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Posted by on Jun 27, 2014 | 0 comments

3-Step Branding Process and Workshop


branding process, brand positioning process, branding workshop


What are the key steps in an effective branding process? How do you convince your management to invest in branding? What is a branding workshop, and how do you run one?

As a freelance brand strategist, I get asked questions like these quite frequently.  While I’ve offered a variety of answers in some of my most consistently popular posts, I thought it was about time that I put together a detailed overview, in more convenient form, for sharing.  The result?  A new eBook on the nuts-and-bolts of the branding process, yours to download with my compliments.

This easy-to-read, 17-page branding guide draws on my years of experience helping create brand strategies and communications for companies of all sizes, from small-to-medium sized organizations to Fortune 500 marketers (typically for their small-to-medium sized brand initiatives).  It covers:

  • How to lay the organizational groundwork for an effective branding process
  • What the 3 key steps of effective branding are: Discover, Define and Develop
  • How to run your own branding workshop (or what to expect when you hire a branding consultant to run one for you)
  • How to convert brand strategy into practical communications

It also includes

  • A full set of strategy development templates
  • Step-by-step instructions for conducting a branding workshop

What makes this branding book different?
This book – like my whole practice of brand strategy – is about finding the power of your brand’s simple truth.

In other words, it’s not about the brand posturing that has destroyed so much consumer trust – it’s about honestly positioning your brand so that its truly helpful, benefits can be clearly seen and appreciated.  My friend Jay Baer, the best-selling author, might call it “discovering your brand’s essential Youtility” (in fact,  we see so eye-to-eye on the subject that he asked me to write a song for his book Youtility).

Do you need a branding consultant to use this eBook?
This guide is written so that marketers who can’t afford a consultant can still at least run a professional process themselves.  That is certainly better than no process at all, but not nearly as desirable as hiring an experienced, independent consultant (such as yours truly) who can provide the expertise and political impartiality to help you get past pre-conceived notions and reach meaningful insights.

How can I find out more about the 3-Step Branding Process and Workshop?
Simply get in touch with Chuck Kent.


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