I had the pleasure of being invited to give a 2-hour workshop at the Outbox incubator. The 6-week long immersive program works with female students of STEM subjects, from the age of 11 to 22, so the challenge was to create a material that teaches a useful skill on all experience and knowledge levels.
Some of the participants already have a startup - making me feel like a fossil - some of them "only" brings an idea.
What I've put together is 2 hours of material, teaching them how branding evolves in the 21st century, putting values and meaning into the center of brand stories.
Three exercises help them to understand how branding work:
- starting with the icebreaker, figuring out brand names based on the logo colours only,
- an excercise to help unearth personal values
- and the last one helping them to apply the personal values onto the business as well as understanding how they might get into their customer's head to understand what aspects of the product/service will matter to them.