Start building your brand book with a visioning workshop


Each piece of your brand’s ethos must be genuine to be successful. Your values must be consistent with your brand identification, your mission must be congruent with your purpose, and your vision must be a moonshot that connects with your team, your consumers, and, perhaps most significantly, with you as the company’s creator,

A real ethos cannot be imposed or replicated in any way. It must be obtained from the individuals constructing your firm (sounds painful, I know). In this case, a visioning workshop will be held to help you. A visioning workshop gathers essential team members in a room to delve deeply into your collective motivations, inspirations, and objectives and then shares the results with the rest of the group. It’s a collaborative, creative process that brings to the surface the ideas that are most important to your brand and company’s success.

Here’s how you go about it:

Allow the founder or CEO to be the driving force behind this approach to communicate the value of the task. An outside facilitator might assist you in keeping things on track, but if money is an issue, the whole course can be done on your own.

Skipping the ethos work is an expensive error that results in a disconnected and rudderless brand, which directly and negatively influences the company’s growth potential and profitability.

Selecting five to six stakeholders for the working team will ensure a diverse range of opinions represented in the room. The inclusion of department heads and members of the founding team will be realistic for most early-stage businesses. This group will be in charge of most of the hard lifting and will be responsible for offering ideas from their various fields.

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To conclude the program, bring together the team (ideally off-site to minimize distractions) for at least a 4-hour session. They will engage in several activities, both individually and as a group. Consider making extensive use of a whiteboard (and snapping images of the board as you go) and encouraging students to write notes. Make an audio recording of the session if possible so that you may go back to it later.

Exercises of this kind should be generative, and you will utilize the outcomes to spark conversations and uncover trends.


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