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WORKSHOPS
Brand Arrow® online workshops are made up of four two hour zoom sessions
that deliver a brand strategy in a week, and the Brand Arrow® on-site
workshop is done and dusted in a a single to day.
Every brand needs a point, a sharp definition of its purpose that will stick in people's minds..
The Brand Arrow® workshop will deliver a crystal-clear idea about what your brand stands for, what it needs to achieve, how relevant you are to customers, and why those customers should buy from you and not the competition.The video below introduces the award winning Brand Arrow® framework and how it can deliver a brand strategy in a single day
DELIVERABLES:
1
Capture a Vision for Your Business
Define a vision the whole team can understand and head towards
2
Identify your Drivers and Barriers
The drivers (assets) to reach the vision and barriers (issues) that could stop you
3
Describe your Benefits and Features
What problems are you solving (benefits) and how you solve them (features)
4
Define your 5 most compelling key messages
That can shape your copy across your web site and marketing collateral
5
Deliver a Value
Proposition
100 words that define the customer problem and how you uniquely solve it
6
Define a Brand Positioning
That marks you out as relevant to your customers and different from the competition
7
Prioritise your key customers
And identify the characteristics they
all share
8
Create a set of brand values
To act as a benchmark for your team and a hallmark for your customers
ON SITE:
Using a 3 metre wall chart, delegates will be led through the elements that make up the Brand Arrow® Framework. Collaborative in development yet directional in delivery the framework creates the space to
listen and understand the challenges your brand faces and provides absolute clarity about the direction
the brand needs to take. The results from completed Brand Arrow chart will be edited into a two thousand word brand strategy document.
WHAT TO EXPECT OVER THE DAY:
PRESENTATION
9.00am - 10.00am
Brand strategy what it is and what it does
VISION
10.00am - 12.00pm
Where to head to and the barriers and drivers to reaching it - if we are going to equip the brand to get to its destination, we must know where that is.
KEY MESSAGES
1.45pm - 3.15pm
Constructing by identifying the problem the brand is solving, its key features, benefits and what differentiates it from its competitors.
LUNCH
1.00pm - 1.45pm
AUDIENCES
12.00pm - 1.00pm
Defining the brand’s most important audiences or stakeholders and capturing the 5 characteristics they all share.
BRAND STRATEGY
3.15pm - 5.00pm
Using the collective wisdom of the Brand Arrow to create the positioning, proposition, brand values and value proposition.
To find out more about the Brand Arrow® on-site workshop please email Bruce here.
BRAND ARROW® FRAMEWORK, INTERACTIVE FOR THE SMALL SCREEN AND 3 METERS LONG FOR THE CONFERENCE ROOM WALL.
ONLINE:
Over a series of four two hour Zoom calls over the course of week, using an interactive Brand Arrow® framework, a mixture of guided discussion, break out rooms and white board work, up to 12 delegates will be taken through the Brand Arrow® process.
What to expect over the course of the 4 sessions:
SESSION 1
VISION:
Capturing a vision the whole team can head towards, the drivers to reach it and barriers that could stop you.
SESSION 2
KEY MESSAGES:
Identifying the problem the brand is solving, its key features, benefits and what differentiates it from its competitors.
SESSION 3
AUDIENCES:
Defining the brand's most important audiences or stakeholders and capturing the characteristics they all share.
SESSION 4
BRAND STRATEGY:
Using the collective wisdom of the Brand Arrow to create the positioning, brand values and value proposition.
To find out if a Brand Arrow® online workshop would be the right fit for you, drop Bruce a line here.
WORKSHOP FEEDBACK
"Bruce’s methodology and workshop was very effective– in short order we aligned everything from Vision to Positioning with full team buy-in along the way. Thank you from the Acin team."
Paul Ford, CEO, Acin
"Bruce is a skilled brand strategist who helped us navigate the complexity of the WFTO brand and its key messaging. Using the Brand Arrow methodology, he worked inclusively with me, the leadership team and board to facilitate a process where we co-created and co-owned our brand strategy."
Erinch Sahan, CEO, World Fair Trade Organization
"Although from different walks of life, Bruce is a kindred spirit and very quickly understood who we are, how we work and what we needed. His work with us has been very influential in shaping how we now market the disparate elements of our brand - and if he can do that for us, he can do it for anyone!”
Prof. Mark Hannaford FEWM, CEO World Extreme Medicine
"Bruce was able to take a complex technical specification for a new product and by using the Brand Arrow process created a crystal clear proposition that has directed all the launch communications for the product."
Dr. Michael Prim, Enterprise Architect Int, Blue Yonder GmbH