Position your brand.
With the Branding Workshop
from Helder.

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 2022, the DPMA counted 72,427 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.

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.

The methods we use in brand workshops

In our brand workshops, we work with our clients to develop structured content within a specific time frame. Depending on the scope or question, we draw from a toolbox of tried and tested methods. Both have the advantage of not getting bogged down. We offer our set-up both on-site in Berlin or at your location as well as remotely as a digital format.

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.:

Meet the facilitator

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