The idea of collaborative brand persona started with a project team meeting with people from marketing, IT, sales and customer service. All of them had different agendas and they all had one thing in common: their company brand.
When do I use this method?
You need to align with different stakeholders on a common vision for your brand. The branding needs to fit across a range of products. Please note that this method does not go into depth but it is a tool that helps you maintain consistency through many projects. Do not use this method if you want to develop a new brand.
How do I use this method?
Brainstorm “strengths” and “limitations” by writing keywords on post-it notes. The first brainstorming defines the current state. Repeat the brainstorming to define the future/target state. Then evaluate the results together on a canvas and build your “brand toy” (using a tool e.g. www.brandtoys.com or modeling material).
What are the benefits?
The team will get a mutual understanding with common goals and a common vocabulary. The emotional point of view provides valuable insights. This method brings your brand closer to all projects and reinforces customer brand recognition. Duration: 3 hours Number of people: 2 or more Level of expertise: Intermediate Author: Markus Lackner (kraftwerk) Source: http://de.slideshare.net/markuslackner/collaborative-brand-persona-markus-lackner-iak14