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.

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.

Three steps to a clear brand identity

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.

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.

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

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

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.

Markenworkshop FAQ

Überblick der häufig gestellten Fragen