Brand DNA Workshops
Build the foundational tools to carry your brand identity to every corner of your business. Scalable to any size team or brand.
The Brand DNA model is the most powerful tool for market differentiation. We help you assess existing brand material and create a framework that defines your unique emotional and functional points of difference—keeping your entire organization focused on that messaging every day.
The Deliverable: Brand DNA Deck
What’s Inside: Strategic Overview: A summary of the workshop findings (2 pgs).
Brand DNA Pyramid: A single-page tool for daily use in guiding your team (1 pg).
Consumer Profiles: Detailed profiles and moodboards for your target audiences (4 pgs)
You will receive a deck in PDF and PPT format, allowing it to remain a "living document" as your brand evolves.
What We Analyze & Define
We assess your existing brand identity to find gaps, confirm assumptions and help you create a framework that every person on your team can use to consistently bring your brand to life:
The Brand DNA Pyramid
Keep your brand's message laser focused and clear. Build your brand equity and maintain your brand's health with a Brand DNA Workshop.
We use a highly effective format, enlisting a cross-section of your leadership team, to help you define the core elements of your brand's character, ensure differentiation, and identify your areas of focus:
- Brand Promise: The commitment you make to your customer.
- Archetype & Personality: The human traits of your brand.
- Points of Difference & Parity: What sets you apart vs. what defines your category.
- Values & Purpose: Your core beliefs and mission.
This 1-page filter will become the center of your brand, and acts as a lens for all future tactical and strategic decision-making.
With this filter in-hand, we help you take a look at who this message is for.
Your Core Audience Profile
We help you refocus on your core audience—the consumers for whom your brand’s promise is a non-negotiable part of their identity. Their intense loyalty provides the brand with its soul and authenticity.
Your Secondary Audience Profile
We help you refine the definition of your secondary audience, who are drawn to your brand by the "halo" of trust and credibility created by your relationship with the core consumer.
Timeline
Week 1 - Preparation
Preparation & Interpretation - ACV reviews pre-work material (current guidelines, assets, content) to conduct a brand identity audit and initiate the workshop conversation
Week 2 - Brand DNA
Brand DNA Workshop (2 to 6 Hours) - A workshop with key cross-functional team members focused on defining the Brand DNA Pyramid elements (personality, purpose, values, reasons to believe, etc.).
Week 3 - Consumer Profiles
Target Consumer Workshop (1 to 2 Hours) - A workshop focused on defining core and secondary consumer profiles and understanding the principles of applying those profiles to marketing activities.
Week 4 - Refinement
Week 4: Team Discussion (1 Hour) - A meeting to brainstorm and refine the results with the the brand team. Additional review sessions can be scheduled as-needed with subsets of the team and principals until we get it just right.
Week 5 - Finalization
Brand DNA Finalization (1 Hour) - A meeting to discuss the results and provide the finalized Brand DNA Pyramid and Consumer Profiles deck to the workshop team.
Week 6 - Embedding
Brand DNA Embedding (1 hour) - Our team can help you present the findings to your organization and help your team understand the application of this critical filter across the brand.