The strong, memorable and trustworthy brands of today stand out among competitors through smart differentiation and positioning strategies that make sense to today’s audience. A best practice to build your brand can be realized through Bates Creative’s interactive brand positioning workshops. Full of customized exercises and research, brand workshops help key stakeholders roll up their sleeves and explore the core of their brand positioning.

How does your brand relevance echo internally and translate externally to your key audiences? Do you deliver on your brand promise? What makes a value proposition strong? How should or does this cascade through everything that you do and say about your brand?

Here at Bates Creative, we believe workshops, led with expertise and informed by critical thinking, are an important component of a discovery process that helps our clients begin to answer those questions.

Why is a workshop beneficial to a brand?

Workshops aren’t a one-size-fits-all offering at Bates Creative. We break free from templates, and start with a blank slate to study your brand, craft, strengths, and challenges. No two brands are the same, which means our approach to workshops are always uniquely tailored to fit your needs. A workshop can be the catalyst in a brand positioning process–-it surfaces solutions and findings among an organization’s internal and/or external teams through the collaborative experience. You know your brand best, but by bringing in unbiased third-party perspectives, you’re able to reflect and react to brand perceptions. Workshops are the fusion of our expertise and your institutional knowledge. Together, we’ll help you find your brand’s edge. 

Case Study: George Mason University’s Workshop

George Mason University, a young, reputable public research university, was in search of a clear brand story that speaks to its diverse audiences from around the world. Mason’s leadership was looking for a way to communicate its esteem without compromising its relevance and relatability with its diverse student body. Our team dug deep to extract its brand values, beliefs, and a clear persona to inform a cohesive story that speaks to the Mason brand of today and beyond.


Mason asked us to help aid its bottom-line challenges: a need to clearly define the essence of who they are and establish a brand position that’s authentic to what they do, and where they’re headed.

What We Did

We took the university’s mission and created an interactive experience for stakeholders to marry the school’s values and brand messaging with a customized workshop. Our questions were tailored to meet the end goal: finding a cohesive Mason story to align both internally and externally, as well as regionally and nationally.

Our custom workshop approach explored the following aspects of the Mason brand:

  • Differentiators – what truly sets Mason apart from competitors
  • Brand Perception – what people think and feel about Mason
  • Brand Persona – Mason’s brand personality traits
  • Brand Values – Mason’s core pillars—the attributes that should come through in everything Mason does

After completing the series of exercises in the workshop, our team analyzed the findings and crafted a strategically-guided Brand Positioning Findings & Recommendations Report that the Mason team can refer to to help guide future brand and marketing initiatives.

Our Recommendations

Our team welcomes the opportunity to be part of your brand discovery process through workshop exercises and more. We believe this upfront and foundational strategy exercised in discovery will help create a lasting partnership where we continue to work together to finesse all subsequent aspects of your brand. With our team’s expertise in brand strategy, we want to help you leverage that knowledge and be the building block to reach your brand’s full potential.