Brand identity with Brand Storming
Bringing your brand identity back to life
- client request
We noticed that at the start of some projects, clients arrive without a clear view of the specific characteristics of the brand, product, service, website or logo they want to build. In response, we took the initiative to develop a low tech tool that guides clients through shaping the brand identity of their project: the Brandstorming deck.
Whether you are launching a new brand, a business or a website, or reinventing an existing brand, the idea behind Brandstorming is to actively involve clients and their teams in that thinking process.
The same approach works for defining the personality of a logo that a professional will design later, or for redefining the image of an organisation in order to attract new talent. The aim is to make sure every project starts on a solid foundation and with a clear understanding of its identity and its objectives.
Below is the video presenting the game that you can buy in our Stripe shop.
- challenges
While developing the "BrandStorming" card deck, we wanted to make one of the tools designers use to help their clients shape a brand identity available to everyone. The tool is also used to:
Clarify the personality of the brand. The first challenge is to help clients think in a deep and structured way about the personality of their brand. Clients need to identify clearly what defines their brand and what sets it apart from others, so they can build a strong and coherent brand identity.
Choose the right adjectives. Another challenge is to guide clients as they choose from 128 adjectives to describe their brand. The process has to stay flexible enough to allow broad exploration while staying focused enough to reach a precise and relevant formula that reflects the brand accurately.
Make collaboration easier. Ensuring equal participation and smooth communication between team members during the brainstorming session is a real challenge, and it is what guarantees that a range of perspectives is taken into account.
Adapt to different brand contexts. The last challenge is to make sure the card game adapts to a variety of brand contexts, whether the aim is to launch a new brand or to reinvent an existing one. It has to be relevant and useful for personal brand projects as well as for organisations looking to rethink their image.
By meeting these challenges, the "BrandStorming" card game can become a valuable tool that helps clients shape and refine their brand identity in a collaborative and innovative way.
- stakes
Identifying and clearly defining a brand identity is an essential step in standing out and building a solid link with your customers and your employees. BrandStorming is an innovative tool for meeting these challenges, guiding organisations as they discover and clarify their own brand identity.
Better brand perception. Using the deck brings a noticeable improvement in how the brand is perceived. By helping to define and refine the brand identity, it contributes to a more coherent image aligned with the values of the organisation, which can translate into a significant increase in revenue.
Differentiation in the market. BrandStorming guides organisations as they discover and clarify what makes them unique, which supports effective differentiation in the market and stronger preference among consumers.
Higher engagement. Creating an emotional connection with consumers matters a great deal for strengthening their engagement with the brand. By defining the brand identity clearly, this deck makes that connection easier to build, which increases the likelihood of recommendations and customer loyalty.
Attracting and retaining talent. A strong brand matters for customers, and it matters just as much for current and future employees. This method helps strengthen the employer brand, which translates into better attraction and retention of talent as well as lower hiring costs.
Clarity and consistency. Clarity and consistency in brand communication are essential to the overall value of the brand. By helping to establish a clear brand identity, "Brand Storming" ensures uniform communication across all channels, which raises the value that consumers and stakeholders perceive in the brand.
- solution
Exploration
Working alone or in teams, participants go through the 128 adjectives available so they can think through every potential characteristic of their current or future brand.
Selection
Participants choose the adjectives that resonate most with the essence of their brand, product or service. This step brings out the standout traits of the brand identity.
Definition
Participants pick the cards back up and discuss the meaning and the definitions of the brand attributes they selected, so that everyone shares the same understanding.
Synthesis
The brand identity is finalised with a clear and concise statement that captures the key characteristics selected. That statement becomes the foundation for the branding.
- results
Brand Storming delivers real results for the people who use it: startupers, entrepreneurs, founders, marketers, web designers, illustrators, recruiters, employer brand managers, designers, windsurfers, consultants, job seekers and anyone who wants to launch or reinvent a brand.
A clearer brand identity. Users clarify and define their brand identity precisely, identifying the key attributes that characterise it. That clarity helps strengthen the consistency of brand communication and brand positioning in the market.
Stronger team cohesion. By brainstorming the brand together, teams strengthen their cohesion. They build a shared view of the brand, which supports better collaboration and greater effectiveness when brand strategies are put in place.
Time saved and greater efficiency: Brand Storming saves users time by making decisions about the brand identity easier to reach. Participants can agree quickly on the key elements of the brand, which speeds up the branding process.
Stronger stakeholder engagement: By actively involving stakeholders in the process of defining the brand, their engagement with the brand grows. That contributes to better buy in to the values and the vision of the brand, which is essential to long term success.
Better brand communication: With a clear and defined brand identity, users improve their communication by making sure brand messages stay consistent and aligned with the values and personality of the brand. That strengthens how the brand resonates with its target audience, improving both perception and awareness in the market.
TO ORGANISE A KEYNOTE, A WORKSHOP OR A MASTERCLASSÂ