Build Your Brand Substance

A strategy workshop for brands to create value in peoples lives...

Story telling is one of our most powerful inventions. It’s the way we absorb and understand the world around us. We use story telling to capture and remember past experiences, and to project and plan the things we will do in the future. Stories are everywhere in culture from music, through to sport and computer games Brands are STORIES Brands are stories told through every interaction people have with a company. Some are rich and meaningful, while others are shallow, one dimensional or inauthentic.

Brand stories come to life through the behaviour of companies in everything that they do. But lots of disconnects have opened up between what brands say and what they actually do. The image presented to customers is often very different to what happens behind the scenes. It has led to lots of phony brand stories that present one idea to the customer i.e. fresh or farm produced, when the actual production techniques Not so Innocent? tell a different story. But now people are starting to see past the image ...every market is under threat from and are looking for something more. more authentic, more sustainable They do not just want to like a brand’s personality; brands that have more substance; a they want to love the whole company and problem that traditional marketing everything that it does alone cannot solve.

The outcome of the workshop are ways for your brand to create positive impacts in the lives of people, their communities and the environment. To become more recognised as a ‘good’ company, behaving in a way that benefits people and the world at large has to be hard wired into your brand story. ...is one day workshop designed This brand story will guide future actions while making to help you add substance to current customer interaction more compelling. your brand story In other words, it will give your brand story more substance.

This workshop will benefit the following people in companies that are at risk of becoming less popular or being seen as less authentic than their competition, or forward thinking companies that are seeking to stay ahead of competitors… • Brand Managers who are looking for more credible and authentic ways to engage people. • Corporate Responsibility Executives who want to help their company embed sustainability principles into their Who should attend brand. this workshop? • Marketing Heads who want to take a more holistic perspective on the role of their brand in people’s lives. • Corporate Management who see the value of a more meaningful role for their brand in society.

2 A simple two-part structure part 1 - writing your story (Morning session) The workshop is based on the idea that a brand story is no more part 2 – expressing your story (Afternoon session) complicated than the things you could express in a face to face encounter

Part 1 - writing your story A story that delivers on all of these levels makes for brands that outshine expectations Any compelling story needs to think about who it is being written for. Our starting point for this workshop is Example brand story for In-N-Out Burger, creating a well defined customer portrait. a Californian fast food restaurant ME The morning session will focus on writing a brand story To bring the convenience that people expect from fast against the customer portrait. food with personal service, quality and healthiness, that they would not. The story begins with how you meet people’s everyday needs but then reaches beyond this into creating MY WORLD broader, more meaningful impacts in peoples lives. In N out Burger never wants to stop being a neighbourhood restaurant. We seek to make a positive contribution to the communities where we do business THE WORLD and have a special place in the hearts of local people. THE WORLD MY WORLD Our personal approach means that we favour natural, local and hand-made produce whereever we can. We think keeping it simple can contribute to a better ME world.

Part 2 – expressing your story The afternoon session is about exploring ways that this story can be told through projects, programs and initiatives that touch upon all of the key parts of your business ecosystem. Inside your business Outside your business A story with substance will come to life in a meaningful authentic way when it is told creatively and imaginatively in all areas of your business.

You will get a digital story book, just like this, containing the outputs of the workshop. Your very own brand substance handbook. This will include further thinking and implications of the key ideas that emerge during the session, especially where they touch on technical sustainability issues and may need further research or thinking to ensure What will you get to credibility. take away? It will also include the working up of creative ideas developed on the day or subsequent to the workshop.

Beneﬁts BRAND BUILDING & CONSUMER ENGAGEMENT ✓ Makes brand stories more holistic and credible ✓ Makes sustainability principles brand building and relevant to customers ✓ Gives a strategic platform for substance based initiatives in the future both internally and externally ✓ Creates new opportunities to engage customers in meaningful ways - i.e. a more compelling brand story SAFEGUARDING YOUR BRAND ✓ Protects against the threat that more authentic or ethical alternatives present ✓ Moves you from relying on intangible brand image A strong strategy framework with tactics to tangible brand substance executable ideas for building the ✓ Helps companies challenge negative perceptions of them with positive behaviour. substance in your brand INTERNAL COHESION ✓ Helps to bring together CRS and Brand initiatives ✓ Provides a basis for engaging employees across the organisation in more meaningful ways

Three steps from brand image to brand substance STRATEGY & CREATIVE EVALUATION IDEAS PROGRAMS

To get in touch. Email: David@givenlondon.com or Becky@givenlondon.com Call: +44 207 7017 3990 Visit: 34-35 Great Sutton Street, London, EC1V 0DX

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Build Your Brand Substance

by Given London on May 17, 2010

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