What makes a brand workshop worth people's time?

Agreeing a focused question before a brand workshop gives participants a common task without prescribing the answer. In the Carbon Tanzania workshop, a single strategic question was agreed in a separate session before the trip. The workshop explored possible answers, with a plan to turn a shortlist into further questions, hypotheses and tests to support an informed decision about the business's future.

The practical distinction is between defining the problem and deciding the outcome in advance. Give colleagues a question that directs their experience and knowledge towards a shared challenge, while leaving room for different possibilities. The B2B Reinvention approach combines human-centred creative and design-thinking principles with supporting research to help teams identify and choose a strategic route. Exploration has a purpose, but ideas remain open to examination before a final choice.

Protected time matters when people also have permission to speak openly and explore ideas without judgement. At a full-day creative ideation workshop for construction business Wates, more than 20 people came together to rethink their brand purpose. Leadership attended, supported the exercise and gave participants freedom to think beyond their immediate responsibilities. Dedicated time, encouragement and relief from everyday pressures helped people think more boldly and collaboratively.

The Carbon Tanzania workshop also made room for the founders and their partners to share ideas, hopes and fears about the business. Its two-day format, shared travel and time together outside workshop activities helped build trust for openness, vulnerability and occasional tension. For a brand workshop, protect time for exploration, make leadership support visible and allow relationships to develop alongside the formal exercises.