Discovery Workshop

We help your company find focus, develop purposeful assets, and content that speaks to your target audience through our 10-step brand strategy discovery workshop.

Why do you need a discovery workshop?

Would you like to feel more focused in your business? Did you regretfully start your company without a targeted purpose? Would you like help to realign your vision?
Does your product or service lack a clear message?
Are you feeling lost on how to create all the tools needed to bring your brand, company, product, or service to life?
Does your company feel outdated or lack a spark?
Do you want to understand the people you serve clearly and insightfully? Would you like to take the time to focus on your target audience and their personas?
Are you frustrated that your core stakeholders are not on the same page? Can everyone clearly and simply define the Value your company provides?

Here is what we see all the time in start-ups and businesses that need a refresh:

As a new business owner, you are wearing too many hats.
You feel unfocused or unsure of the direction to take.
You lack a creative team that can provide: fresh perspectives, ideation, brainstorming, or coaching to help revive goals.
You need better creative tools to go the distance (brand, identity, collateral, strategy).
You want to scale but are unsure of how.
You are just too close to the project and could benefit from outside perspectives.
You want to stand out, be memorable, authentic, but don’t know where to start.
Brand Goal

Imagine how IMPRESSIVE it would be to have 1 document describing who you are and all the elements that make up your business! How EASY it would be to send over to new employees, investors, vendors, designers, PR teams, sales teams, and any other curious minds that want to learn about WHY you are here.

Brand Goal

Your company mood board is not only a kind of vision board but should also represent your company characteristics. We curate the final spread based on your vision, goals, audience needs, and which industry you are playing in. Use your final mood board as a reminder, to check in and make sure your look and feel going forward is "on brand."

Brand Goal

You have studied your competition and know you are doing something completely new and different. Have you evaluated all your touch-points to understand where your product will live? Do you know how your customers will interact with your packaging, product, or service once its in front of them? What will you tell them, so they understand why you are different in less than ten seconds?

Brand Goal

When have you set time aside to take a deep dive to evaluate your goals, time to think about new ideas, and review internal processes? A huge part of keeping your business successful is taking the time to examine your company's daily actions. Is there a more natural way? A more innovative way? Are you missing something? Have you asked your employees, customers, managers what they would do? What have you learned from being in business, 1, 2, or 5 years, and how can you apply those gains to grow your business effectively? It's time for a branding workshop.

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What is the value that we provide in this 1-day workshop?

Our workshop provides the following (all custom for your needs):
Brand characteristics (archetypes)
A direction (or refinement)
of your identity
Your differentiator - how you
stand out
List of your features and benefits (value propositions)
A working positioning statement
Sales ideas (social media strategy, tools needed to reach your audience)
A targeted plan of action

Our workshop provides the following:

Answers
No more spinning around and around with ideas, or worried to try something because it might not work or even worse — never moving forward. You will leave with direct marching orders and a renewed burst of energy!
Decisions
Set brand goals, attributes, characteristics, a focus of who you are and why. You will rest easy knowing your brand now has a solid foundation and ready to grow even bigger!
Content
Clients take the material we land on and use it for, white papers, promotional info, packaging, website, identity ideas, blog posts, emails, sales.
Digital Branding Book Summary
We summarize all our delicious findings from the day, organize them so you can use the info and send it to investors, employees, vendors, designers, even your Mom, she will be so proud!

Our Top 3 Areas of Focus

1
VISION / GOALS
= Identity / Brand Content (Brand Map)

Your brand should start with a vision; a central unifying concept that is the anchor for your business decisions. This vision translates into your purpose and reflects your brand characteristics, products, and services. It is the map you use to define your culture and should be seen and heard throughout all your company touch-points. Your vision aligns with what your customers need, how you want your employees to act, and what the buzz on the street should be. It is the very reason you started your company - your passion.

We are here to make sure your meaning can actively be seen throughout your company. Your vision drives our design decisions when creating your identity, content, and supporting elements. This is your guide map and the foundation everyone will use as a rallying point.

2
TARGET AUDIENCE
=  Value / Difference (Brand Compass)

Your vision is now your compass, and it directs your next steps toward your target audience. You need to find your people, learn about their needs and daily lives, and understand how your product or service can help them. Why should they care about you? The insights gained from learning about who you serve and what they need will create your key value propositions. From there, we focus on finding your company difference.

Your Brand + Your Target Audience = Your Brand Difference

We use this equation to help companies find their differentiator or reason to stand out:

(we break this down in our workshop, and the results are always fascinating and even simple)

3
CONTENT / STORY
= Sales / Touch-Points (Brand World)

You have your set goals, you know who your people are and what they value, and your difference is clear. The next step is to turn this all into your unique story and share it with the world. Your company truths need to be broken up into pitch points, broiler plates, website verbiage, packaging, features and benefits, infographics, photography and all the other touch-points that should be utilized to share your story. Your brand foundation is your map, your difference is your compass, and successful companies continuously check in to make sure they are effectively and efficiently using these guides to grow, build, design, innovate, sell and prosper.

“And will you succeed? Yes! You will, indeed! (98 and 3/4 percent guaranteed.)
KID, YOU'LL MOVE MOUNTAINS!
So... be your name Buxbaum or Bixby or Bray or Modecai Ali Van Allen O'Shea, you're off to Great Places!"
DR. SEUSS,
Oh, The Places You'll Go!
As Dr. Seuss said, we too believe you will move mountains!

Real Life Scenarios

Can you relate to any of these?
Scenario #1
BUSINESS IN THE BEGINNING STAGES OR 1-2 YEARS OLD

You have a fantastic product or service but are unsure of what to do next.

  • You know your industry but are not a creative, marketing, or branding specialist, so you need help executing your ideas
  • You took a stab at your packaging or collateral, and it falls flat or looks dated
  • You need tools to help you sell, launch, promote, share, and inspire — and you need them fast
  • You are ready to get to the next level
  • You know your product/service is incredible yet there is a disconnect, customers are not responding, or there is a lack of trust
  • You know what types of branding and design you like but have no idea how to execute and bring it all together
Scenario #2
BEEN IN BUSINESS FOR AT LEAST 5 YEARS

Your company needs a refresh or a new spark.

  • Your brand is outdated, does not express your current offerings or focus, is boring
  • You need an update to inspire a younger audience
  • You need to revive your company and inspire your team, foster innovation, and recruit top professionals
  • You have new owners or a new product/service
  • You want to increase your expertise on how to plan for the future, set goals, evolve, and grow
  • You need to align your brand with your offerings and incorporate a targeted social media campaign
Scenario #3
NEW OR ESTABLISHED BUSINESSES

You have so much going on, too many cooks in the kitchen, everyone is confused, and needs a plan of action.

  • You have amazing products/services, but your content does not inspire your audience to take action
  • You want to do it all and feel burned out
  • You don’t have a clear message or goal
  • You keep trying new things, so your brand, products, and services are disjointed
  • You need to get out of your head and find someone who can make sense of all your ideas
  • You really want to help people but your branding lacks your passion and spirit
Scenario #1

When I first decided to launch my business three years ago, I knew what I was passionate about but I didn't know how to share it with the world. I searched for months to find the right creative partners to help me discover my brand and build a presence. Before I found The Cowlick Appeal, I felt like a fish out of water - I struggled to find someone or a company that would really take the time to get to know me and the impact I wanted to make. I found a true partnership when I decided to partner with TCA. They worked with me to visually pull together all the loose pieces I had floating around in my head. They brought clarity and representation to my business when I had none. Since then, not only do I have a kick-ass brand - one that I can continually evolve into because there is so much depth to it - I also have a website that is easy to manage completely on my own, as well as multiple products and program out on the market. TCA laid a solid foundation for me to build on and because their work is so smart and savvy, they have created multiple avenues for me to venture into whenever I'm ready to up-level. Their guidance, support, ingenuity, spunk, and creative genius have blown me away over the years and I honestly feel indebted to them for their gifts and talents.

Tina Medina
Scenario #1

When I first decided to launch my business three years ago, I knew what I was passionate about but I didn't know how to share it with the world. I searched for months to find the right creative partners to help me discover my brand and build a presence. Before I found The Cowlick Appeal, I felt like a fish out of water - I struggled to find someone or a company that would really take the time to get to know me and the impact I wanted to make. I found a true partnership when I decided to partner with TCA. They worked with me to visually pull together all the loose pieces I had floating around in my head. They brought clarity and representation to my business when I had none. Since then, not only do I have a kick-ass brand - one that I can continually evolve into because there is so much depth to it - I also have a website that is easy to manage completely on my own, as well as multiple products and program out on the market. TCA laid a solid foundation for me to build on and because their work is so smart and savvy, they have created multiple avenues for me to venture into whenever I'm ready to up-level. Their guidance, support, ingenuity, spunk, and creative genius have blown me away over the years and I honestly feel indebted to them for their gifts and talents.

Tina Medina
Scenario #1

My greatest takeaway from our brand discovery workshop was that my brand already had meaning, personality, strength, and uniqueness before we even started. I didn't realize that after years of trudging along as a part-time small home business while also being a stay-at-home mom, that I actually had a brand already. My brand was trustworthy, caring, fighting for change, and connecting the community.  I never would have realized this without the team at Cowlick guiding me through a deep-dive into my story, my passion, and my experience in business over the past few years. They were able to identify, clarify, and define my brand, and then everything else just fell into place, from who my target customers were, to the look of the brand going forward that would support our findings.  I really enjoyed the process and was left with renewed focus and motivation on moving my business forward!

Jenny Stackle
Scenario #1

I was blown away with how much we needed a brand discovery meeting. I was hesitant to do any "workshop," but with three different restaurant owners at the helm, we each had different ideas. Cowlick quickly brought our focus together, and we centered on what our customers needed and expected. We gained invaluable direction and aligned all our goals. I learned how important it was for our brand experience to resonate with our guests from the napkins to our website. It was all very gratifying, and we left charged and inspired, each with our set to-dos. Thanks, Jess and Virginia!

Cameron Braselton
Scenario #1

The discovery workshop was one of the smartest moves we made early on. This process was not easy but the outcome was a clear understanding of who the company was and more importantly who it was not. One of the outcomes of the workshop was a very thorough brand book that has been used in our PR, marketing, merchandising and even helped us pick out the paint for our tasting room walls.

What surprised me most was how little I knew about branding and how deep Cowlick would dive to pull out Misadventure's unique voice.

Whit Regali
Cofounder, VP Marketing & Sales, Misadventure & Co.

Why do WE do this:

We are passionate about helping companies fulfill their dreams. We love those “Aha!” moments and the electric energy that comes from laying it all on the table to find that golden nugget of truth that revives your business. Our experience has shown us that companies are so focused on getting out there to sell or promote that they never established their “Why” or thought about their audience, or what inspires them to keep running. In the end, this makes your job harder. We genuinely believe your brand journey should be fun and easy. Our 10 step brand strategy process gives business owners the map and brand foundation they need to hit the ground running. We are committed to helping you find your focus, apply it to your business goals, create the leverage you need to stand out, and build your dream company.

We want to work with you and be your dream team because if you are successful, we are successful!

Who YOU are:

To manifest winning transformations and maximize creative solutions, we need the following types of people at each workshop:

  • Open to new ideas
  • Willing to share their frustrations and listen to others
  • Understand we all need help
  • Embrace change
  • Believe in the process
  • Be kind and respectful

When we all come together with an open mind and heart, magical things do happen.

FAQs

Q: Where are your brand discovery workshops?

A: We look for the best-suited co-working space that is close to your business. (San Diego, Orange County, LA) We need a space without distractions to let the ideas flow, lots of whiteboard space, and room to put up post-it notes, We can also come to your office or area of choice if you have a distraction-free space.

Q: What do you provide and how long is the workshop?

A: We come with all the supplies needed to write on whiteboards, all paper materials, and a couple other tricks and games we like to use. We will give you and your team an outline of the agenda ahead of time, so we can all come prepared. We provide snacks if we are hosting it at a co-working space of our choice.

Duration: we have found that 4.5–5 hours is around the perfect amount of time to get through all of our questions and exercises, and to maximize the focus before everyone gets too antsy or tired. Our clients find that the first 2 hours pass in an exciting blur, which is critical to gaining the ideas and collective insight needed. Then we take two 15 min breaks to get us to the end. The goal is to keep the momentum going.

Q: Why do you say a whole day workshop if it’s only 5 hours?

A: The “day” is more about the total amount of time our team invests in your workshop. We take 1–2 hours to come prepared with research, mood boards, ideas, and a customized workshop based upon your company’s brand needs. After the workshop, we spend another 1–2 hours to combine all of our insights, refine the visuals, and put together a summary for your company to review, reflect, and build upon after the session.

Q: Can you host remote brand discovery workshops?

A: We have done them through Zoom calls or other live conference calls, so yes, but we really prefer face to face. Technology can be distracting and moving the camera around to see what is happening on one side of the room vs. another makes it challenging to keep all of the team focused.

Q: What sort of clients benefit the best from your discovery workshops?

A: We work with all types of clients, from start-ups that need everything to established businesses that need a refresh. Most of our workshops are intimate with 1-2 owners/founders; however, we have also facilitated larger groups of 10-15 company managers. When choosing who should join, we suggest any of your executives, managers, or employees who need alignment with your goals and are the key decision makers. We always ask that they respectfully allow everyone to voice their opinions and ideas. We facilitate an informal dialogue with all parties. We invite you to come open to change and to welcome all new possibilities. Our role is to efficiently and effectively move the conversation along, be a sounding board for fresh perspectives, and help you see any gaps at a high level. If everyone comes intending to listen, learn, and share, growth will happen.

Q: What makes your discovery workshop different than other agencies?

A: Our discovery workshop includes three facilitators who will inspire creativity and capture the ideas and goals of that day. Virginia, Co-Owner and Brand Director of The Cowlick Appeal, guides and directs the session to keep everyone on task. She played soccer all through school and was always on defense as "The Sweeper": the last player before the goalie, so she was "the eyes and mouth of the team." Jess, Co-Owner and Creative Director of The Cowlick Appeal, will guide you and your team through exercises and questions. Jess's artistic background, from high-level print campaigns to building complex websites, will advise you and your team on how to transform your ideas into innovative and tangible visions. Next, our Content Strategist, a member of our freelance team, will capture the flow of the meeting. She is observing, writing, and absorbing all the ideas whizzing by. A HUGE benefit to having someone engaged in listening and recording the discussion means nothing will be lost. And when you let the content flow, amazing taglines, pitches, and positioning statements emerge, all benefiting you.

Our brand journey has the right balance of the serious to the humorous. We believe it should be fun and even easy to find, build, and grow your brand foundation. We ask practical questions, think about the application of ideas, and have the expertise on how they can be executed to maximize your offer, budget, and end goals. Having a team of creatives that are especially good at finding your spark AND can work to make the brand reality is the significant difference our company provides to our clients.

So contact us today and let's book
your brand discovery workshop
Contact Us!