for customers. Regardless of size, age, industry or type of organization, there are typical scenarios that require clarity of content:

  • Foundation: Development of a brand identity in the course of founding a company or developing a new brand
  • New setup: Structural changes within the company that require the brand to be positioned, e.g. in the further development of the portfolio and brand architecture
  • Rebranding: Creation of a creative brief for the further development or updating
    of a brand design
  • Relaunch Website: Check whether the appearance still adequately reflects the brand

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What questions can the brand workshop provide answers to?

In the workshop, we elaborate answers to fundamental questions that every company must ask itself in order to succeed in the future, e.g.:


Who should attend the brand workshop?

A brand workshop opens up the space to take a step back and look at the brand from a certain distance – meaning from the perspective of the people who are to be addressed. To make the most of this space, we recommend considering the following team set-up as much as possible:

  • Decision-makers (including future ones): These can be founders, CEOs, VPs or team leads. They usually have strong opinions and make the final decisions. Without their participation, there is a risk that the results of the workshop will not be implemented.
  • Marketing experts: They have been primarily responsible for external communications to date and will continue to be so in the future. It is therefore essential that they are involved in the process.
  • Product experts: technically heterogeneous Groups 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 also in the best position to judge whether what is promised can actually be implemented.
  • Sales experts: They form an excellent interface between internal and external perspectives. Interaction with customers provides important insights that are essential for brand development.
  • Controversial opinions: In many teams, there are people 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.

Client feedback

„The brand workshop still forms the basis of our communications strategy today. It has made brand management of Weingut Prinz Salm much easier for us, because we now have a clear basis for decision-making.“

Felix Prinz zu Salm-Salm
Owner, Weingut Prinz Salm

„Helder has the ability to capture the essence of the company’s idea and translate it into one word. We have benefited from this for our own brand as well as our clients.“

Clemens Reisbeck
head of communications, werter

„Together with Helder, we developed a narrative that makes complex services and products understandable, accessible and desirable.“

Nathalie Thomsen
Marketing Manager, DCSO

„In the brand workshop, we experienced the potential of our brand from a new perspective. The process has positively changed external and internal brand perception.“

Wulf Rowek
CEO, entity

„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. In this way, we have significantly increased consumer confidence in our seals and brand awareness.“

Manuel Maillard
Marketing Manager, MSC

„With Helder, we have not only developed a brand, but also a lifestyle. Together we created a value strategy and based on it a brand design that I can identify with 100%.“

Nina Hansen
CEO, Lourie

Helder Brand Workshop — Overview

  • Duration: 6 hours (excluding preparation)
  • Facilitation: A team that consists of Helder’s brand strategy and brand design leads 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 the materials needed for working
  • Costs: The costs depend on the effort of preparation and follow-up, which can vary depending on the project scope. We will be happy to make you a non-binding offer.

Request a non-binding offer

Schedule a consultation

Markenworkshop FAQ

Überblick der häufig gestellten Fragen

  • Was ist ein Markenworkshop?

    Ein Markenworkshop hilft eine neue Marke zu entwickeln oder eine bestehende Marke weiterzuentwickeln. Es ist dient als Raum der Selbstreflexion, in dem Werte, Kern, Purpose, USP und Tonalität der Marke identifiziert werden. Das Ziel ist ein klares Markenprofil, das die Marke vom Wettbewerb differenziert.

  • Warum ist ein Markenworkshop wichtig?

    Ein Markenworkshop ist wichtig, um die Marke richtig zu positionieren und begehrlich zu differenzieren. Der Markenworkshop hilft zu definieren wofür die Marke steht, die Markenidentität und die Markenpersönlichkeit zu entwickeln, dass sich Stakeholder mit der Marke identifizieren können.

  • Was wird in einem Markenworkshop erarbeitet?

    Das Ziel ist die Entwicklung eines klaren Markenprofils, das die Grundlage der Markenstrategie bildet. Dafür betrachten wir Markenwerte, Purpose, Zielgruppen und Ziele der Marke und erörtern welche Botschaften, die Bedarfe potentieller Kund:innen abdecken.

  • Wann ist ein Markenworkshop sinnvoll?

    Wann ist ein Workshop sinnvoll? Bei der Entwicklung eines Brand Designs im Zuge einer Unternehmensgründung bzw. der (Weiter-) Entwicklung einer Marke, zur Überprüfung oder Entwicklung einer Markenarchitektur, bei strukturellen Veränderungen innerhalb des Unternehmens oder einem Relaunch der Website.

  • Wer nimmt an einem Markenworkshop teil?

    Eine diverse Teamkonstellation bietet verschiedenen Perspektiven auf die Marke und damit eine optimale Grundlage für die Selbstreflexion. Als Teilnehmende empfiehlt sich eine fachlich, hierarchisch und persönlich heterogene Gruppe.

  • Welche Methoden benutzt man in einem Markenworkshop?

    Ein Markenworkshop besteht aus analytischen und kreativen Methoden. Diese werden Einzeln und im Team bearbeitet. Jede Übung trägt dazu bei, Potentiale zu entdecken und Klarheit für die Marke zu gewinnen.

  • Wie lange dauert ein Markenworkshop?

    Ein Markenworkshop dauert in der Regel 6 Stunden.Inklusive Pausen sollte man sich einen Tag lang Zeit nehmen, um die Marke gemeinsam zu betrachten und entwickeln.

  • Was kostet einen Markenworkshop?

    Die Kosten für einen Markenworkshop richten sich nach Aufwand von Vor- und Nachbereitung, die je nach Project Scope variieren kann. Die Kosten decken die Recherche, die strategische Vorbereitung, die Beratung und die Entwicklung des Markenprofils ab.

  • Was versteht man unter einem ko-kreativen Workshop?

    In einem ko-kreativen Markenworkshop entwickeln Partner:innen und Auftraggeber:innen die Marke mit Hilfe individuellem sowie kollaborativen Denken und Handeln. Ein Dialog auf Augenhöhe ist Grundlage für die Zusammenarbeit.

    Ansprechpartner Helder Design

    Dr. Birgit Joest


    030 403 664 76