Branding is a discipline often associated with business creation, public relations, or marketing. Needless to say, it has a lot to do with communication and strategy and, hence is a very powerful tool for businesses. However, there is far more to Branding than simply becoming well-known and making a profit.
Although having a good brand strategy is a prerequisite to financial success and recognition, the primary goal of branding is to create communities around your projects. A brand is like a fairy; it only exists if people believe in it. This is what makes branding a matter of community.
Workshop session with Ludensa's team, a game design company based in London.
Whether you own a business, have created a charity, or any other type of project, the first community of your brand is your team. They are simultaneously the primary target and the actors of the brand. This is why this branding workshop is based on teamwork. The aim is to not only introduce your team to branding strategies, but to also provide them with the active role they need to connect with your brand and make it real.
Targets of the workshop
1. To outline your brand through a series of games.
2. To enable strategic thinking by feeding a conceptual view of your project.
3. To teach how to use brand strategies to generate ideas and solutions in practical situations.
4. To stimulate your team’s involvement in the project by valuing each member’s perspective.
5. To enable your team to become your first brand community.
2. To enable strategic thinking by feeding a conceptual view of your project.
3. To teach how to use brand strategies to generate ideas and solutions in practical situations.
4. To stimulate your team’s involvement in the project by valuing each member’s perspective.
5. To enable your team to become your first brand community.
How does it work
The workshop is divided into three parts:
The workshop is divided into three parts:
A. Building the structure
During the first part, a story will be told staging the avatar of your brand. At every step of this short story, your team will be asked to answer questions that will help us understand what your brand is made of, including: what values it supports, what problem it solves, what are its strength and ways of behaving…
During the first part, a story will be told staging the avatar of your brand. At every step of this short story, your team will be asked to answer questions that will help us understand what your brand is made of, including: what values it supports, what problem it solves, what are its strength and ways of behaving…
This first part is an opportunity to cross perspectives and to learn what your team sees in your project. By the end of the story, we will have traced the first outline of your brand.
B. Giving it some soul
The second part of the workshop will focus on your team members and how they individually relate to your project. What makes a brand is the way individuals connect with a project and appropriate it to make it a piece of their own identity. This is why this part focuses on discovering what ways the brand previously outlined can resonate on a personal level with the members of your team.
The second part of the workshop will focus on your team members and how they individually relate to your project. What makes a brand is the way individuals connect with a project and appropriate it to make it a piece of their own identity. This is why this part focuses on discovering what ways the brand previously outlined can resonate on a personal level with the members of your team.
This part consists of a creative writing game that allows participants to share personal stories anonymously. The stories will then help us refine the image of the brand in construction more effectively.
C. Practical applications
The third and last part of the workshop is about understanding how a brand can be used to solve all sorts of practical situations and be a source of inspiration for marketing, product creation, partnership projects, and many other strategic decisions.
The third and last part of the workshop is about understanding how a brand can be used to solve all sorts of practical situations and be a source of inspiration for marketing, product creation, partnership projects, and many other strategic decisions.
This last part will generate actionable ideas for your project to progress as well as to help continue building brand awareness.
CLIENT TESTIMONIAL
Sara’s workshop was incredibly stimulating. It gave us an all-new perspective on Ludensa, allowing us to reconsider how our work should be structured. It was also for me an opportunity to learn about my team and what they see in the company which highlighted value propositions we hadn't explored yet. We left the room full of ideas for the future of the company.
Sara’s workshop was incredibly stimulating. It gave us an all-new perspective on Ludensa, allowing us to reconsider how our work should be structured. It was also for me an opportunity to learn about my team and what they see in the company which highlighted value propositions we hadn't explored yet. We left the room full of ideas for the future of the company.
Alina Potemska, Creative Director at Ludensa Game Design
