One of the most enjoyable and stimulating stages in our brand marketing and creative worlds is the three to four hour brainstorm with our client’s team, which kicks off the rebranding process. This think-tank session is designed to function as a journey of discovery by exploring the company’s brand experience, core values, primary brand message, brand promise, competitive advantages, mission and vision, product lifecycle, goals and objectives, timeline, measurable-results, online and offline content integration etc., basically the company’s corporate soul, purpose and future.
During these sessions, we like to explain our process while sharing stories; in essence, utilize experiential learning techniques, because realistically, branding is about telling stories. A past client once told me that Chinese people love to communicate through analogies, hence the title of our latest blog. During a lengthy brainstorm, it is imperative the ideas flow with energy and excitement (The only bad idea is the unexpressed idea still in your mind!) as we truly encourage free flowing of concepts, strategies and stories.
Thus bringing us to Brand Animals… If your Brand was an Animal, what kind of animal would you be and why? (We have also used the analogies of Cars, Visionary Leaders, Non-Related Companies, etc.). The question is phrased to source the team members’ views of themselves or of their company if it was an Animal. The goal is to incorporate the animal’s attributes into the company’s corporate culture while simultaneously loosening the team up.