Q: Is it just a series of videos to sit back and watch?
It is a series of seven videos, each are roughly fifteen minutes long, but it’s far more than just sitting back and watching a video. We provide three consulting calls along the way as well as include a worksheet to fill in with your team. The first call is the beginning of the engagement, one in the middle and one at the end to help finalize your brand pyramid and solidify your game plan.
Q: Why was this branding video series tutorial created?
The branding tutorial was created for businesses or nonprofit organizations who are looking to engage a branding agency for creative work but do not have a budget set aside to establish a solid strategy. The video series helps you utilize the Brand Pyramid which is a powerful tool that helps you and your team understand your customer, culture and competition and come to an agreed upon criteria before moving onto any creative execution.
Q: Who specifically within the organization should watch the seven part videos series?
The video series was made for the marketing director, or person in charge of sales and marketing that can lead your internal team through the process to get the answers to five key questions in the Brand Pyramid. It’s not necessary for any of your team members to view all seven parts of the video but the first video does a good job of framing what the other parts of the video will cover as well as shows a five minute clip of an actual in person workshop that displays the importance of this strategic work.
Q: At the end of this process what will we have?
You have an outtake document that will now override the many personal preferences opinions that often creep into the creative approval process.
Q: Who is the best person to lead the workshops?
It’s best if the CEO or the leader of the organization does not lead the workshops. Often it’s the person in charge of marketing that would be best fit to lead this or any employee thats a good facilitator.
Q: Who should we involve in the process?
Each situation is unique and who should be part of the process depends greatly on the type or size of your organization. Generally speaking a diverse group (5-20 people) throughout different levels of the organization yields the best results.
Q: Can this be used for a product?
Yes—but any conditions, or limitations will be established on the first consulting call.
Q: How long does this process typically take?
On average it takes about 4 weeks to complete the process from start to finish, however a motivated client can complete the process in 1-2 weeks.
Q: What materials are needed for us to perform the workshop?
An easel or blackboard with large sticky back paper works well for organizations who prefer an old school approach. If your organization is more digital a Google Doc that is populated on a large screen in front of the room works well too. Any solution that will allow you to jot down ideas that can be seen by your entire group will work well. The supplied worksheet should be printed and brought to the workshop so you can include your answers that you will share with us during the consulting sessions.
Q: Is it essential for the CEO to be part of the workshop?
Yes, it’s important for the leader of your organization to be part of the workshop. There are often some powerful developments, changes that come up of this work and it’s important for the CEO to understand and be part of the process to understand the genesis of it all. If the CEO is not able to be part of the Brand Pyramid work then they must be prepared to endorse and sign off on the final outtake or it will become just another useless piece of paper. mid and solidify your game plan.