Three reasons why you should invest in a Branding workshop and get your strategy right from the very beginning.
In the last few years, we have seen an explosion in the number of startups in a whole range of sectors from food and drink through to brand new niche consultancies. This increase has meant that now more than ever the need for a professionally created brand identity that instantly connects with customers and stakeholders alike is an essential priority – a branding workshop will help you get your branding spot on from day one.
1. Why a branding workshop; can’t I just commission a logo?
So once you have committed to getting your brand right, it is important to establish exactly what it is that you need. A brand is more than just a logo; you need to have a clear understanding of key brand information such as who are your major stakeholders, what are your core values, what are your customer personas, what is your positioning or what is your brand’s Tone of Voice.
If you do not have this information, then you should invest in a brand workshop to answer these and many other questions that are fundamentally required to build a professional and commercially orientated brand identity, not just a logo.
2. Surely I can sort out the brand strategy later once I have got up and running?
Yes, you can but it will be a lot harder and will most likely cost more to remedy in retrospect. A poorly crafted identity can instantly start communicating the wrong values and messages to customers and stakeholders alike.
Trying to change these established opinions can prove incredibly challenging and take a lot of time, effort and money, which could be better spent. A clearly defined brand strategy can form the fundamental bedrock that you build your business or product on.
A professionally delivered brand workshop provides this clarity and confidence from day one and is invaluable in conversations with suppliers or customers alike.
3. I know my product, can’t I just explain what I want each time I need too?
Again, you can; but you shouldn’t be surprised if your needs and expectations change depending on workloads, pressure and budgets. It can be very easy to make changes to brand identity as and when various challenges arrive and before soon you start to lose any consistency, and your brand integrity starts to fail.
One of the outputs of a branding workshop would be a strategically-positioned creative brief that enables an identity to be created along with professional brand guidelines. It is these guidelines that allow your brand to be applied to any and all marketing communications and ensure that your brand is consistent and maintains its integrity.
This would be incredibly difficult to achieve on a case-by-case basis with no defined guidelines, costing more and taking longer at every stage.
So what brand workshop do I need?
Your requirements should dictate the workshop you get; you shouldn’t settle for ‘cookie cutter’ solutions.
Talk to your design agency and ask them what workshops they deliver and what their outputs are.
The first step for either option is to talk to Toast for a free, no obligation chat about the challenge you face.
My title at Toast is Brand Strategy, but what I do is a lot simpler – I help people solve problems. Sometimes I have to identify that problem, sometimes they know already and want me to just come up with the solution and help them apply it.