marketing

Warm up for rebranding - Brand Workshop and Brand Training

David Aaker, the father of modern branding, once said: “Employees are the birthplace of brand stories, not only representing a brand’s core but are powerful tools for the brand to shine in the market.” If your employees don’t know or don’t care about your brand’s spirit after rebranding, they may be unable to understand the meaning and importance of their work, and therefore cannot conceive new and eye-catching brand image promotion plans.

Before officially publicizing rebranding results, a brand owner may want to launch a brand-new official website, change the Facebook profile picture, offer new product packaging, etc., but “cohesive internal consensus” is an important step before releasing the results. Employees are the best publicity ambassadors for a brand. Only by internally recognizing the achievements of a company’s rebranding can marketing and publicity be more accurate in delivering value to consumers.

Brand Workshop

What are brand consensus workshop and brand internal training?

Before assisting business owners in brand transformation or rebranding, think brand consultants often organize two activities: “Brand Consensus Workshop” and “Brand Internal Training,” to clarify team consensus on brand development, and the biggest difference between the two is the timing and purpose for holding them.

As its name implies, the Brand Consensus Workshop (from now on referred to as the Consensus Camp) is to reach consensus within the team. It should be held before launching the brand rebranding project. The purpose is to allow business owners or consultants to collect, compile, and understand the internal team’s views on current brand conditions and expectations for the future as a reference for future development or adjustment of brand strategies.

Stimulate Team Creativity

Breaking through barriers: Cross-departmental communication

Unlike generally more serious meetings, Brand Consensus Workshop are based on the principle that “every employee is an important part of the brand.” They unite everyone, emphasize authentic and natural exchanges, and respect diverse ideas. Corporate employees are also the brand’s “internal customers.” Listening to employees’ ideas is also important in collecting customer information.

Pili Puppet Show is a household name in Taiwan and has been the most representative film and television entertainment brand in Taiwan for 30 years. The brand has also transformed with the evolution of time and technology. They considered how to communicate with the new generation and international market. The Consensus Workshop “brainstorm meeting” focused more on the feelings of each department about the company’s current situation so that colleagues could escape existing mindsets and stimulate cross-departmental communication and creativity. The team could find the brand’s future direction through brainstorming, making rebranding relatively smoother. The following are sample questions that guided team discussions during the workshop:

※Steps to stimulate team creativity:

Introduction to creative brainstorming: Introduce the brainstorming process to participating colleagues
Write about the brand’s current conditions and future ideas: guide each colleague to think about and write down their ideas
Have group discussions and find consensus: After sharing ideas among group members, they vote on the main conclusions and share them on stage
Identify primary tasks: After the leaders have integrated the ideas of each department, they divide the company’s goals into primary and secondary objectives to promote cross-departmental communication

The rebranding results of Pili Puppet Show: https://reurl.cc/1eY888

Find Out Brand DNA

Finding team goals and warming up before rebranding

thinkers participated in H2U’s rebranding as it celebrates its tenth anniversary of transformation. In the process of the company’s continuous integration of new brands, it redefined corporate vision, values, and organizational structure. It assisted the brand owner in finding the group’s culture and consensus, and the brand was repositioned as an “Full Health Scene Life Solution Practitioner.” The Tagline “Light on your way” symbolizes the next ten years and how it will lead Taiwan’s digital health industry into a new era.

The members of this internal brand training were mainly from the group’s management team. Through group brainstorming exercises, integrating team consensus, formulating implementation policies, and sharing and communicating on the stage, it ensured rapid internal internalization and promotion and allowed the team to implement new brand vision. We hoped to establish common ideas and bring them back to the organization for implementation by department heads.

※Methods for teams to focus on goals and consensus:

Group consensus exercises: When planning the groups, participants are cleverly grouped according to the new brand DNA structure and provided keywords from various aspects. Each group was invited to conduct in-depth discussions and important keywords were selected that best match the company’s product&service DNA.
Integrate team consensus: Each group was invited to share ideas and integrate them into the company’s consensus. During this process, participants realize that the company’s direction resulted from consensus and discussion among all colleagues.
Set goals for implementation: After forming an internal consensus, team members are asked to formulate specific implementation goals based on their assigned DNA keywords. At this stage, in addition to building consensus, more creative ideas are also expected to occur.
Share and communicate on the stage: By sharing and communicating on the stage, each group shares their team’s implementation policy and incorporates the suggestions of other groups into the discussion. This enhances communication and cooperation within the team and promotes consensus among all members regarding the company’s goals.

If you want to know more about the creativity and

Team Building

Unlocking infinite possibilities of the brand

Tagline “Own your beauty” after rebranding to welcome the next 18 years of business.

In the second half of the brand internal training, because participating colleagues were from the OB brand marketing and design department, to stimulate the creativity of the marketing colleagues, open-ended questions were used to guide the brainstorming meetings, leading the partners to break free from existing framework and to re-design the brand. Before rebranding, we asked them to imagine the roads and opportunities for potential future development.

※Steps to guide colleagues to develop ideas:

Practice finding out the corresponding TA of the product series:

Give groups different product series settings: try to practice and analyze the TA profiles corresponding to different products, and then summarize the main and secondary potential customer groups

Think about the rebranding’s creative theme communicated: give the group discussion time and carry out and release the “creative marketing theme” of rebranding according to the conclusions drawn by the TA
Planning and implementation guidelines: How can the creative theme be practiced? Ask the group members to discuss which marketing methods and communication channels can be used.
Present on stage in groups: Ask group members to collect creative content, integrate it on posters, and share it with company colleagues on stage

OB Style rebranding results: https://reurl.cc/a194zZ

Conclusion

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design

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