I’m about to leave for South London, to engage with a classroom full of female STEM students, from age 11 to 22. Now, aside from the fact that I feel a little bit like a fossil – some of these girls already have a startup, how amazing is that? – it is an interesting challenge to design a workshop that gives them a compact picture of the value of branding, especially meaningful marketing and is relatable to all project stages and ages as well.
Since you don’t want to cram too much stuff into 2 hours – keeping in mind general human attention cycles and that the idea is to teach and have fun, not just to push as much knowledge in their heads as possible – I decided to focus on how values can and should lend the base building blocks of a brand.
Three exercises help them to understand how branding works and evolves in the 21st century, thanks to the Internet, information availability and the rise of a conscientious, value driven consumer:
- starting with the icebreaker, figuring out brand names based on the logo colours only,
- an exercise to help unearth personal values
- and the last one helping them to apply the personal values onto the business as well as understanding how they might get into their customer’s head to understand what aspects of the product/service will matter to them.
And of course, examples, examples, examples. From established names to smaller startups, we are going to have a look at how functional values, personal benefits and collective benefits a brand brings create coherent platforms to communicate from. I must say, I’m looking forward to a lot!