Brand strategy in one weekend
The BrandPersonality Workshop is a unique method for creating a brand strategy that is designed for small and medium businesses. These businesses most often suffer from the fact that the personal preferences of managers or business owners are reflected in the form of the brand. However, those preferences do not usually represent what your customer wants from your brand.
Just give us six of your employees - from cashier or marketing specialist to someone from a management - to a two-day workshop and we will together create a brand strategy that can be applied immediately.
You do not have to spend long months exploring the market and meeting with consultants.
How does it work?
The basis of the method lies in the psychological measurement of personality. With the help of the test, we will identify your customer's personality and compare it with the personality of the brand. The magic comes in a moment in which we are able to assign patterns from our extensive research database to your customer thanks to the test results.
According to his profile, we are able to say what your customer prefers, whether he is buying in series or experiments with brands, if he prefers local or foreign products, how he behaves in a group, who is his role model, how he will respond to discounts and hundreds of other shopping and communication patterns behaviour.
The course of the workshop
An introductory meeting - where we define the product segment in which your business operates. You will introduce us to your brand. Together, we choose the most suitable participants in the workshop across the company structure. The ideal number is 6 to 8 people.
We will send to each participant of the workshop several forms that we need them to fill out before the workshop starts. These will be primarily their personal psychological tests. These forms will not be published in any way and will only serve to improve the orientation during the workshop for all the participants. But if your employees want to, they can arrange a consultation with our psychologist, who would explain to them how they can use the test results for their personal development.
The second questionnaire before the workshop will be a socio-demographic questionnaire about your target group. These questionnaire surveys are done in advance so that we can save group time during joint activities.
An illustrator will be present at the workshop, who delivers live discussion and paper findings.
Workshop Day 1:
Seminar: Introduction to the psychology of persuasion, psychology and its use in marketing
Seminar on transformative and informative forms of advertising
Introduction to Big Five Personality Psychological Profiling
Results of personality tests and room for consultation
Presentation of the research database and the most interesting findings in the field of psychology in marketing
Recapitulation of the socio-demographic classification of the target group based on the previous questionnaire
Testing participants in customer behaviour estimation
Common fulfillment of Guens' brand personality test
Overnight our team analyzes the results and processes the final report based on the database. At the same time, we are preparing the next morning's proposals for key steps in brand strategy and tone of voice.
Workshop Day 2:
Comparison of brand psychological profiles
Checklist of customer behaviour
Checklist of attributes and brand touchpoints
Brainstorming: how to solve the differences between the brand and the customer
Introducing specific changes to branding
Introducing tone of voice tailored to the customer
Introducing the final report and brand strategy
After the workshop: finalizing the strategy and dispatching visual materials for future use
Mgr. Nikola Frollová graduated in Psychology at the Charles University in Prague and currently is an internal PhD candidate at VŠE.
Her passion is in social psychology and psychological counselling. In practice, she helps to deliver the visions of creative people to the management of our clients. She is delighted to be able to bring scientific knowledge to practice.
Adam Ondráček is a consulting marketer and brand developer. Adam worked for ten years in advertising and creative agencies. After working on campaigns for brands such as Mastercard, ING, Benzina, ČSOB, Foxconn, Pilsner Urquell, or Mondeléz, he decided to build brands from the beginning and improve the strategies of those that exist.
He is the founder of the Kontra Brand Studio. He graduated in Journalism and then Marketing Communication at Charles University. He is a mentor in the programs of Czech Invest and the ESA Business Incubator.
ONLINE TEST & CONSULTATION
Online BrandPersonality psychological profile test for brand or model customer + consultation (2 hours) with Adam Ondráček and Nikola Frollova.
17 500,- CZK + VAT
BRANDPERSONALITY TRAINING AND TONE OF VOICE
The BrandPersonality method along with the training of psychology and tone of voice. 4 seminars in 4 weeks (about 3 hours per training).
44 000,- CZK + VAT
FULL BRANDPERSONALITY WORKSHOP
A qualitative questionnaire survey of the participants of the workshop in advance and two-day intensive workshop for 6 to 8 participants selected across positions in the company.
The price includes accommodation and full board in one of the selected relaxation facilities in the Czech Republic.
After completing the workshop, participants will receive a complete final report, communication advice and brand behavior, and a tone of voice strategy based on Norman Nielsen's methodology. Part of the workshop includes personal psychological assessment and personality testing.
During the workshop, the designer Vladimír Chalupa is present, who illustrates live insights and insights from discussions and ideas for brand communication.
160 000,- CZK + VAT
BRANDPERSONALITY WORKSHOP & RESEARCH
Quantitative questionnaire survey between employees and company customers together with a two-day intensive workshop for 6 to 8 participants. The price includes accommodation and full board in one of the selected relaxation facilities in the Czech Republic.
After completing the workshop, participants will receive a complete final report, communication advice and brand behaviour, and a tone of voice strategy based on Norman Nielsen's methodology.
The workshop also includes personal psychological assessment and personality testing.During the workshop, the designer Vladimír Chalupa is present, who illustrates live insights and insights from discussions and ideas for brand communication.
250 000,- CZK + VAT
The price is based on the scope of the survey
Check out the photo report from the workshop for Domotron:
Take a look at the BrandPersonality final report: