Transcripts
1. Course Introduction: Hello, everyone, and welcome to the Brand Strategy
mini Workshop. My name is Charlie Osborne, and I am super excited to be sharing this process with
you guys because really, this is the consolidation of the core essentials that
you need to start using to facilitate brand
strategy workshops and to begin providing a huge amount of
value to your clients and differentiate yourself
from other designers. So what I've really tried
to do in this course is to really bring it down
to the core essentials, and the tools that you will need and to be
able to apply to many different types of branding strategy problems
that your clients face. So let's first of all, jump into the agenda and talk through what it is that you
can expect from this course. I've broken up
into five modules, and the first one really
is just an introduction. This is to give you a bit
of background about myself, where the courses come from and what the core benefits
the course will be. We'll then jump into the
three step workshop process. Really at this
stage, we will take a Zoomed out perspective on a simple three step process
that you can apply to any type of brand
strategy exercise that you could do
with your clients, and this is a super versatile process
that works remotely, and it really takes
the pressure off you. So I can't wait
to get into that. We'll then take that process and apply it to a specific exercise, that's known as the
four brand keywords. And then once we've
explained that, I'll go through the exercise
right from the beginning. So we'll start off with how to extract the information
from the client. I'm going to take you
through every single step and actually show you
firsthand how it's done. So you'll get complete
confidence and a complete insight into
how that's put together. And then finally, we're going to close off this course with some questions and answers
to cover off all the edges, to answer any questions
that you guys might have and
finish things off. So let's jump into the
course introduction. First of all, I
want to introduce myself. I'm Charlie Osborne. If you didn't know that already. I'm a brand strategist
and designer. I'm a one person business owner. It's just me on this side, and I love having
the autonomy and freedom that being a one
person business gives me. I'm also location independent,
I've been for five years. It basically means I've
been remote working in a variety of locations
for the last five years. I have a degree in
psychology in marketing and over ten years of
industry experience. I actually started off my career in marketing and
digital advertising and shifted and transitioned into design brand strategy and remote business. So that's a little bit of
background on me. And my goal is to help creatives build a business that supports the
life that they want. And I wanted to kind of state
this right up front because you know this
actually explains why I'm doing this course
in the first place. I love informing and
teaching people and helping them to become highly
skilled individuals. And therefore, with that, you can kind of use it as a foundation to start to build the kind of
life that you want. And so for me, that was working
remotely, living abroad, you know, having the
ability to choose what I do every day and what time
I wake up, and so on. For you, that could be
completely different. But really, I believe that once you become highly
skilled and capable, you will have the
ability to choose how it is that you
spend your life. So why brand strategy? What is it about brand
strategy specifically that provides so much value and can be so
transformative for you? Well, let's go through a
few reasons as to why. First of all, it can be learned
and implemented rapidly. So the amount of time
it takes for you to actually understand and to pick up on the skills
that are required to start facilitating branch
strategy workshops. It's very, actually, very quick. All you really need is to know the process and to have
the documentation, which I'll provide to
you in this course, to actually start doing these
workshops for yourself. And really from there,
it's like a rapid flywheel of improvement as you start to learn and you start to build
up more and more confidence. And so this is an amazing way to level yourself up rapidly. Describe it as the
lowest hanging fruit. It helps your designs
achieve business goals. And so this is a huge
one for many designers. Actually gearing
your designs around business goals and making
design decisions that will lead to the measurable differences
in businesses is huge and can make you far far more appealing to clients,
which is the next point. It makes you highly
sought after. And if you're able to offer
to clients brand strategy and explain to them that with both
brand strategy and design, with that combination, you can actually provide much,
much more value. This is going to make
you very competitive. And it gives you a
kind of expert status. So this has a really
profound and lasting effect on your relationship
with the client. Starting off your
engagement with a workshop shows them that you have a confidence and a depth of knowledge
that you can apply. And it will also give you the ability to actually
refer back and say, actually, no, this is what we
discussed in the workshop. This is something that has
led to these design decisions and really makes the whole
engagement a lot more smooth. It also differentiates
you from other designers, making you stand
out in the crowd. Brand strategy allows you to increase how much
you charge clients. Obviously, the
amount of value that you're providing
increases dramatically, and therefore, value and
prices should be linked. It gives you an insight into
how businesses function, and I think this is
something that people don't really realize is that when you do start actually
facilitating workshops, what you're basically getting
is a insight into all of the different functions
and different things occur within the
business of your client. And you can hear them
talk about the marketing, their issues, their problems, the things you're
trying to solve. All this information,
this jargon can be absorbed
through the workshop. And each time you do a workshop, you'll find that you
learn a huge amount about the industry that
you're working in. And this couples beautifully
with being specialized. So if you do specialize
in an industry, you'll find that with
every single workshop, you'll just get
deeper and deeper and deeper in your
understanding. And this will start
to actually kind of transfer from the
workshop again, into the designs and
into the kind of more strategic thinking around how you can solve your
client's problems. So sets the stage
for remote working. So this workshop
process I'm going to teach you is fully remote, and we basically
allow you to start charging for workshops
and hopefully, as a continuation, the rest of the work from anywhere
in the world. So those are the key reasons why brand strategy
are so helpful. And in the next module, we're going to go through the three step workshop process.
2. The Three Step Workshop Process: All right. So let's go through the three step workshop process. It's really at this
stage that we want to recap and summarize what is the approach that we're going
to take to really any type of exercise that you can
imagine with a client. So let's just jump into it
and show you how it's done. The first stage is
the extraction phase. This is where you're
extracting and pulling out all the information that
you need from the client. They will have many,
many different aspects of their business
that you need to understand. And so here we just absorb
all that information, bring it over to our side. And the way we're
going to do that is using a Google Form, just a simple questionnaire. This is something
that they can do in their own time on
whatever device they want and really just think
through and answer a variety of questions that will then
inform the workshop. The next step is to visualize. You will take the answers that the client has given
you in their form, and you will represent them and show them in your
preferred design tool. For me, that's XD, but it doesn't really matter
which one you want to use. And really what
you're doing here is you're running
through everything, reading it through and
preparing for the workshop. And this is your
opportunity to start to process all the
information to start to formulate ideas and
hypotheses around their business and prepare questions that you will
ask them in the workshop. And the visualized stage is really where you're
actually setting the stage for all the exercises that you'll take
the client through. And the final stage is to simply present that information. So you'll just jump on
a call with the client, share your screen, and run through the visualization
that you've put together. And it's really at
this stage that you'll be running the exercises, collaborating with the client, asking a lot of questions and
bringing their information down and synthesizing it down and presenting it all
on the screen visually. So that is the simple
three step process. So why is this process
so powerful and why is it important for you to take this approach rather
than any other. Well, For the first stage for
the extraction phase, this gives the client
a amazing chance to just simply in
their own time, think through and really prime themselves
for the workshop. It is very important to give the client that space
and the ability to think things through before
we jump into the workshop. That way, we can ensure that their thinking is very
clear that they've actually taken the time to process
all of their thinking around the different aspects of
their business and hopefully, once they hit the
presentation phase, they'll have a bit of momentum and idea of what they
want to discuss. With the visualized phase, this is actually where you
will get the opportunity to properly read through
the answers that the client has given
you and start to formulate your own
hypotheses and thoughts and opinions
around their business. Again, this takes the pressure off you and the client during the presentation phase so that you can really get
your head around it, write down a bunch of questions and feel confident and
comfortable moving into the workshop with the knowledge
that you actually do have a somewhat first stage
understanding of their business. It traditionally, workshops
are actually just done straight into the
presentation phase. You'll get the
client either into the office or perhaps
nowadays more remotely, and just go ahead and ask
them a lot of questions, and they will have to
think on the spot. Everybody's thinking
on the spot. It's System one
thinking than system two thinking of slow
thinking is much better. You want to be able to
have the time to process, think things through,
make the correct answer, instead of it all being
packed into one session. Where everybody is thinking
on their toes and probably not getting it quite right and not thinking things
through fully. So this process really takes
the pressure off everybody involved and ensures that
the information that we're using for the
workshop is correct. So how do you apply
this process? What aspects of brand strategy can we actually use this
three stage process for? Well, let's run through a variety of things that
you can start to think about in terms of opportunities to apply
this three step process. So first of all, you can
articulate the client's mission, their story, and their purpose. So you can ask some questions that will extract
their information. And then in the
workshop, you can talk that through
them and really get that set in stone
and far more concrete. You can bring consistency
to their design aesthetic, help eliminate competition
with market positioning. So here, you can just help the client
understand how do they position themselves in the market versus
their competitors, what are the things
that make them different and then how to stand out with that difference and to showcase that
through the brand. Improve relevancy to their
audience with personas. So here you can
help them actually identify who are their personas, who should they be targeting. You can help them understand the dos and don'ts from
their competitors. So studying the competitors, what is their design language,
their approach messaging? Are there ways that you can
differentiate from them? You can produce a framework
for powerful messaging, helping them understand
how they can communicate the benefit of their
product or service. You can identify what their
goal is and what the goal of their website is and then
build a strategy around that. And you can help
the client build a brand roadmap for achieving measurable goals by helping them identify what their
key business goals and challenges are
and how they can achieve them and
set some targets for perhaps a year
or five years time. So this is eight
different things that you can help the client with with this three step process. There's tons and tons of opportunities to assess
many different parts of their business
and help them out massively and bring a lot of clarity to the
client's business. Full disclosure, as you
probably already know I have put together a
master class course, which actually does cover
all of these things. And in that course, I cover 20 exercises
over two days, and it's really the full version of what we're talking about here where we cover
through every single one of these and
help the client through it. Now, for this mini workshop, what we want to do
is just going to focus on. We have a
limited amount of time, And so what I've done
is chosen the one from here that I think
is great for beginners, and it has a really
amazing ability to keep your designs consistent and to bring a lot of
clarity to the brand. I think this is a
perfect one for people who are starting
out in design. So that would be
number two here, the bring in consistency
to the design aesthetic. So in the next module, what we'll do is we'll run through how we'll
bring consistency to your designs and
what exercise we can do with the client to
help achieve this.
3. Exercise Example: The Four Brand Keywords: All right. Now that we've been through the three step process, and you understand that there's a general process that you can take to any type of exercise. Let's now take that
and apply it to a simple and fun exercise that is known as the four
brand keywords. So first of all, in this module, all I'm going to
do is just explain this exercise to you
why it's beneficial, how it works, what kind of
problems it's trying to solve. Then in the following
module, we'll actually go through
a step by step of how to set it up and how you can start to implement
it for yourself. So here's how the four brand
keywords tends to work. When you ask a client for
some information around their business to explain their brand and to give you a bit of
background around it, what tends to happen is this. They will talk and
talk and talk. It will be fragmented,
it won't be clear. It won't have any kind of consistency or clarity, usually. And this can be problematic for designers because
really as a designer, you're trying to make informed
decisions about how to approach the brand and
the design and so on. So Really what we're
trying to do with the four brand keywords is take all of this information
that the client has and all their energy and
excitement and transfer it and transform it into
simply just four words. So this is really a
process of focusing. Bringing down all of
the information down to just four words that will represent everything
around the brand. So it's a challenge, but it's a fantastic way for
you to then actually use these words again
for consistency in the design aesthetic and throughout the brand as a whole. So let's just give you an example of how this
would tend to work. So here are four key words that let's just say the
client has come up with as a result
of the exercise, confiden advanced,
trustworthy, and aspirational. So let's just say this is
some sort of tech brand. And we want to now transform
and transfer these keywords into design characteristics and into really decisions around all sorts of aspects
of their business. And so what I would do when actually presenting
the brand to them is I would show them
these four keywords, and I would say, Okay, with these four words,
we can start to make actual decisions around how we're going to represent
your business. And so these can
be transformed or transferred into these
design characteristics. So, for example, as you can see, we have the word confiden
we can convey confidence through bold typography or
bold choice of graphics, and confidence can also be
conveyed through the use of white space to bring attention
and clarity to the brand. We can convey the keyword advanced with the
use of vibrancy and RGB colors and perhaps bringing in something that's a scientific feel to it, something that feels like
a bit more technological. So, you know, we can see how these ideas are already
signed to form, you know, visual representations that you can then apply
to the brand as a whole. Trustworthiness can be perhaps conveyed through a human touch, so we could perhaps
use images of people, We can also make sure that the copy is straightforward
and the approach that we take is not over complicating things and just
really getting to the point to help convey
that trustworthiness. And aspirational can be
conveyed perhaps through gradients or through
bright colors. And so we can combine
all these elements together to create actually quite a vivid picture
of what the brand would be and how it would
end up looking. And so this is just one example. But of course, when you run through the exercise
with your client, the keywords could be
absolutely anything. And it will be up to you to then take those and then
transfer them into the design
characteristics when it gets through to the
brand design phase. So let's run through how this exercise will
actually help you. What are the outcomes of
doing this exercise and what benefits will you see from doing it with your client? So it will validate
your design decisions moving forwards.
And this is huge. A lot of designers
really struggle when they get midway
through a project and the client starts to tell
them to change the colors or change the approach change
the typography, you name it. And there's a lot
of frustration that comes with designers not really being able to justify their decisions they've
made around the design. Well, with this process
and this exercise, you can always defer back
to the keywords and say, we've decided on these words, and we've decided that
the best approach and way to convey these would be with these
specific styles and approaches to
colors and so on. So it really does
validate what you do and gives you that
confidence to be able to say, actually, we need
to defer back to our workshop for this rather
than kind of finger waving. Next, it helps you maintain
consistency in your designs. So a lot of designers
find it super helpful to just literally write down the
keywords on a posted note, stick it on the computer so
they've always got it there, you know, looking
back at them and ensuring that they're
staying on track. Personally, I'd
like to just have those four keywords in my
design document itself. So I'll continuously just kind
of go back to those words, have a look at
them and think, is this design really
following these words? Is it really conveying these so that we can create the right
gut feeling in the customer? And this does lead us
into the next point, which is that it does positively affect the customers gut
feeling around a business. And so when you have
these four keywords that everything is adhering to, it really does bring
that consistency, and it helps the customer actually get that message
when they land on a website or some marketing or interact with the
business in any way, they should be getting
this gut feeling, and that in turn transforms
into brand loyalty. This exercise will also
help you ignite many, many conversations
with the client. And really, it is quite amazing how many different
conversations can be had by just using keywords as a springboard into many different aspects
of their business. So as you point out different keywords
that they've chosen, you'll inquire, you'll ask
them, why did you choose that? And it is amazing what avalanche of information you'll get just from answering these
simple questions around these different keywords. And the beauty of
that is that you will actually come out of the
process with a much, much deeper relationship
with the client. You know, they will have
shared everything with you, you know, about their history, their aspirations, their goals, the details around
their business, and what they hope for it to be. And that relationship is really strong at the
end of this exercise, and the likelihood they're
going to go off and work with someone else after
this is extremely low. You know, they've
just spent a lot of time talking things
through with you, opening up to you
about their business. And the relationship aspect
here is super important. And finally, this exercise will influence many different
aspects of the brand. So we've already covered
a lot about design, but it should be mentioned that this should impact
the messaging. It should even
impact the employee behavior of the business. So all the employees actually behaving in the right way in conformity to these
four keywords. You know, if one of
them is a luxury, then everyone and
everything around the business should be
geared towards that. So having these four
keywords really helps think more strategically
about how the brand and how the business
will operate. All right, so that
is the explanation of the four brand
keyword exercise. And the next module, we'll
go through a step by step of the setup
and facilitation.
4. Workshop Setup & Facilitation Run Through: Okay, so in this module, we're going to run through how to set up and facilitate
the exercise. So I'm going to take you
through every single step of the way so that you know
exactly how it's done, and you get a kind
of firsthand look. So first of all, let's
just run through all the stages that are
involved with this. And then once that's clarified, we'll run through
it, and I'm going to take you through
it step by step. So The first step is to
prepare the Google form. In this stage, you'll be basically going
into Google Forms, entering in all the
different questions, all the different details
and things that you need to take from the client. So it's really at this stage
that you can start to get a bit more creative with
what you ask the client. But for the sake
of this workshop, we're going to input all
the keywords that we are going to offer for the
client to choose from. The second phase once
you've completed the Google form and it's
ready to be shared, you'll send it to the client. So at this stage, we'll run through what that
e mail would look like. I'm going to share a
template with you guys that you can just
basically copy and paste, add the relevant
details into there, and then you've got
that good to go. And actually, it's probably
worth mentioning at this stage that when you
send it to the client, what I'd like to do is
advise a client actually two people from their
side complete the form. The reason for that
is really so that they can cross reference their answers. And
this often creates a really interesting topic of
discussion in the workshop. So you can see potentially how there's many
disagreements or many, hopefully, many agreements
between their answers. And this really is a really great way to
get conversations going, and also for people
to have a kind of ownership over the words that they choose
for this exercise, and that'll be detailed
in the e mail. Once the client has completed
the form and chosen all the keywords that they feel are appropriate for
their business. You'll then take those
keywords and bring them into your
preferred design tool. I've included two
templates as part of this course for XD Figma, but you can copy those and bring them into any
tool that you like. It really doesn't
really matter too much. As long as you're
feeling comfortable and you're able to use a
tool, that is perfect. And yeah, at this stage, you'll start to
visualize everything. So this is where you
prepare for the workshop. So you've brought
those keywords in, and then you're starting to
do some preparations. So Uh, here, you'll start to group those keywords
into themes, you'll start to read through the keywords and just
get your head around it. What is this kind of conveying? What agreements
are there between the two people who have
completed the form? What disagreements are there? Are there ones that stand
out to you as being unusual and not what you'd have expected
for the business? And so what you're going
to start to do is get all these ideas prepared, all these questions prepared, and you'll also be
visualizing this onto your preferred design tool so that once you jump
into the workshop, everything's ready to go and you're ready to have these
kinds of discussions. So that's the preparation phase. Once that's all set up, it's time to facilitate
the workshop. So you will then
send the e mail to the client saying the
workshop is ready to go, hopefully, you'll
already have that booked in at that
date in the diary. And then, yeah, it's
just a case of jumping onto your preferred
conferencing app, you know, so Zoom
is pretty popular. But anything will do, again,
it really is up to you. And you'll share your screen and run the client
through the exercise. And I'll be showing
you how this is done. And then finally, once
the exercise is complete, you will then recap
what was discussed. And so it's really helpful to send a quick e
mail afterwards, tell them what keywords they
chose, the four keywords, and what each of those keywords really means because there's
going to be a lot of meaning wrapped
up in each word and then give them next steps
of where to go from here. So that's the full process that we're going to
run through now. I'm going to show you every
single step of the way. I'm going to share my
screen and run through it. But something that I think is really important that you guys do is that you run
through this with me. This is really how you're
going to get the most out of this course is by following
every single step, watching how I do it,
pausing the video, and then going ahead
and doing it yourself. If you do do it this way, the beauty of it will be that you will come out of it with the Google Form already set up ready to go so that you can
send it to your clients. And you'll get a real feel for each step of the
way and make sure that you're familiar with it so that when it comes down to
actually doing it for real, it'll feel very natural and, you know, completely easy. But everything here is
very straightforward. But yeah, it's very
helpful if you go along each step with me now. So with all that said,
let's now jump into the process starting with
preparing the Google form. So first of all, what I'm
going to do is open up the Google Drive that you
guys will have access to, and this will be linked
below this video. So if you just click the link, you'll be able to get access
to this Google Drive, and this is where all
of the different things that you need are based.
So you've got the The XD and Figma file in here
for the actual workshop. You have all the keywords
in this one here, and then you have e mail
templates and things like that. So everything's
there that you need. The first stage is obviously, as we said, to go through
and create this Google Form. So in order to do that, just click on the brand
keywords Google Doc. And then you can see in here, we have, first of
all, some text, this is what you're
going to be copying and pasting in later, and I'll show you
how that's done. And then you have all the
different keywords here. This is the list that
we're going to offer to the client to choose from
in this Google form. So they'll be able to
run through and select all these keywords that they feel are appropriate
for their business. And there's a bit more copy
here that we copy paste in. So let's jump into the Goog form by just
clicking on this link. We're just going to click
on the blank one on top left here to start a new form. So what you can see here is just the blank
template ready to go, and we're going to input all of our answers and
questions in here. So I've already put together
all the copy that you need. So it's just a case of copying and pasting it in,
so let's just do that. Once you've copied those
into the top section, that's really the
introduction section. We'll then copy and paste the question into here so
we can go back into here. Copy this. It's all
set up for you, super easy, please
select the keywords that best describe your
brand. There you go. The great thing about this list is you can do it all in once. If you just select all of these, copy, And then you just
jump into this now, make sure it's not
multiple choice. This is a way you can
get trip tripped up. It's actually check boxes. This is allowing the clients
to do multiple choices. So now you just command V
and paste that in there. And you also want to just
click on this one here, which is just add other. And what this basically does is gives the client the opportunity to add any more keywords that they feel maybe
aren't listed here. And so that's it. That is the main part of the Google
Form is already made. So you can see how
quick and easy this is. And the next thing we
want to do is just add a little n section. So what we're going to do is add a section by clicking
on this button here. And that's just appeared
at the very bottom. And we're going to come
back into our Google Doc and copy and paste these
pieces into here as well. So. You can change
any of this copy. This is not set in stone, but this is really just get
you off the ground really. And something that I want to
mention here as well, is, this is also completely open to you adding
anything else you want. I've already run through some of the different types of exercises
you can do with clients, different things
you can touch upon. And yeah, you can add loads of different questions
in here that can be really illuminating
when discussing things with a client
and understanding them. So I would invite you
for sure to add in as many questions as you like to learn more about the client. And finally, to
complete this form, it's really helpful to
actually capture the e mail and e mail address of the client that
you're working with. So what I suggest
you do here is just add another little section in here that will do just that. So the way to do that
is just to click on the plus icon here
to add a question. And then simply we
can just go back into the into here
and copy and paste. So please enter
your name. You go. And it actually automatically
knows that this is the kind of thing where we want a short answer,
so that's very clever. And then we put in the Please enter your email
address to another one. So just once again,
click that plus. Paste that in. I know
it's a short answer. So that way, you can find out which client because
obviously, as I've mentioned, it's two clients that you're trying to get
encouraged to do this, to cross reference
their answers. So you can see which client
actually made those answers. And yeah, you get the e
mail address as well, which is always helpful. So, That is it. That's
the whole form. And once it's built, once you're happy with
how it all looks, I would say, do a quick
check to see how it looks, so click on the preview
button up here. And this is basically
giving you a glimpse of what the client would
see upon landing. You see that they
would enter their name here, e mail address, and then they'll just go
through and they'd click all of the different
ones that they would like. They get to the bottom. Once you've clicked to
all the ones you want, and they click next, and then it just takes
them to a nice thank you page where they can
submit the answers, and it gives them a bit
details about that. So that is the first stage. Super simple. Now the next step is to share this
with the client. And the way you're going to
do that is unsurprisingly by clicking the Send
button. Click up here. And then instead of
using any of these, I'd like to take the link, shorten it, and then just click copy. So
you've got that link. That's what you're going to
be sending to the client. So the next stage
is to e mail them. So let's just jump back
into our Google Drive. And open up the email template. Here, I would say, copy and paste the
e mail template. Input all the information
that's relevant. Use whatever e mail app you use. I'm sure you don't need
any tutorial with that. You're just going to
put all the details in, and this is where you're
going to put the link, you paste it in just like that, and that is what's going
to take the client through to the form
for them to complete. Just something to note have
a little read through this. I'm just saying hi client, please find the brand
discovery server here. As mentioned, it's
best for two people to complete this form
without conferring the similarities and
differences in your answers will form the basis for
discussion in the workshop. So I'm already setting up a little bit of expectation
around the workshop, and people starting to realize, I'm going to own what
I've selected here, which does turn up the
pressure a little bit, and I think that is helpful, I think that makes people
take it more seriously. And then we can say, once
you complete the form, I'll go ahead and begin
preparation for the workshop. This session will take
place on date and time. So it's helpful to just
be super clear about when this is going to be
save a one's aligned. Then finally, if you have any
questions, don't hesitate. Out. So again, this is a nice template for you
to use to make it quick, but feel free to add
whatever else is relevant. There may be other
details you want to put in. But that's easy. So you can just copy
and paste that, put it into your e mail. Then the next stage will be once they have completed the form. This is where you're going
to review their answers. So let's jump back into the
brand discovery survey. And you can see
there's two responses, and you can see that
two people have responded by having
this little icon here. So to check those responses, just click on the
button, and you can see. So we've had two clients here, one's called Charlie Osborne, what a funny coincidence, and one's called Sophie Smith. And basically, you scroll down, you can see which ones they've chosen just
in this graph format. You know, this graph is
fairly nice to look at. It's kind of got a
bit of a visual, you know, what similarities
and differences there are. I could probably say
from looking at this, there's actually more that
they've disagreed upon, in a sense, than agreed upon. Only a few have
been agreed upon. So that could be a really
interesting thing to bring up when we jump into
the workshop, you know? These two people may have
very different opinions about what keywords
are appropriate. So, so that's just one
thing to touch on. We want to get
these keywords that they've chosen and
bring them into the XD file so that we can
prepare for the workshop. So the way this is done, and this is the easiest
way is to just click on the Create spreadsheet
button that's just there. You're going to create
a new spreadsheet. Just click Create
that'll take you through to Google
sheets. And here we are. We have all the information
easily accessible. So what I'd just say is probably best to take these and do this, which basically
wraps text wrapping, wraps it all together so
you can just see from a glance what we have here. We can see the name. And so we've got all the information. Now I'm going to
open up the XD file and input this information. I'm using XD, but as I've said, feel free to use this
in any design tool that you are most
comfortable with. So we're going to do
that is we're going to jump back into the Google Drive. We're then going to click
on this one to open the XD brand keywords
exercise document. I've got it opened up here, and so this is what
it looks like. We're going to input
the information. First of all, what
we're going to do is just input
the information. And then I'll talk you through
what we're looking at here and how this will
work in practice. Let's go back into
our Google sheet. And first of all, let's
just grab each of the names and copy and paste them
into the XD document. It's really simple
as copy and pasting. So I'm going past
the first name into client name number one,
just zooming on this. You can see. Paste
that one in here. And let's paste the second name, Sophie Smith, into
the next one across. And then we're
going to just paste all the selected
keywords from each of these people into each list, so we can go once again, copy and paste, quite simple. Straight in there. And then
do the same with this one. And sometimes you can see some of the words have kind of overlaps on top
of each other. So you want to quickly
just iron those out by just pressing Enter and just bringing
all of them down to on different levels. So you've got them all
there. That's great. Let's do the same for this one. Great. Now, the next thing I'd like to do is just split each of these out
into different boxes, and there's actually
a super helpful plug in XD that you can help you
do this very, very quickly. And so the way to use
that is to first of all, change this text box type over here from this one to
this one auto width, I'm going to do the
same for this as well. We're going to go
down to the plug ins button just down here and click on split
Rows split simple. As you can see, it's just
gone ahead and split all of these into their
own individual boxes, so we can easily bring
them into the next stage, and I'll tell you how
that works in a second. We're going to do the same
with this one. So once again, split simple and boom you can
see it's all done for you. So that's a little time
saver, which is helpful. Um, and then the next
thing you might want to do is having understood
the client and, you know, talk to them about their
business and done some research, you may think that there
are other words that they need or we should
potentially discuss. And so at this point, I would then just write in all the words that
I think could be appropriate potentially for their business to
add to the mix. So I'm going to go ahead and
just throw a few keywords in there now that could
potentially be appropriate. All right, so I've added some
of my own keywords here, and I'm going to go
ahead and click on this, once again, and
I'm going to split those with the same tool. Nice. So now we've got
all the keywords ready. Everything's been
input into the form. And so let's now just quickly
talk through how this works and how this will actually play out
in the workshop. So what you can see is there's different
sections to this. We have first of all, the
selected keyword section it's kind of like a repository of all the words that
have been chosen. We then have the themes section. You can see the
arrows are kind of leading us into this next stage. The theme section is
where we're going to take these keywords and
start to group them together
before the workshop begins and create some themes, and this will help
us with some of the discussions in
the workshop itself. And then this is
actually everything that you'll need to do for
the preparation phase. The rest of these, so the favorite section will
act as a repository within the workshop to
just visually give a reminder of all the keywords
that have been chosen, the favorite keywords that are being chosen by the clients. So, If any keywords have
stood out and you've said, a, this feels like
one that could really be appropriate
for the business. You're going to bring that into this area and just hold it in there for the time
being before it gets put down into the final four. So it's helpful to have just
that intermediate section. And what usually will happen is you have
this discussion with the client about all
the different keywords and which one feels
appropriate and so on. And you may find that in
the favorite section, you end up getting five, six, seven eight, as
many as you want, and it will be a case then of choosing from them
and bringing them in, and it can just be helpful
to have that there. This is how it works.
Is a flow from here, through to the themes,
through to the favorites, and then finally
into the final four. And that's really
the way it works. So the next stage
will be to, as I say, take the key words that
we have on the left and start to just look
through and think, Okay, are there themes here? Are there different ways that
we can group these words together in preparation
for the workshop? And if there are, what we're going to do
is just jump into the section on the
right hand side and start to create some themes. So I'm going to go
ahead and do that now, and then just fast forward this. And then once it's complete, I'll tell you what
the thinking is, and you can get a bit of a glimpse of what
this looks like. All right, so here we go. We
got the themes all arranged, and I've gone through and
found that really there were four major themes amongst all of the keywords
that I could see, and those were creative, trust, positive and smart. And I really felt that
they were just four. So what we can do is
just delete these. And the way you can
do this is actually, you'll see that a lot of the elements on this
page are locked. That way you don't
need to worry about, you know, if you're going to
click them and move them. But if you do want
to unlock any thing, you can just right click
and then click Unlock, and then you go ahead
and delete that. So we now have four here, and I might just grab
all of these and just unlock all of them
by going Command L twice. And then just take these and stretch them out so
they cover all of this. So we have it. We are now ready
for the workshop. We have everything that we
need. So we have all of the different keywords
that have been chosen by each of the clients. We have some of
my own additions, and then we have all the themes that we can use to start to talk through each of the keywords in different
ways with the clients, and we can start to dig
into them and see whether they agree that these
themes are correct. And, you know, just so you know, it really doesn't matter. If they say, no,
these themes aren't quite right, that's
good information. And really, you should be
going into the workshop with a feeling of not
trying to prove your point, but really just
trying to uncover the truth from the client. And it's your role to be very neutral actually
in the workshop, rather than trying to bring
your perspective into it. You're allowing the client to do the thinking and the
talking. So there you go. That is everything set up and ready to go
for the workshop. And now let's run through
what this would look like if you were to do
this with the client. So now I'm going to basically to talk it through with you
as if you were the client, as you can get a bit of
a sense for how this tends to work and what kind of things I would usually say. And so to begin with, what we
do is just take the client through what this
workshop exercise is for. What is the outcome
and why are we putting these four brand keywords together
in the first place? And so what I'd explain to the client is that the goal for the four brand keywords
exercise is to reduce and synthesize the brand
down into four words. And we're going to
use those four words to guide our thinking
around the brand, around the design, and actually around the business as a whole. And all of this is really
to help us put together a brand that evokes
the right gut feeling in the customer. And so it's really
important for us to keep focus here and to try our best to bring a lot of ideas and thinking down to
just four keywords. It's probably also worth
stating that these keywords won't necessarily be words
that appear in messaging, but more guide the thinking
around the brand as a whole. So what kind of feeling
would someone get if they were to just
land on your website? These four keywords should be evoked upon impact
on that website. Should get those feelings
from just seeing typography, the color, the approach
to everything. So that gives you an idea of what to expect and what we're
trying to achieve here. So let's jump into
the exercise and take a look at what key
words you guys have chosen. Okay, so now I'm going
to break character. That was my little of
introduction into the exercise, just explaining what
the point of this is. And now, what I would
do is first of all, going to zoom in
on these keywords, just to recap, really, what was selected by the client. And I might mention that there was not that much
overlap between the two, so it'll be interesting
to see why that is and whether there
is agreement or disagreement about
each other's keywords. And I'll just also mention
that I have added a few of my own that I feel that could
potentially be appropriate. I'd also then explain
that I've gone through the keywords and already put together
some themes, and as you can see,
I've chosen creative, trust, positive, and smart, and I've given examples
of each of those. But before we jump
into the themes, the first thing I would ask the Client is line number one. So Charlie Osborne, I'd say, which is your favorite keyword. D Client would often
then pause for a second, give them the time to think and to run through their list. And they will just choose one. So let's just say, for
example, they say, Well, my favorite keyword and
I feel this is really appropriate for the
business is effective. Then you would just
either let them continue because they may
explain if they don't, then that's the
opportunity to just say, Okay, it would be great
to hear why that is. And it's as simple as
asking that question. And this is really where
you'll find that they will open up a huge amount of detail and start
to give you loads of intricacies and details around why they've
chosen that keyword. Why is effective so relevant? And, you know, they
will go off on one. And this is where you
need to just sit and think and just really
absorb what they're saying. It can be helpful
at this stage to have a note pad and pen, so you're taking on
what they're saying, They might even start to
use different words and different adjectives to
describe their brand. And I would highly
recommend you also note those words
down because often, it can be the case that the
first one that they thought was the most appropriate
actually may not be, and that there may be something that's even more appropriate. So you've got to keep
yourself listening to what they're
saying and trying to help them come up
with the perfect word that really describes what it is they're trying
to explain here. So once the clients explained why that's their
favorite keyword. What you might do is just
go, Okay, that sounds great. That is really clearly a
major part of the brand. So what we're going
to do is going to bring this into the
favorite section. And so effective is now one of the favorite keywords that we may have as a candidate
for the final four. But before we go
ahead with that, let's ask Sophie, which
is her favorite keyword. So then you'd allow her to say, and she would go ahead
and say which one it is. And once again,
it's very simple, get her to explain, get her to take the
time to give you the full rationale for why
she chose that keyword. And again, this is a
very organic process. You'll sit and just listen as they explain and talk
things through in detail? Really allow them to explore everything and really
encourage them to be as descriptive and
detailed as possible? And as you run through, you'll find that the favorite
section starts to fill up. And this is really
the first stage. You're just asking
for their favorites. Are there any other favorites? Keep pushing them until
you feel that there are no more and they feel
that they've said it. And then you might return to the themes and start to
ask them about this. So you might say, which of these themes feels the
most appropriate to you? Is there a key word from one that you'd like to
discuss and explore Then once again, you'll
just have this discussion. And as I say, it
is very organic. There's really no specific sets and stages that you want to
take the client through here. It really comes down
to just listening, allowing the client to
explain everything that they want to and to explore as
many keywords as you want. And what you will end up finding is that the favorite section
starts to get filled up. You'll bring all these
different keywords in and it'll start to look a bit messy perhaps,
but that's fine. You might have clusters
of keywords that feel like they're related to each other in this
favorite section. Then what I like to do sometimes is if there's
a keyword that really, really feels like it's
absolutely appropriate, I might just take it and turn
it into bold, for example. So I can just remember this
is one that they really like and probably will make
it into the final four. So you can use tools like that. It's also very easy to visually see which keywords belong to who because it's all remained color coded so that can be
very helpful as well. And yeah, just really
at this stage, just let the conversations flow, allow the clients to fully
explore their business through all these keywords and really keep pushing the client and just saying the question, you know, do we feel that
these keywords that we have in the favorite section really covers off everything
about your business? You can absolutely go
ahead and advise that perhaps there's other parts of the business that needs to
be explored and discussed. But there will come a point
where you get a sense that this is really everything and that you've
covered everything. And this process can
take a long time. If you let it, it can
be I've had these run over an hour where we've just gone through
in massive detail. But it's amazing
how much you will explore and discover
in this process. So once you've got to
the point where you feel that this has all been discussed and that you've covered
off everything, you'll then go ahead and do your best to bring the keywords
that they've chosen. Let's just say there's
a few more in here. Let's get those in there. So you will look
something like this. And you can see probably
trustworthy is one of them. Effective is another
appealing is another and then finally
professional. Let's just say. And it will look like that.
So we just grab all those. I'd probably like to just make them all regular once again. It maybe even just bring
it down so it's all black, so all that's consistent. I also would advise that
you use these tools here to make it nice and even. Then there you go, we
have those four keywords, and I would really
highly recommend at this point you just run through
each of them once again, and it will be amazing what you'll be able to say about
each one at this point because what you'll
do is you can zoom in untrustworthy and say you
chose trustworthy because and it will be not just because of simply, we
want to be trustworthy. There'll be so much detail
that was discussed about it. Maybe it was relinqed to the foundation of
the business itself, and there was a whole
historical reason, and you know, they want to
show their trustworthiness through customer care and how
the whole company behaves. And so you can go into that
level of detail and really show the client that you've listened and understood
them fully and deeply. And then you'll move on to
the next one effective. You'll explain again all the things that were
discussed around that. And once again, it can be
helpful to have notes. So, you know, just to help
your memory jog it along, Then we have appealing
and professional, right? So you'll talk through
each of those final four, your last client,
are we comfortable and happy with those final four? And if they are, then, fantastic. This is a great news. You've completed the
workshop exercise, and you've come up
with those words. And I do always find that
the client will say, Well, you know, it's amazing what
words they come up with. They would never have thought that those would be the one. And it's just massively illuminating and
super helpful. So, We'll take it from
there. So that is the end of the
workshop exercise. And then what we'll
do next is take these four keywords and recap it and send it to
the client in an e mail. So what we're going
to do is jump back into the Google Drive. And you can see in here,
we've got the e mail, the recap email template, so we can double leg on that, and let's just quickly
run through this. So Hi, client. Thank you
for your time today. I'm delighted that we discovered
so much in this session. Your bank keywords
are as follows. And really, at this point, I would just write down each of the four
keywords they chose. And I'd also just write a little description about what the thinking was
behind that keyword. As I said, each word will
have a huge amount of meaning wrapped up into it just due to all of the discussions
that you had. So, It's really helpful to
actually put that description in there to recap all
of those details. And then finally,
you'll say that these keywords will now be
used to bring consistency to the brand to ensure evokes the right go feeling
in the customer. And you'll just send it off. And really, at that point, they'll have those
words, they'll have the insights from the workshop, and it will be over to
you to use those keywords and most likely move on to the
next stage of your design. For me, this would usually be the beginning of the brand
identity design phase. So I will be beginning
to use the insights discover from the workshop to bring together some mood boards, some ideas, some inspiration
for the brand entity design. So logo typography, website,
illustrations, and so on. I'll be bringing these keywords in and actually using them as the focal point and to
pin all the designs too. So that really concludes
the whole process. You've now seen from start
to finish how it's done, and really now it's over to you to go ahead and put
this all together. I hope you've followed along
with me as I've showed you how this is done so that you have this prepared
and ready to go. But if you haven't go
back and make sure you go through it and set up the Google Form for yourself. And in the final module, we're
just going to go through, and I'm going to answer some of your most asked questions.
5. Questions & Answers: All right, so now you have everything that
you need to start facilitating brand strategy
workshops for your clients. But there may still
be some questions that you have around building confidence and the
best practices around facilitation,
pricing, things like that. So we're going to cover some of those questions quickly here. I'm going to take you through
seven or eight questions now that you may have. And this would really give you all those kind of final details
to get yourself started. So let's jump into them. The first question is, how should I translate the
brand keywords into designs. And yeah, I think we've
covered this in some ways, but it's really
helpful, I think, to just skip back to this slide that shows you
for example keywords, and then how those
keywords can be translated into design
characteristics. And so what I would
actually advise that you do is after the workshop
with your client, you use this kind of slide when you're presenting
the brand to them. So, you know, at the beginning
of that presentation, I like to include a
slide that looks like this where I can talk through
each individual keyword. First of all, recap what each
of them means and what all the depth that is actually
associated with each of them. And then I will go through
each design characteristic that best will represent and
showcase these keywords. And a slide like this is
really useful for kind of setting the stage for the designs that you will
present moving forwards. And as I also mentioned,
it can be very helpful to always include these keywords
in your design file. So you actually have
them there to refer back to write them down on a notepad and just
have them there always visible so that whenever you're
getting new information, getting inspiration, You
can always refer back to these keywords and ensure that you're sticking to them. So that's really how you
translate the keywords. Let's jump into
the next question. How long does this
exercise usually take? And the answer to this question is how long does buses string? There is a really wide range. And these things
will depend mostly on your client and what
kind of client you have. Some clients will happily
talk and talk and talk. They'll just be one of those
kinds of clients that will really just love delving
into every single detail. They'll love having
the opportunity to express and
explore their brand and tell you all about the history and the
business and why And, you know, that's a really positive situation
because they're getting a huge amount of value out
of expressing all this. And by explaining it to you, I'm sure they're getting
additional clarity as well. So in terms of how long, I think you just got to be open to really encouraging the client and just letting
them take as long as they need to get
to that final four. Some clients, on the other
hand, can be very quick. And in that instance,
you might want to take a bit more of
an active approach and try and encourage
them and try to explore as many different
keywords as you can. And so you will have
to do a little bit of gauging in terms of what
kind of clients you have, how much depth
you're going into, and you will get a sense for how deep your understanding
is of the business. And do you really feel
like you know it fully, or do you feel like there's perhaps more to discover here? And I'd really just follow
your intuition with this one. But to be specific with
how long this can take, this can really take anywhere between 20 minutes to
really over an hour. And yeah, as I say, it can
come down to your client. Let's jump on to
the next question. How do I overcome
imposter syndrome and be confident
facilitating workshops? This is a really good
one. And I think what really discourages a
lot of designers from trying brand strategy is
really just this lack of confidence and a
feeling that perhaps, you need to be a certain type
of person to do a workshop. You need to be this confident,
outgoing, you know, outspoken, punchy person
to facilitate workshops. And I'm here to tell you that's
definitely not the case. Um, really, all that you need to facilitate a workshop is
knowledge in a process. And that's what you
have with this course. You know, you're
taking the client through first of all
the questionnaire, then you're doing
the preparation, and then it all comes together in the workshop where it's all presented and all
staged me step by step. So everything is
really just you taking and holding the
client's hand through this process and
does not require you to make any speeches or, you know, really
impose yourself. Really, what I would say is the better approach is to try and take a
backseat, actually. Ask the client lots of
questions and listen, let them explain more details around their business
and note things down, inquire, and you know, you're just there to really
be a neutral player. So that is a massive
one, I think. And I also would just say that the way that this
workshop process is laid out is designed to try and actually take
the pressure off you. So with the first questionnaire, this really gives the client the opportunity to do
a lot of thinking. And then the second
phase, as I've said, will give you the chance
to build your confidence. In preparation for the
workshop because you will go into it with as much
preparation as you need. So really take your time over the process and
the preparation phase. Take your time to think through questions, write things down, create hypotheses, and then go into the workshop
with this all ready to go. So, you know, by that point, all you really need
to do is, you know, introduce the exercise and
ask a lot of questions. Which really anyone can do. And the other point
to make about this is that the more that you
do these workshops, the more confident
you're going to get. And the more it's
going to come to you very easily
because you're going to start to see all the patterns
and all the repetition, actually, that happens in
each of these exercises. You'll start to see, okay,
clients, you say this, these kind of things
will help encourage a client speak and talk through
things in more detail. And, you know, all this
just comes to practice. So what I would 100% say
is just get practice in. Really just leap into
this, give it a try. And if you can find someone
to do it on practice on, whether that's a client or
if that's a friend, anyone, or even on yourself, it can be really helpful just to run through this process. First of all, on your own. So all of this stuff
can really help with increasing your confidence. Question four is how much should I charge for the workshop? Now, I do do a full episode on this one question in my
master class course, because really, there is
a lot of things to say, obviously about charging
and pricing your work. But what I would
say is there are a couple definite rules that you want to bring into
charging for this. The first one is, I think you always should
charge for this. Some people think that maybe
you should do it for free. But doing it for
free unfortunately creates a scenario where the client doesn't
take it as seriously. And it really is amazing, just the difference
with charging even just a little
bit for the workshop. They suddenly have invested into it already, and therefore, they will take the
time to really make the most out of it and
get their money's worth. So always charge for it.
That's for the first. Second rule, I'd say that
it's really important to understand the client's overall
budget for the project. The workshop often is just the first stage
in the project. This is what you use to kick things off,
understand the client, absorb all the information
that you need, and then you'll use that and base your design
decisions upon it. So what you want to be
thinking about is what is the overall budget and
how will the workshop fit into that rather than
trying to charge for the workshop
specifically because usually it will come as
part of the package. And because of that, the
actual price that you end up charging will vary
quite significantly. So depending on if
you're working with very small boutique
clients or start ups, that will obviously
affect the budget, or perhaps they are, you know, massive big brands that are going to
have a huge budget, and you should
really be adapting your prices accordingly. So, this is not a question I can answer with a specific
number, unfortunately. But what I would say is that you can use this
workshop as potentially, even though I always say
you must charge for it, you could use it
as a loss leader. By using it first and
bringing them in, you can then create connection
and relationship with a client that will then
lead to more work. And, you know, I have to
say when you do a workshop with a client and you
understand them deeply, you will find that the
relationship is so strong that they will often
work with you far more. The final thing I'd
say is that if you are doing this
workshop in isolation and it's not going
to be the beginning of a total project
with more design work, then what I would say
is explore trying to double the price every
single time you do it. So perhaps start
somewhat low and then just push push push until you see where
that limit is. This can be a really fascinating
way to find out what the clients that
you're trying to work with would actually value
this kind of workshop. But, yeah, a lot of
exploration is needed. And as I say, if you
want more information, I do cover how to include this into kind of price
anchoring and how you conclude workshops as a
total pricing approach for your bigger projects. Okay, so question five is, how should I deal
with clients that think they already know
their four keywords? Yes, I've definitely
had this before, where the client will
complete the Google Form, and they will just
select just four keywords and leave it at that. And so what I would say in
this instance is definitely do your homework and then bring in as many of your
own suggested words, that's why I've
left that column in the actual workshop
document that you can fill words in that seems to make sense
based on their business. And I have had this before. And when I do this, what we do is we first of all explore the four words
that they've said. We explore some of the
words that I've added in, And just by exploring it, just by discussing these words, we often find that there are other words that may
be more appropriate, or, you know, just
through the exploration, again, you can discover so
much about the clients. So don't just settle
with the four words. Always push to do an additional conversation
and to try and bring some of your own words in and see where the
conversation goes. And I assure you, you will definitely find it will
go to interesting places, and most likely those
words will change. Question six is how to
manage a difference of opinion between clients
or myself and the client. So let's first answer how to deal with when you
disagree with the client. If the client is saying one key word, you're
saying another. That's really quite easy
because I think always defer to the client when it comes to this kind of exercise, you know, the client really will be the one to
get the final say, and I think that is definitely
the way you should go. Remember, you should come into this as a neutral player and not try and impose too much of your opinion
onto the situation. There are other exercises
and other instances in brand strategy where your
expertise is required, and it will be up
to you to try and advise the client and push
them in the correct direction. But yeah, really, when it comes to a disagreement
with the client, just allow them to
make the final choice. And then for differences in
opinions between clients. So if you've got two
people or more in the workshop and they are just
disagreeing on something. It can be quite a
difficult situation, but in some sense, also, it's a hugely
beneficial situation, because when you really imagine what's happening on their side, there may be a difference
of opinions in these two people that needs
to be actually resolved. And perhaps this
exercise has helped highlight this difference that they weren't aware of before. And so this is really
a super helpful part of the whole workshop process. And that is bringing everybody together and fully understanding each
other's perspectives. And so what you
should be doing as facilitator is really just allowing this
conversation to happen. Just help clarify different
people's opinions. So if someone's
saying one thing, you can really
reflect, reflect back, you know, mirror
what they're saying. And this kind of process will really help them actually clarify it, hearing it from you. You just saying, what I've just heard is that you said XYZ. Do you think that's
correct? And then you can see whether they
think that's correct. And by doing that,
you're going to start to kind of almost massage the situation and to help everybody understand
things better. And you just keep doing that. You know, don't try
and come in too hard with your own
opinion necessarily. Just try and help
them understand exactly what they're trying to say and to bring
everyone together. And then if you do really
get stuck and two clients are really disagreeing and
they cannot get past it, What I would just
say is just take whatever that point
of discussion is, that topic or that keyword,
and just put it to the side. Just put it on the shelf for a little bit and move
on to another keyword. And perhaps and focusing
attention elsewhere, you can then come back to that
later with a little bit of extra clarity and perhaps by doing those additional
conversations, you can start to figure out where the solution was for that. But, yeah, it really is your role to just to
take a back seat, help the client discuss
and be a neutral player. This really takes all
the pressure off you and then it allows the client to express and open up
about their business. Seven is, is the four
Bran key word exercise sufficient for a brand
strategy workshop? And the answer to that
question is, it is. It will definitely give you a huge insight into
their business. It would be hugely
beneficial for clarifying for them
and for yourself, and it will create a
really deep connection with the client relationship. So all those things are great, and in isolation,
this works very well. However, as I did discussed
earlier in the course, there are a wide array of
different types of exercises, and different types of topics you can discuss with
client in the workshop, and all of these are
geared around solving specific problems that
clients often face. And so, you know
what I would say is, this is a great start, and this is something you
can 100% do in isolation. But if you are interested to grow your offering and really solve a lot of
your client's problems, I definitely invite you to check out the master class course. Our question is, where
does the workshop fit in within the
whole design process? And so, as I've mentioned,
the workshop really is the way to begin every project. This is the first thing
you should be doing, extracting all information from the client, understanding
them deeply, and setting yourself up for a very productive
whole relationship as the whole project
goes through. And so you want to use this workshop really
as a foundation. For every project that you do, whether that might be
brand identity design, web design, and really any type of design work that
you offer the client. And the beauty of doing that is that clients
absolutely love this. When you have that
first call with the client and you tell
them that you're going to start the whole process off with a brand strategy workshop, their level of confidence and your level of
credibility massively increases because they'll
get that feeling from you that you're really going to take care over this process. You're going to make all your
design decisions based on real information and a real deep understanding
of their business. And that really is a
massive setting point when it comes to trying to work with clients
and find clients. So there you go. Those
are the main questions. And so the final question
really is what next? And I would say the biggest
and most important thing that you should be doing now now that you've understood
this process, and you've got all
the tools that you need to start doing
these workshops for yourself is to book in a workshop with
one of your clients. Just go for it, do it. And the most amazing
thing that will happen is by really
booking it in and getting in touch up your
clients and offering this or just offering it to the next opportunity that comes along. Will really give you
the incentive and the confidence and the
motivation to start doing these. And it really is a case
of once you start, you'll do it more
and more and more and you'll get more
and more out of it, get more confident with it, and you'll start to
expand the workshop to cover a lot of different topics and pain points for clients. So that's a really
important thing to do. And the second thing I'd
say is if you want to expand your offering
beyond this one exercise, I do offer the
master class course, which actually
teaches 20 exercises that will cover many different
topics for your clients. So if that is of interest, go ahead and check out the remote branch strategy
workshop, Master class, And because you've
completed this course and you've already taken a
kind of snippet of that, I am actually
offering a discount. So if you are interested to
take this to the next level, here's a discount
code that will give you 10% of the total price. And so there you go, that
is the end of the course. I hope you're feeling a lot more confident because now
you have the tools, the process, and the
step by step for how you can start facilitating
workshops for yourself. So definitely reach
out to me with any questions that you might have any
additional questions. I love hearing from you guys, and I absolutely love to
hear about your success. So if you do one of
these workshops with your clients and you get
your feedback about it, definitely reach out
to me and let me know because I absolutely
love hearing about it. And other than that, good luck, get this workshop booked in with your client
as soon as you can. And yeah, I look forward
to hearing from you. So thanks again for your time, and I'll see you the next one.
Charlie Osborne, Brand Strategist and Designer
