We always want to make our clients participate in the birth, or in this case, rebirth of their brand. So we work together. We put out exercises that make them think about what their brand is and wants to be, like benchmark, segment identification and values finding exercises. We also designed a workshop that we like to call “If the brand was”. We created a relaxed space and tried to challenge everyone in the room to find a corporeus definition for the future new brand. Loads of fun, incredible insights. Food for thought.
Left of right
One of the difficulties of our Brand Self framework lies in being super precise and spare in the choice of wording. That “humility” exercise helps focus on what’s essential about the brand, leaving the superficial out of the picture. When it comes to deciding on a specific positioning, this is where the s**** hits the fan. But we will share a secret with you? What defines you must be exactly what doesn’t define others. That’s the elementary principle of positioning a brand: identifying what’s so special about you that will ultimately differentiate you from the others.
It should be called Brand Hearing
Ok, so it took us a biiiit longer to close the brand essence, and ultimately to define the Brand Vision (or Essence) but we’re all happy with the end result. It’s great when something so summed up has the power to resonate with everyone at mimi: “To make people part of”. There. Done.