Brand Workshop with svaerm – Working together to create a robust brand

A brand is more than just a logo or a website. It is the strategic engine that gives visibility to a company’s values and appeals to target audiences. Strong brands tell stories, impart relevance and convey trust. They project a clear identity and are able to shape the image that customers associate with them in the long term. That is why clearly distinguishing and positioning yourself through a brand workshop is the key to the success of any brand – whether B2B, B2C or D2C.

An authentic brand experience is crucial not only to attract customers, but also to retain them in the long term. The result: Trust and the willingness to pay higher prices for quality, experience and value. Our brand workshops are designed as a media-based dialog and include the moderation, presentation, handout and a written follow-up.

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Why brand positioning via a brand workshop is important

Given the high degree of transparency on the Internet, potential customers are able to independently research providers, compare products and view international offers. Authenticity, quality and visibility are therefore in greater demand than ever before.

In 2023 alone, 78,695 trade marks were registered with the German Patent and Trade Mark Office (Deutsches Patent- und Markenamt, DPMA), representing an increase of 1.6% compared to the previous year. You don’t think that sounds like a lot? To compare the registrations with the pre-COVID period: 70,532 trade marks were registered in 2018. This amounts to a growth rate of 11.57% in just 5 years.

To summarize, this means: The number of competing brands is increasing continually. In addition, the Internet gives customers access to a market that extends beyond national borders. Brand workshops help to strengthen the brand identity, enhance the branding and create uniqueness in comparison to the competition!

This is the objective of a brand workshop organized with us

We are aware that an authentic and clearly defined brand is crucial for setting yourself apart from the competition and for building trust among customers. Therefore, the objective of our brand workshops is to answer the fundamental questions about positioning and defining your brand. 

This includes developing a clear brand strategy that is consistently communicated both internally and externally. Our workshops deliver practical results that can be implemented according on a modular basis and remain available for future brand development.

Together with you, we define and analyze your product, your services or your offer and show you:

• How your company can stand out from the rest of the competition,
• a clear vision of who needs to be aware of your brand 
• and which values and qualities your offer reflects.

You can find out what a brand workshop looks like in practice from our client references. 

This is the content you can expect from our workshop

1. Core competence of the brand

Formulating the brand’s range of services in order to clearly communicate what makes the brand special and sets it apart from the competition.

2. Brand purpose

A concise statement that clarifies the purpose of the brand and explains why it exists.

3. Ambition

A clear expression of what the brand aims to achieve in the long term.

4. Brand values

A clear definition of the central values for which the brand stands and which should be communicated to customers.

5. Tone

The tone of voice defines the way your brand formulates its messages and the emotional impression it conveys in order to create a meaningful connection with the target audience.

6. Target audience definition

Sinus milieus (socio-demographic segments) and buyer personas (customer profiles) are used to define who belongs to the target audience and how best to address them.

These are our methodological approaches in a brand workshop

Analysis of competition

We start with an analysis of the competition to enable you to correctly assess the position of your brand and to allow us to moderate the brand workshop in a targeted manner. In the process, we get to the bottom of the following questions: 

• How large is the gap between you and the competition? 
• What messages are your competitors sending? 
• What do you have in common with the competition? 
• What features make your brand stand out?
• What possible approaches can you take to position yourself effectively in the market?  

This allows us to create an image that is as accurate as possible of where your brand stands and where your company can position itself in the future.

Situational analysis

Once we understand your competition, the next step is to analyze your company. This involves performing a situational analysis. The aim here is to take a closer look at both your strengths and weaknesses – to be tough but fair.

A good situational analysis consists of three frameworks:

1. 6C analysis – An analysis of the market and competitive factors affecting your company. 6C stands for: Customer, Company, Competition, Collaborators, Context and Channels.

2. PESTLE – Using the PESTLE analysis (or STEEPLE analysis), we identify all external factors that have an impact on your company. We therefore draw up a macroeconomic perspective on the market and your market opportunities. 

3. TOWS – The TOWS matrix is a further development of the SWOT analysis. While the latter refers to the current situation of your company, the TOWS matrix uses the cross-section to develop a strategy for the future.

Analysis of touchpoints and customer interactions 

Finally, we work out the touchpoints at which customers come into contact with your brand. For example, online via the website and social media, through a local store or through advertising.

The analysis is situation-specific, given that different methods can be used depending on the method of communication. For this purpose can be used tools such as Google Analytics, CRM systems and SEO programs, as well as data from social media profiles via Meta Business Suite and Ad Manager.

If you would like to find out more about our methodological approaches, you can request at any time a non-binding consultation, either online or face-to-face.

Request a non-binding consultation

These are the advantages of a brand workshop with svaerm

Through our brand workshop, we assist you in finding the right answers to the questions concerning the future of your brand – on site or in digital format.

In the process, we incorporate our strengths as an agency directly: strategic, forward-looking thinking, partnership-based cooperation and pooled know-how in high-quality content marketing. For particular specialized topics, we work closely with experts from your company and thus build the foundation for authentic storytelling by your brand. 

When does a brand workshop make sense?

There are probably very few successful brands that have not undergone a comprehensive rebranding process at some point. For brands that have been on the market for decades, it is almost a rite of passage to review, modernize or even completely reinvent themselves.

However, a brand workshop is just as useful when founding a company or introducing a new brand – for instance while expanding the company portfolio. A planned relaunch of your own website or an impending update of your corporate design is also an opportunity to take a critical look at your own brand.

Who should attend a brand workshop?

Above all, a brand workshop should be attended by all those who play a decisive role in the development and implementation of the brand. This includes executives such as founders, CEOs and marketing managers.

Depending on the company, it may also make sense to involve representatives from other departments such as product development, sales and HR, in order to include a variety of different perspectives and take a comprehensive look at the brand.

Contact option for companies

Are you interested in a brand workshop? Get in touch with us – svaerm, the online marketing agency in Frankfurt am Main.

FAQ – Overview of the most important questions