Teaching branding to people who were frightened of it.
If the word branding makes you brace slightly, you’re the person these sessions were written for.
Context
I arrived as the programme's first ever client, then ended up teaching on it. The founders coming through were sole traders, most of whom believed branding was something other people were allowed to have.
Challenge
The subject is enormous and the vocabulary is hostile. Anybody can make a non-expert feel stupid in an hour.
Approach
Dividing something overwhelming into pieces a person could carry, and ending every section with something written down rather than something understood.
Before this
I gave a side interview for EnterprisingYou's promotional coverage at the 2020 launch event, held at the Science and Industry Museum in Manchester. Andy Burnham, then Mayor of Greater Manchester and now Prime Minister, went right before me.
The feedback
Nobody praised my taste. They said they weren’t made to feel stupid.
Every score below is taken straight off the returned feedback forms, tens and eights alike, published exactly as they came back.
Average rating of the workshop itself.
Three in four scored it a perfect ten.
Would recommend the workshop to another business owner. Not one said no.
Every attendee left having learned
- How to compare and choose a website builder platform
- What different websites are actually for
- How to build a site around a visitor's needs
- How to keep it on-brand
- How to maintain it with content and SEO
Every form came back with all five ticked.
“Such expert knowledge, yet managed not to overwhelm me with jargon.”Jennifer Bottrill, The Cultivated Classroom
“I know nothing about websites, but after this course I feel I have a much better understanding.”Georgina Goodburn, GMG Driver Training
“I couldn't fault the experience. Luke has an immense amount of knowledge and passion for what he does which came across on the course. It was relaxed, fun and informative and I would highly recommend Luke and his workshops 10/10.”
Clive WaltersFuture 5th Design“Luke is friendly and approachable and I instantly felt at ease speaking with him and asking questions during the workshops. He is very knowledgeable and helped me to think about things that I hadn't considered before.”
Nicola ValentineLittle Charlie Bears“Luke really listened to me, understood what I was looking for and tailored his approach to suit my needs. It's easy to see that Luke is genuine and passionate about what he does and I would highly recommend him.”
Marcia LevineMarcia Levine Photography“The trainer answered my questions as much as possible and made sure I understood the content being explained. The atmosphere during the workshop was engaging and yet a very relaxed one.”
Angela OgwougwaBIBIS Vintage“Luke's method of sharing his knowledge of this topic was clear and concise and has certainly given me enough information for me to go away and make changes to improve my website and make it work for my business.”
Andrew WildingWildcat Design Services“Luke divided all the information, which could be overwhelming for a non-expert, into clear sections. This enabled me to process each one separately and understand each area and what steps to take.”
Jennifer BottrillThe Cultivated Classroom · on what was most usefulBuilt from it
The Brand Starter Kit.
A 47 page workbook written for the programme and handed to every attendee to complete in their own time. It asks the questions rather than answering them, which turned out to be the part people remembered.
“I have been easily swayed in the past by people telling me what I should be doing and how I should be doing it. However, this was different. I was giving the answers myself. It helped me realise what I want to be doing rather than what people think I should be doing.”
Helen HarperHHH Self Defence & UFC Fighter“The Starter Kit gave me a lot more clarity on my purpose and core values. I actually got emotional. It was very powerful to see my purpose statement written down for the first time. I've always struggled to write one but the framework made it flow effortlessly.”
Shaun MacdonaldShaun Mac, Digital Marketing“The Brand Starter Kit was really useful. It made me think and look at things I would never have thought of. I have just started my business, so it was really helpful in giving me knowledge about branding that I didn't have before.”
Anna FosterRaine Cosmetics“My Brand Starter Kit results made me feel proud. It was a lot easier to have the kit help you take a step back and evaluate your business. Perfect for people and businesses who are at the beginning of their branding journey.”
Dijon MooreFANoty LimitedFor you
Does the word branding make you brace slightly?
Then you probably need teaching more than you need a designer. Most people aren’t short of taste. They’re short of a vocabulary and the permission to make a decision and stand behind it.
That might mean a workshop rather than a project, and I’d rather tell you that than sell you an identity you’re not ready to use.