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WORKSHOPS & CONSULTING
Brand Arrow® has a brand strategy framework that can suit different client sizes and budgets. The Brand Arrow® workshop delivers a brand strategy in a single to day, while Brand Arrow® IDEA is a consulting process designed for larger or multi site teams and allows for deep one-on one engagement with key stakeholders.
BRAND ARROW WORKSHOP
®
A one day workshop, aimed at smaller teams and start-ups seeking clear direction and definition of their brand offer. Working with a 3 metre wall chart, the workshop develops and delivers a brand strategy that follows the Brand Arrow® Framework. Collaborative in development yet directional in delivery the Brand Arrow® workshop will identify the following six key building blocks:
1: VISION
Defining your destination - where you are headed
2: POSITIONING
Describing the essence of your organization
3: PROPOSITION
Communicating that essence to your audiences
4: VALUES
Capturing your character in six words
5: AUDIENCE
Defining who to, and who not to, engage with
6: KEY MESSAGING
Creating the most powerful hierarchy of messages
After the day your team will have all it needs to ensure that all sales and marketing will have the maximum impact because each element will be working together to fire your brand into the hearts of your audience.
To explore how a Brand Arrow® workshop would work for you and your team, 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
"Brilliant! Bruce took the senior leadership team through the Brand Arrow process, helping us focus on the value we deliver to customers, shift our mindset and identifying the need for a benefit led brand strategy that is now shaping the content of our new web site, marketing collateral and messaging. Great job thank you."
Sal Murdoch, Marketing Director, Fiscal Technologies
"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
"‘Bruce’s enthusiasm and energy injected a buzz into our recent CIM tutor conference. His Brand Arrow model was really well received and helped create a conversation around this important subject area’"
Maureen Wincott, Learner Partnerships Manager, Chartered Institute of Marketing
BRAND ARROW IDEA FRAMEWORK
®
Used in over 60 client engagements over 10 years, the IDEA process is designed for larger - 30 plus - more complex organisations with a global or multi site leadership team, with a wide diversity of leadership direction and the need for deeper one-on one engagement.
INSIGHT
To understand the essence of the client, the dynamics of the operation and its ambitions by spending time with the leadership team, visiting its operations and completing confidential depth interviews with key stakeholders across the organisation.
I
DEVELOPMENT
The preparation, moderation and analysis of a three hour workshop with key stakeholders to start to explore the themes coming from the Insight stage.
D
EXPRESSION
To develop and present the brand strategy that wraps up all the learning from the previous two stages and captures the essence of the brand in an accessible and concise way. This also includes the development and presentation of a creative brief.
E
APPLICATION
The brand strategy and learnings from the process along with a clear breakdown of the application needs will be contained in a communications brief that is be used to guide the development and cost estimate for marketing collateral.
A
Brand Arrow® IDEA usually takes between 10 to 18 consulting days over a 4-6 week period with the following deliverables contained in a 5,000 word Brand Strategy report.
1: SECTOR
Distilling the sector needs, themes and future trends that will shape the brand
2: VISION
Your destination - the barriers and drivers to reaching it
3: POSITIONING
Describing the essence of your organization
4: PROPOSITION
Communicating that essence to your audiences
5: VALUES
Capturing your character in six words
6: AUDIENCE
Defining who to, and who not to, engage with
7: KEY MESSAGING
Creating the most powerful hierarchy of messages
8: ELEVATOR PITCH
A concise definition of the
clientproblem and how the
brand solves that problem
9: COMMUNICATIONS BRIEF
A directional brief to deliver absolute clarity to the client and design teams
To find out if the Brand Arrow® IDEA would be the right fit for your team, drop Bruce a line here.
BRAND ARROW® IDEA FEEDBACK
"Bruce brought with him a keen strategic vision and a spirit of collaboration and encouragement. We are grateful for his contribution to our business and wish him well."
Uwe Weiss, CEO, Blue Yonder
Yes, Bruce delivered a brand strategy that has shaped how we communicate with our customers, but, it was the way he engaged with us that was actually more influential because it created space for the whole global network to work together to create a strategy that we all own and are proud of.
Rick Seabrook, Managing Director, Europe.
"The most striking thing about Bruce is his capacity to listen. He was able to take what's in the culture of Hampstead Tea and develop a brand strategy that has become a powerful tool in helping us evolve our brand."
Kiran Tawadey, Founder, Hampstead Tea, London