Brand Workshop: Reinvigorate your USP
Heinrich Marketing
Brand Workshop
Reinvigorate your USP. Refresh your core message. Recharge your differentiation strategy. You need it to keep tactics and strategy aligned.
Your clients need it to reassure them that amidst the newest marketing mumbo-jumbo, you’re still the company they know and love.
Two ways a brand workshop can work:
1. As a refresher for your current tactics, where the workshop reinforces core concepts that can and should be woven into everyday work
2. As a sub-brand kick-off for a new initiative such as a loyalty program, where your workshop sets the stage for further execution and strategy.
Four reasons to put it on the calendar now:
1. Because it helps to coordinate the clutter. With so many communication vehicles available, it’s more important than ever to create a consistent message, a consistent voice, a consistent image. And THAT is brand.
2. Because your employees need it. Brand should guide decisions on copy, design, client acquisition, negotiation and much more. And a workshop ignites their passion. Passion about YOUR brand.
3. Because it stakes your claim. If you don’t define your brand, your client and consumer will. And you may not like the results. They’re going to weigh in anyway, be ready with your own manifesto.
4. Because brand has reached a human level. Gary Vaynerchuck, wine enthusiast and digital superpower advises people to “be your own brand”. Products and services need to fall in line.