The document is a summary of a branding workshop conducted by Terri Trespicio. The workshop explores how to develop a singular, compelling message to stand out. Trespicio discusses how being smart, passionate or hardworking is not enough and that the message is critical. She uses case studies of different companies to illustrate how focusing on outcomes over products and speaking to customers' needs helps create a unique brand identity. The workshop provides tools and techniques for participants to distill new ideas and discover truths about their own firms and brands without criticism.