EXERCISE 1 - YOUR BRAND IDENTITY

Objective

The objective of this exercise is for the participants to develop their brand identity by working with the essential brand components: a. Who we are and our values b. Our mission c. What makes us unique? d. Our Value proposition

The exercise will use a house as an analogy that symbolises their whole brand identity: It is all of who they are and what they do. The house is divided into different rooms or components that need to go in there to make a full and complete house.

Facilitators note:

Create enabling environment by putting the 8 questions and what strong brands can do on flipcharts before you start the exercises, so that you and the participants can refer to these throughout the day.

Facilitators note:

Draw a house on a flipchart that are divided into four (who we are, what we do etc.) and give each business their own house. (Or draw one that the participants can copy themselves)

STEP 1 - WHO WE ARE

Objective

The objective of this exercise is for the participants to identify who they are; what are the characteristics, values and beliefs that are important to them as a brand. What drives them?

Description

1. Ask the participants to go into groups of 3-4 participants (the mastermind groups). The participants will work individually on their own businesses and brands, but will use the mastermind group for discussions, feedback and help.

2. Each business/participant gets a house flipchart.

3. Ask the participants to think about and explain who they/their business are briefly to each other and what their branding thoughts and challenges are.

4. Ask the participants to draw, build or illustrate with materials of their choice “Who they are”.

5. Each participant should write keywords on his or her house to present.

These questions can guide them:

• Why did we start this business?

• What are beliefs and values that are important to us as a company?

• What do we do better than anyone else?

• If we could describe our brand in three words, what would they be?

• What are the three words we would want our customers to use to describe us?

The facilitators should take pictures of the products built by the participants. Have a printer ready and print them out so that the participants can put them on the house.

STEP 2 - OUR MISSION

Objective

The objective of this exercise is for the participants to identify what is their mission, what do they want to accomplish? They should complete the exercise with one sentence capturing this

Description

1. Ask the participants to go into groups of 3-4 participants (the mastermind groups). The participants will work individually on their own businesses and brands, but will use the mastermind group for discussions, feedback and help.

2. Ask the participants to draw, build or illustrate with materials of their choice “What they do”.

3. This can guide them: Your brand’s mission statement should clearly explain what you’re doing and why. What do you hope to achieve as a brand, both now and in the future?

4. Each participant should write keywords or the mission statement on his or her house to present.

The facilitators should take pictures of the products built by the participants. Have a printer ready and print them out so that the participants can put them on the house.

STEP 3 - WHAT MAKES US UNIQUE?

Objective

The objective of this exercise is for the participants to know what specifically makes their business, products or services unique. Why would a customer prefer this to something similar?

Description

1. Ask the participants to go into groups of 3-4 participants (the mastermind groups). The participants will work individually on their own businesses and brands, but will use the mastermind group for discussions, feedback and help.

2. Ask the participants to draw, build or illustrate with materials of their choice “what makes them unique”.

3. Each participant should write keywords or the mission statement on his or her house to present.

This can guide them:

• Think of things important to your business: How you run your team, how you interact with people, how you approach customer, what you value as a company, where you’re located, how you talk, how you look. All the things that make people special and different are things that can set your business apart as well

The facilitators should take pictures of the products built by the participants. Have a printer ready and print them out so that the participants can put them on the house.

STEP 4 - OUR VALUE PROPOSITION

Objective

The objective of this exercise is for the participants to know what specifically makes their business, products or services unique. Why would a customer prefer this over something similar?

Description

1. Ask the participants to go into groups of 3-4 participants (the mastermind groups). The participants will work individually on their own businesses and brands, but will use the mastermind group for discussions, feedback and help.

2. Ask the participants to draw, build or illustrate with materials of their choice “their key value” that they want customers to think of when they hear your name.

3. Each participant should write their keys value(s) on his or her house to present.

This can guide them: They can look at their business canvas and their value propositions. What are the main value of their service or product?

The facilitators should take pictures of the products built by the participants. Have a printer ready and print them out so that the participants can put them on the house.