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Persona Brand Strategy Workshops, Masterclasses & Structured Programmes
with Lorraine Carter
Legacy Workshops, Structured Programmes, Talks, Mentoring & Training
Foundational Brand Strategy Thinking
These founding principles from earlier knowledge and capability transfer programmes underpin methodologies today and consequently remain relevant across the work, albeit they have been updated for the AI accelerated world in which we now live.
How to Build A Brand Workshop
Who’s it For: Business Leaders, Entrepreneurs, SMEs / SMBs, Business Owners, Brand Managers, Consultants
An exciting and empowering workshop where we take a deep dive, step-by-step on how to build your brand. You’ll learn the systems and methodologies employed by some of the world’s greatest brands so you can apply these strategies to your own brand. This is not a theory based programme but a highly interactive fast-track course where each participant works intensively throughout the programme duration using our ten step system.
Outcome: A clear understanding of how brands and branding works, that a logo is not a brand or designing your website or other brand collateral either! You leave with your brand fully mapped out and documented in a 50 page work book which you complete over the two days and summarise in a separate brand briefing executive summary document so you have a total brand roadmap or GPS of your brand to enable you to manage your brand and grow your business successfully.
Revitalising or Rebranding Masterclass? The Do’s and Don’ts for Doing it Successfully
Who’s it For: Business Leaders, Entrepreneurs, SMEs / SMBs, Business Owners, Brand Managers, Consultants
Rebranding or revitalising a brand can be a challenging and risky business if done incorrectly or without due diligence. The market is littered with case study disasters of major global brands along with smaller national players who failed dismally with great expense or permanent demise. Done correctly, rebranding or brand revitalisation can take your business to the next level and accelerate exponential growth ensuring your brand maintains market relevance and generates increasing profits. This session has been developed to give you the structure and process for overhauling or refreshing your brand successfully together with all the do’s and dont’s for doing it right, so you maximise the return on your investment.
Outcome: A thorough understanding of when you should consider change and how to evaluate which route, rebrand or refresh, is most suitable for your brand. Overview of the complete process, how to plan resources, budgets and timelines together with useful checklists for ensuring a successful outcome and a copy of our Rebranding Resource Roadmap™ to use in your rebranding or brand revitalisation process.
Winning Brand Packaging Masterclass – The Key Ingredients for Success
Who’s it For: Business Leaders, Entrepreneurs, SMEs / SMBs, Business Owners and Brand Managers of Products
Developing and relaunching or launching a new product to market in any sector is fraught with challenges for getting it right. One of the most critical and often underestimated elements, which can make or break your product’s success, is your packaging design. In this workshop we take you through the whole process together with how to evaluate all the key ingredients required for successful packaging both in terms of your brand strategy, aesthetics, shelf impact and functional requirements. We also take a look at current and future trends so you’re empowered to make more informed decisions and increase your success.
Outcome: A thorough understanding of key elements required to develop successful packaging and how to evaluate which approach is most suitable for your brand. You’ll also get an overview of the complete process, how to plan resources, budgets and timelines together with useful checklists for ensuring a successful outcome in your brand packaging design process.
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Branding and Leadership Masterclass – Leveraging Your Vision and Voice To Grow Your Brand
Who’s it For: Business Leaders, Entrepreneurs, Business Owners, CEOs, Managing Directors and General Managers
Arguably one of the most important drivers of any brand is its senior leaders, particularly the President, CEO or Managing Director. Organisation leaders are the visionaries and voices behind a brand. They influence its impact and most importantly they shape brand culture, development, growth, market perceptions, customer experiences and how staff are trained and represent, live, and champion the brand. Yet this critical factor of leadership with brands is one of the most overlooked and undervalued, as evidenced by market research.
Outcome: This workshop is all about empowering leaders of organisations, large and small, to become stronger leaders of brands so they can truly lead, influence and shape how their brand is represented, developed and advocated both within their organisation and externally so its perceived to be the preferred choice and consequently drives increased profitability.
Build Your Authentic Brand Story Workshop
Who’s it For: Business Leaders, Entrepreneurs, SMEs / SMBs, Business Owners, Brand Managers, Consultants
The strongest brands, product or service, have the best stories — ones that are eminently attention-getting, relatable and most importantly, shareable. In our always-on hyper-connected world stories are key to enhancing brand differentiation and making brands more memorable and referable, and so essential for brand growth. They create the human touch that helps brands connect with customers which in turn evokes emotions and emotions drive transformation, change and sharing. In other words, you must develop your brand story to win the heart in order to move the mind because people buy with emotion first — product, service or idea — and justify with rational afterwards, regardless of gender or cultural background.
Outcome: This workshop is very hands on. Working with our six-step Brand Story Selling System™ we take you through the whole process of developing your brand story so you can give it shape, resonance, relevance and emotional intensity. At the end of the workshop, you have your brand story mapped out under all the key criteria and ready for development in your brand strategy, brand collateral and communications plans.
Naming Workshop For Your Product, Service or Idea
Who’s it For: Entrepreneurs, SMEs / SMBs, Business Owners, Brand Managers, Consultants
One of the areas we get most frequent requests for help with when running other workshops and masterclasses is naming, be it product, service or idea, which was actually the catalyst for us developing this particular workshop. We’re real believers in working with our clients through a structured naming process, which while a lot of fun, needs to be well grounded within brand direction so this workshop gets the best results once all your brand profiling work is completed.
It’s worth noting that if you haven’t got your brand fully mapped out to provide the requisite brand direction for your brand naming then we’d recommend you participate in the ‘How to Build a Brand’ workshop first for the best outcomes. The ‘How to Build a Brand’ workshop fully maps out your brand whether it’s new or partially developed so that the outputs from it will give you your brand creative brief. This means your naming workshop and process is done in the context relevant to your market, target audience and what your brand stands for, rather than in a subjective vacuum which doesn’t always generate the best outcomes.
Outcome: An overview of various naming conventions, the pros and cons of each type, how to apply a strategic and creative approach to your brand name origination and hands-on participation in the naming process. This enables you to develop a short-list of names ready for systematically running through our Nail-it-Naming™ process to boil them down to objective first and second preferences which are relevant to your brand, market and target audience.
Would you like to discuss potentially booking a facilitated leadership working session or capabilities transfer programme with Lorraine?
You can start a conversation about your team workshop, masterclass, mentoring, training or facilitated leadership working session or executive briefing by getting in touch here,
email [email protected] or
schedule a conversation when it suits you best here.
About Lorraine Carter
Lorraine Carter is a brand leadership and leadership alignment practitioner, advisor, speaker and fractional or portfolio executive whose work sits at the intersection of strategy, leadership alignment and commercial performance.
With more than two decades of hands-on experience in Brand Leadership, Lorraine’s Leadership Friction work has evolved directly from what she has repeatedly observed across organisations in multiple jurisdictions: markets often reflect leadership decisions before leadership teams fully recognise their effects.
Those insights have shaped a body of work that connects external brand performance with the internal leadership dynamics that influence clarity, judgement, momentum, execution, trust and commercial results. Performance in both brand and leadership contexts ripples through the whole organisation internally, along with stakeholders and external markets, so both are intrinsically tied together because Brand is Leadership Made Visible.
Lorraine works with leaders at strategic inflection points—such as strategy change, repositioning, growth complexity or leadership misalignment—where acceleration has outpaced clarity and relevance, judgement, trust and leadership authority are under pressure. The focus is often to identify where strategy is slowing from the inside, where judgement and ownership are weakening, and where organisational friction is beginning to affect performance. Her work bridges brand leadership, strategic clarity and leadership-system diagnosis, giving organisations a more precise way to understand why capable teams can still lose coherence and speed.
A multiple award winner, Lorraine combines real-world practice, framework development and leadership-level insight working with organisations/brands like Straumann Group, Chadwick Group, Aramark, Version1, University of Greenwich, Nestlé, Solas — Ireland’s state agency tasked with building a world-class further education and training sector to sustain Ireland’s future, IDA Ireland — Ireland’s state agency responsible for all foreign direct investment, Kerry Foods, Eurofound — the largest EU agency, a tripartite body responsible for providing direction for EU social and work related policies, Law Society of Ireland, Enterprise Ireland, Radisson Blu, Tesco, Castle Brands, Aldi, Wavin, Abberley Luxury Yachts, Massey Bros., Crafting Minds, Dunnes Stores, Saba Restaurant Group and MGI Learning UK.
Her work with major international brands, multinational organisations, EU institutions and government agencies has informed both the Persona Brand Leadership Framework and the Leadership Friction Framework, creating a distinctive perspective on how leadership decisions shape both market outcomes and internal organisational performance to drive successful growth.
Want to start a conversation with Lorraine?
email [email protected] or schedule a conversation here
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Your Persona Client Satisfaction Guarantee
- When you work with us, we’ll build a customised brand leadership strategy and/or leadership friction diagnostic/intervention with clear investment for you tailored to your specific requirements and preferences
- You’ll know each step of your leadership journey before we start because we’ll discuss it, document it, and agree on it with you before work commences
- You’ll have timelines, key milestones, and deliverables to evaluate and approve for each stage and part of the process
- Because we know the unexpected sometimes happens we can make adjustments along the way if you need it and if something extra is requested we’ll ensure you’re fully appraised about what that entails before committing
- As we achieve pre-agreed objectives you’ll be able to evaluate the work and strategy in progress, coupled with the outcomes to ensure return on investment
Want to start a conversation?
Email [email protected] or schedule a conversation here
“I recently organized a large Business Forum for business owners and stakeholders entitled ‘After the Storm – New Business Opportunities’ to highlight the challenges and changing face of doing business in 2013. I was delighted to engage Lorraine Carter to speak at the Forum as I have seen first hand her expertise in Branding and Design.
More importantly I know Lorraine as a Professional Speaker who delivers not only excellent content but is passionate about the positive financial impact of great branding and design.
Lorraine’s talk entitled ‘Brand Your Way Out of Recession’ was extremely well received. Her clarity, eloquence and use of storytelling evoked clear examples of how both big, medium and even small businesses have reached the top with successful use of effective branding and design.
I’d recommend Lorraine as a Speaker at your next event or conference. She is an expert in what she does but more importantly she is an expert who knows how to speak about it!”
“I have had the benefit of working alongside Lorraine Carter with mutual clients and will happily do so again.
Lorraine understands the power of brands for businesses in a way that makes practical sense to businesses. Her dedication to her craft is a great credit to her along with her attention to her clients and the details that matter.
Lorraine understands how to work with people who don’t work with brands on a daily basis and above all Lorraine has a bottom line value orientation. I look forward to continuing working with Lorraine and her team at Persona Branding & Design.”
“The Maguire & Paterson brand was established in 1882 and therefore the rebranding and new packaging had to be managed in a very sensitive and caring manner.
Persona Branding & Design worked very effectively with the M&P management team ensuring that the findings of consumer research were correctly interpreted and factored into the brand revitalization and new range designs. We found their ability to steer us of significant benefit.
Persona Branding & Design also ensured that we kept our focus on core objectives and diplomatically challenged us at various stages on our thought process, ensuring that any brand preferences did not stray from the core objectives.
We would have no hesitation in recommending Persona Branding & Design and we would be very pleased to speak with any potential client(s).”
“Lorraine Carter creates meaningful and immaculately designed brands based on a deep subject matter expertise. She, through Persona Branding & Design, provides a world class professional services for all sized enterprises.
Her understanding of target markets results in memorable and distinctive work that empathises with end customers. Lorraine brings a uniquely positive energy to every meeting that leaves her clients engaged and delighted.
“Lorraine Carter is a true marketing professional. She is highly creative and has delivered impactful, innovative brand solutions for my business for almost a decade.”
“Persona Branding & Design supports our company with an excellent level of creativity in all areas of branding, design and marketing. They listen, understand and interpret our needs perfectly with a formidable proficiency in execution. It is only fair to say that our company expectations of original briefs have always been exceeded.”
“I have worked with Persona Branding & Design for more than 8 years. They have become an invaluable extension of our team, working with us in a flexible, intelligent and pragmatic way.
Once commissioned, they became part of the business extending their expert opinion and brilliant creative solutions in total harmony with our requirements which has achieved great results. This is important since it is often the detail that can make or break a business relationship. Their work philosophy is the best contract a client can hope to receive.”
“Persona Design successfully applied their extensive branding experience from consumer goods directly to an important industrial B2B product range within our organisation. This was pivotal in the formulation of our brand communications strategy which also included design, packaging, point of sale material and brand promotional plan, all of which contributed to a very successful commercial outcome.”
“Lorraine is an excellent start to finish project manager with tremendous creativity and ability to work budgets and timelines effectively.”
“I can’t say enough about the excellent work that Persona Branding & Design has done for us. They didn’t just look at our design requirements but challenged us to really look at the fundamentals of our brand and our target market.
They fully engaged with our team and questioned our thinking, providing strong guidance when needed to keep us all on track. Not only is their work exceptional but it’s an absolute pleasure to work with them too.
The end product has evoked huge comment from customers and buyers alike as to its thought provoking branding, design and uniqueness, thus putting Country Crest into a whole different zone of marketing.”
“Lorraine Carter from Persona Design recently presented at our Dell Social Media Event on the importance of Brand for Corporate and Self. Lorraine provided great tips, many of them thought-provoking from her vast experience in developing brands, as an individual, for customers and the importance of building relationships.
I would highly recommend Lorraine as a trusted advisor on Brand Development and Management.”
“Persona Design has always exceeded the objectives of our briefs. Their level of interaction and creative rigour offering a range of fresh concepts is brilliant.
Apart from being great people to work with, Persona Branding & Design offers an unbeatable combination in their level of service, lateral thinking, attention to detail, strategic focus and commitment to all projects undertaken. They are a key asset within my company and I would be delighted to personally recommend their services.”
“Persona Design are very talented brand consultants and packaging design experts. They are knowledgeable, creative and highly dependable. My company has hired them for a number of projects and we have always been very pleased with the results.
In fact, several of their projects for us have won prestigious awards. I highly recommend Persona Branding & Design.”
“Persona Branding & Design has adroitly managed several of our most important brand design briefs over the past couple of years and in doing so brought a high degree of creativity plus in depth knowledge in dealing with packaging and print suppliers that was vital for the completion of the successful end product.
Their attention to detail and open book costing consistently ensures no surprises on design or origination quotations.”
“I was delighted to be a participant in Lorraine’s Master class on Branding, Packaging and Design. Lorraine has extensive experience is this area and her third party examples of clients she has worked with really drove the message home on the importance of one’s brand and how powerful it can be.
She is passionate in her message and delivers it with conviction. I strongly recommend her as a trainer, speaker in the area of branding, packaging and design as she is truly an expert.”
“Persona Design has worked with Wavin on the creation and development of the new branding and marketing collateral for the launch of a new range of premium products.
They worked closely with our commercial team during this period to deliver a fantastic launch, on time and within budget. I would highly recommend Persona Branding & Design to anyone who is looking for a company that adds value through innovative ideas.”
“Lorraine is a highly experienced and expert marketing professional. That’s just one way of putting it. She is an expert public speaker and her passion for subject matter shines though when she presents on a subject that is obviously close to her heart. Highly professional and credible, she is always looking for the best way to apply her talent for her clients best interest.
Her firm is highly successful in delivering strategic marketing projects for their prestigious client base. I have no hesitation in offering my highest recommendation for Lorraine and her team at Persona Branding & Design”
“Lorraine’s depth of knowledge in branding is immense. I have attended some of her courses and also see first hand the benefits Persona Branding & Design can bring to a business. I am always happy to recommend Lorraine.”
“I have known of Lorraine’s high quality work for a number of years and in late 2008 I finally had the opportunity to work with her in developing a brand and marketing strategy for an upcoming awards ceremony.
Lorraine patiently guided the team through the process and was excellent in identifying the nuances, do’s and don’ts of our target market. We started out thinking a brand was just a logo but now know better!
Before this however, Lorraine had sat down for coffee on an number of occasions with my colleague and I on a different venture and was very generous with her time and sharing her knowledge. I aim to call on Lorraine many times in the future and look forward to it.”
“I’d be happy to recommend Lorraine Carter and her company, Persona Branding & Design, to any client who wants an enthusiastic and passionate business partner to produce compelling brands built on a sound strategy.”
“Lorraine is both highly creative and strategic. Her professional and flexible approach combined with her attention to detail resulted in exceptional work which perfectly met the clients needs. A pleasure to work with. I’d happily recommend her for any brand project!”
Top 10 Ways the “How to Build a Brand” Programmes Help You Grow Your Business and Increase Your Success
- Raise your visibility so your brand becomes the front-of-mind preferred choice
- Define and create what makes your brand different, distinctive and memorable so you can add perceived value and command a premium
- Reduce customer acquisition costs so you increase your profits and performance
- Attract high performing employees while also reducing recruitment costs and employee attrition rates
- Increase customer brand loyalty and referring so they increase their spend with you and influence others to buy from you too
- Position your brand, product or service, as the best leading solution in your sector so you are seen to be the No.1 choice
- Develop an intellectual property asset so you have more choices in terms of selling or investment
- Create a strong brand so you can leverage other new products, services and line extensions
- Increase engagement and market impact so you extend your reach and grow your business/organisation
- Stops commoditisation so your brand commands a premium and sustainable competitive advantage
Want a DIY solution on how to build your brand?
Take a look at the Personality Profile Performer™ Programme here because it’s a step-by-step brand building process enabling you to build your brand yourself.
There is an Ideal Solution For You Depending on Your Preferences
Whether you’re in the early years of rapid growth spurts or well established but sales have plateaued or hungry to seriously accelerate your business to the next level, here are some of the different ways you can work with us to build your brand, depending on your preferences:
- Build your brand for you – find out more here
- Enable you to build your brand – read about the Persona Brand Leadership Programme™ here.
- Want a DIY solution? check out our how to build a brand ecourse here
There are other options, so if you’d like to have an exploratory conversation you can schedule at date and time that suits you best by getting in touch here,
email [email protected] or
schedule a conversation when it suits you best here.
About
Persona Design | Strategic Repositioning | Leadership Alignment | Brand Consultants
Contact: Lorraine Carter
T: +353 1 832 2724
Carra House
Howth, Co. Dublin, Ireland
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