Make sure to provide food, because it will be long. But by the end, your team members should walk out feeling like they know each other a little better by joking around and answering silly questions like "If [company] was a mode of transportation, what would it be?" They should feel like they contributed something to the essential nature of your company and be able to direct the rest of the work that they do to being on-brand. However, make sure to moderate fairly -- after all, while there are no wrong answers when it comes to branding workshops, some ideas just don't really lead anywhere helpful.