Workshops & Consulting

Hands-on brand building experiences for your team

Let Jim Stengel and his team lead you through the process of identifying, building, communicating, and implementing your Brand Ideal. Our hands-on workshops are highly interactive and tailored to your business needs. The outcomes are often extraordinarily impactful—for workshop participants, for their brands, and for their organizations.

Ready to get started? Contact us today to schedule a workshop.

Discover

Discover

Identify your Brand Ideal

Every business has a growth-driving ideal at its center. You just need to uncover and articulate it. The approach varies depending on the size and scope of the business. But whether you’re a single-brand company new to the market or a veteran conglomerate, our Discover workshop will get you there.

Key Outcomes:

  • A set of core beliefs and values
  • A powerful Brand Ideal statement

We achieve these important outcomes through three phases of work:

  • ORGANIZATIONAL SENSING: We conduct structured interviews and mine the organization’s heritage.
  • VALUES SYNTHESIS: We lead a team discovery process that extracts the governing tenets of the organization, merging them with customer insights to define shared values.
  • IDEAL ARTICULATION: We lead a process for writing and evaluating potential statements, before reviewing them against an assessment tool for further refinement and alignment.

Contact us to discuss a customized solution to develop your Brand Ideal.

Define

Define

What is your competitive advantage?

Every successful business is firmly rooted in a clear understanding of how it achieves competitive advantage, its unique brand positioning. That means defining your brand’s points of difference. Let us show you the way with our Define workshop.

Key Outcome

A brand positioning framework that defines your points of difference in the following areas:

  • Benefit promises
  • Reasons to believe
  • Brand personality
  • Identifiers

We achieve these important outcomes through three phases of work:

  • DATA GATHERING: We collect critical inputs, including historical documents, perspectives from key leaders and stakeholders, consumer data, and competitive and trend analyses.
  • FACILITATED CHOICE-MAKING: In a one-day workshop with your team, we facilitate strategic choice-making, using proven benchmarks, principles, and criteria.
  • FRAMEWORK FINALIZATION: Following the workshop, we synthesize the outputs and produce a final recommended framework.

The final framework will capture the brand essence—or “brand promise”—that is the source of your competitive advantage.

Contact us to discuss a customized process for defining your competitive advantage.

Build

Build

Build a culture around your Brand Ideal

Creating and improving your culture around a Brand Ideal is key to achieving sustainable business growth. Your organization’s culture comes from its leaders. Our Build workshop is aimed at improving leadership communication and standard setting, contributing to organizational value and culture.

Key Outcomes:

  • A culture change action plan
  • An organization design based on delivering your Ideal
  • A training and organization builder plan
  • A leadership communications plan
  • An Ideal communication plan

We achieve these important outcomes through three phases of work:

  • BRAINSTORMING “IMPERATIVES” – We explore the cultural components that your Ideal demands.
  • BENCHMARKING – We examine best practices for building an Ideals-driven culture and perform a gap assessment to identify key cultural imperatives.
  • ACTION PLANNING – We synthesize and prioritize the key interventions and develop action plans for your senior leaders, human resources, internal communications, and other key stakeholders.

Contact us to discuss a customized process for building your Ideals-driven culture.

Communicate

Communicate

Inspire others with your Brand Ideal

For a Brand Ideal to be successfully applied, you need to know how to communicate it in ways that inspire and motivate your internal and external stakeholders. The Stengel Company can show you the way, through our Ideal Communication Workshop.

Key Outcomes

  • A clear plan for communicating your Brand Ideal to all stakeholders
  • On-call counseling on communication development over an extended period of time

Through our Ideal Communication Workshop we work with your team to:

  • Use our tools to identify the key communication targets, laying out roles and objectives for each group
  • Embark on a creative exercise to identify possible options for communicating to each group.
  • Create a roadmap for delivering your Ideal Communication Plan

Contact us to discuss a customized solution for communicating your Ideal.

Deliver

Deliver

Provide a near-ideal customer experience

The more you strive to improve people’s lives—and demonstrate that commitment in your products, services, and interactions—the more customers will reward you by becoming loyal advocates for your business. Our Deliver workshop can help you provide that experience.

Key Outcomes

  • Practical ideas for improving your product or service experience
  • A process and environment for continuous customer innovation

We achieve these important outcomes through three phases of work:

  • INTERVIEWS: We conduct extensive interviews across all company functions and levels.
  • ANALYSIS: We lead an analysis workshop to define an Ideal experience and conduct a gap analysis against uncovered consumer/customer standards of excellence.
  • DESIGN THINKING: We leverage empathy and divergent thinking methods to generate goal-focused solutions and innovation.

Contact us to discuss a customized process for innovating a better customer experience.