Your brand exists for a fundamental reason, and it’s guided by unique values and beliefs that make a difference in people’s lives. This workshop will define and align around all three of these crucial brand statements.

Your purpose statement does not describe what you do; it describes why you do it. It has nothing to do with being “the best” or “fastest” or “most trusted” or “most profitable.” Your purpose, vision, and values go deeper than what you’re selling. And it won’t change each time the market shifts or the wind blows.

In this workshop, we’ll craft key statements that inspire people within the company and inspire people outside the company to care and answer these questions:

• What is our “why”?
• What vision do we hope to achieve?
• How will we reach that vision?
• What values will we uphold?

Every organization should have a big idea worth rallying around. It aligns your leaders, inspires your team, and identifies the flag you’re carrying and what hill your team is marching towards.

How do you find the big idea? We workshop together to find a “war-cry.” This rally cry is where your strength as a company, your competitions’ blind spots, and your market’s most pressing problem intersect. That point becomes your big idea. In this workshop, we will answer:

• What is our big idea?
• How can we claim it?
• Is it short and catchy?
• Can it act as a north star?
• Can your team embody it?
• Can our audience rally around it?

When you find yourself loyal to your favorite brands and inspired by new ones, you’re subconsciously forging a connection with that brand’s archetype. A brand archetype is a personification of a brand on a human level. It borrows 12 well-established character types throughout history, film, and literature to define a brand’s underlying personality and character.

This workshop builds on the principles of universal storytelling to help us think of the brand as a relatable human character in the customer’s story and to define what our role is in their lives.

• Is your brand the rule-breaking Rebel?
• The transformational Magician?
• The wise Sage who provides deep knowledge?
• The goofy Jester here to entertain?
• What is our brand’s character?

When a brand talks to everyone, it speaks to no one. You want to cultivate as many new customers as possible. With that in mind, it’s easy to want to share your message with as many different people as possible.

Defining the specific WHO allows you to focus your message on the right people who are most likely to obsess over you. And it will help us to create a tone of voice and visual language that speaks to your target audience without being exclusive or elitist. In this workshop, we’ll explore all the avenues, weigh pros and cons, and ultimately determine and align around who we should focus on reaching with the brand.

• What are the different audience segments?
• Who is the ideal audience to orient the brand to?
• Why do they need us?
• Who is the audience we serve especially well?
• Who does our brand need to attract?
• What do they care about?

The goal of this workshop is to run a quickfire session to create a batch of names that can act as a linchpin for the brand. The outcome should be a shortlist of name candidates that would then be passed to a trademark attorney to run preliminary screenings and/or deep dive searches in your trademark class(s) to determine commercial viability.

• Develop and align on a Naming Brief
• Brainstorm the first big batch of names
• Present shortlist of names with rationales
• Analyze the names for likability and branding potential
• Help to shortlist for legal review

Often there’s no one-size-fits-all playbook. What if you don’t see a specific workshop that’s perfect for your team? Motto also offers customized workshops or project scoping sessions tailored to a specific goal or unique problem.

We can offer a workshop or project scoping session where we work together to mutually understand a problem and outline a plan of action to solve it. This type of engagement will allow you to see who we are, how we work, and why we’re different from other agencies.

Fill out our contact form and we’ll hop on a call to learn more about your particular goals and objectives. Then we can determine if a custom workshop or scoping session is right for you.