How To Run A Brand Strategy Workshop
It’s difficult to design a logo, identity or a website for a user that you don’t understand. This is why you should run a brand strategy workshop before you start designing anything for your business.
- What colors should you use for your logo and identity?
- What kind of typography will suit your company best?
- What type of look & feel should you aim for?
- What features and functions should you include on the web?
- What’s really important to your customers?
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If you ask yourself some of these questions, you’re in the right place.
In this article I will show you how strategy and design work together and why you should NOT jump straight into executing your design ideas but rather take a step back and lay the foundation for the creative work to come.
You can use this strategy framework to design your brand identity, build your website, mobile app or basically to do any other type of design for a business.
So here’s where my brand strategy framework steps in.
In this article I will show you how I run strategy workshops for startups.
It’s a framework driven by a philosophy…
I run this simple strategy workshop with clients in order to help them identify who they are as a brand and what their customer’s needs are.
How strategy and design align
The strategy precedes design so that you can get actionable insights and address business objectives in the next phase — designing the experience.
The framework that I use helps me transfer the organizational knowledge that you have onto me, so that I can translate that into something that your customer understand and value (designing the experience).
Aligning an organization’s vision with its customers’ experience is the goal of brand strategy.
I believe that in the 21st century bridging the gap between business needs, strategy and design requires a whole new way to design.
1. Working in close collaboration with clients
2. Iteratively scaffolding to a solution
3. Confidently facilitating ideas
4. Listening and considering all the team’s ideas
Why brand strategy is important?
You may wonder why you need brand strategy and how it can benefit your business.
Let’s distinguish two scenarios of approaching a new design project: one with and the other without strategy:
Depending on the project, a strategist may include more smaller steps in-between: Stylescapes, Sitemaps, Wirefames, Prototypes etc. before getting to high fidelity designs.
A regular designer, on the other hand, will almost always jump right into designing without properly defining the problem and doing strategy & research which leads to miscommunication and countless revisions.
Save time and money and get your designs more accurate with brand strategy!
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PS. If you’re a client — Hire me to run the Strategy Workshop for your brand.
