Workshop for Brand Distinction?

Hey guys, so the other day me and my colleagues ran a little workshop were we had key brand directors under our corporate umbrella meet up along with some key members from each of their teams, we split them up in 4 groups and 3 to 4 people per group...

Group 1 & 2 with Brand X

Group 3 & 4 with Brand Y

And the goal of the workshop is to differentiate Brand X and Brand Y. We needed to have them answer these questions:

What are the brands Role and Purpose, Beliefs and Values, Consumer Needs and Tensions, Persona and Tonality, and Benefits and Reasons to believe

How would you guys tackle this? By the end of the workshop we should have a clearer distinction between the 2 brands, and they have their own tone and voice, and are clear about where they belong in the marketplace.

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