Signature

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Brand
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Skill Builder

Signature

Everyone produces the brand. Learn to see the part that is yours.

A practical 90-minute workshop for anyone who wants to see the brand they personally produce. Most people treat brand as marketing's job. This session shows that to the customer, every interaction adds up to one impression, and everyone shapes a part of it. Using the Line of Sight tool, participants trace one piece of their own work forward to the moment a customer feels it, notice the impression it actually creates, and decide where to give their signature deliberate focus.

Duration
90 minutes
Format
In-person or online
Group size
6 to 20
ideal
Best for
Multi-disciplinary teams
The day

Browse the agenda.

The standard format is 90 minutes, and the start time can be flexed to suit your day. Available in person or virtually.

CLICK EACH ITEM TO READ MORE
09:30
On the Receiving End
Feeling brand from the customer's seat
15 minutes
Exercise
Each participant recalls a recent moment as a customer when an interaction or experience delighted or failed them. They can choose any brand or product they like to generate a useful and insightful discussion.
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09:30
Where Brand Comes From
The OTSP view of brand, in ten minutes
10 minutes
Explainer
A short explainer that teaches the On The Same Page view of brand: the external expression of internal alignment, produced upstream in everyday choices, not fixed by working on the brand itself. Illustrated through Hiut Denim.
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09:30
Line of Sight
Trace your work to the customer who feels it
45 minutes
Canvas
A simple canvas that helps you trace forward from one person's role and responsibilities to the moment a customer feels their work, with an honest read of the impression they are likely to receive. The core tool of the Signature skill builder workshop, also used in other Brand-focused sessions.
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09:30
Leave Your Mark
Give added focus to a part of your work that can be traced to the customer.
20 minutes
Exercise
Everyone in the organisation has a chance to influence customer perception and experience. Participants name one part of their work to which they will give deliberate focus, commits it to a peer, shares back to the room, and traces the line reaching the customer from every desk.
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Download AGENDA (PDF) →
What you leave with

Three things that change in the room.

one

See your organisation the way a customer experiences it, as one continuous impression rather than an org chart

two

Use Line of Sight to trace your own work forward to the moment a customer feels it, and notice the impression it actually creates

three

Leave aware of the signature you produce, and clear on one surface you will give deliberate focus

Next step

Book it for your team.

Every engagement starts the same way: a 30-minute call to understand the team, the situation, and what good would look like. From there, we agree the shape of the workshop together.

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