Brandcamp (not sure about this being the actual name maybe it's just an informal one?) is a set of processes that create greater understanding of a developing or already-existing brand, quickly.
While our main goal is creating clarity, our secondary goal is team building. The organization going through this process should be having fun, not feeling like we are burdening them with extra work.
At the end of Brandcamp, we should have a stronger team and a healthy amount of "buy in" from the key players.
The process can be run online when needed, or a hybrid of both online and in person.
Quick and dirty description of the steps involved
- Clone this repo on a machine running Linux, Windows Subsystem Linux, or macOS (untested)
- Build out a form using Gravity Forms on a Wordpress site: JSON
- Send an email to the client/stakeholder group inviting them to take part in the process
- After a certain time period, close the form and export the entries
- Export the spreadsheet of entries, and make sure you remove any extra columns that are not needed
- Save the first 3 columns of personality traits to a new file: Example
- Save the "More X than Y" statements to their own file: Example
- Run
./bc.sh /path/to/file.csvto process the personality traits file - Run
./bc.sh -c /path/to/file.csvto process the comparison statements file
Example personality output:
$ ./bc.sh personality.csv
Br&ndcamp version 0.1.0
Processing personality.csv
144 data points processed
Saved to personality.processed_01.csv
140 data points processed
Saved to personality.processed_02.csv
125 data points processed
Saved to personality.processed_03.csv
Example personality output:
$ ./bc.sh -c comparison.csv
Br&ndcamp version 0.1.0
Processing comparison.csv
120 data points processed
Saved to comparison.processed.txt
At this point, jump to the Interpreting the results section below
The process consists of two parts:
Hopefully this can be done in person with smaller clients, larger/remote workforce clients will need to have this done through online forms, using the process outlined above.
Post-it jam session
- What words describe your organization?
- What words describe your clients?
- What words describe your industry as a whole?
- What are some of the best success moments you've experienced as an organization? (What qualities did that moment represent)
- And close with the least quantifiable exercise: More __________ than ____________. Encourage silliness
Interpreting the results
- Group words in two buckets, evocative and descriptive starting with organization words, then client words. When doing the post-it jam session, this is theater
- Listen to stories of success moments, tag the word groups that can be seen in these stories
- Visualize as data
- Summarize with statistics
- Create wordbank derived from those themes that cross both organization and customer
Summary statistics example
90 keywords identified
16 personality traits defined
53% describe ourselves
47% describe those we serve
86% helped create our best moments
64% of personality traits describe both us and those we serve
Delivering the results
Part 1's final product is a presented deck that explains our interpreted results. Ideally for smaller organizations, this will be in-person. The idea is walk them through the results, playing to their nostalgia of going through the process to get here.
The more ______ than _______ component is likely gonna have some funny shit in it so play that up.
The delivery deck should be designed so that a person the organization who was not part of the process could understand what they are looking at. Make sure it starts with a "Goal" statement slide. This can be a reusable, universal statement.
Needs big brain, TK
- Make the client look cool
- Send them an invoice
- Profit