Branding: making the world a better place

Host: ScaleUp 360

Location: Online

Date: Friday, 20th November 2020 at 14:00 - 17:00

Cost: 0


What will we cover?

The morning starts by looking at what we understand by branding, carefully distinguishing it from visual identity. We then turn to the Wild West (!) to understand why branding matters, how it works, and the different components.

Key concepts are touchpoints and the customer journey, so we explore what these mean and then consider how to map these for your own business.

Some of us have more than one brand, of course, so we need to think about how these relate to each other and the pros and cons of linking them.

Much of the morning is then spent discussing how to build, or improve, your own brand. A good place to start is with the work of Simon Sinek and identifying your ‘what’, ‘how’, and ‘why’. We then engage in a deep dive, using a model that is proven to help growing firms revisit their brand.

At this point, we contrast brand preference and brand relevance – arguing that the latter offers a more sustainable route for most SMEs.

Covid-19 presents challenges, but also opportunities, for businesses to consider the impact of their present activity on their brand. Participants are encouraged to think about how they can apply their learning to the present situation, delivering value both to their organisation and their clients.

Please note that delegates are paired on arrival, so they can work together on a series of online exercises throughout the session.

What will I learn?

 - what branding is and why it is far more fundamental than visual identity
 - the reasons why branding is so important to your business
 - how branding works and the best way to map touchpoints
 - the best way to manage a portfolio of brands in your business
 - the importance of discovering your why, how, and what
 - a proven method to build, or enhance, your brand
 - how to distinguish brand preference and brand relevance (and which is better).

Who should attend?

Any entrepreneur, director, or manager who needs to build, or enhance, their brand.

The morning starts by looking at what we understand by branding, carefully distinguishing it from visual identity. We then turn to the Wild West (!) to understand why branding matters, how it works, and the different components.

Key concepts are touchpoints and the customer journey, so we explore what these mean and then consider how to map these for your own business.

Some of us have more than one brand, of course, so we need to think about how these relate to each other and the pros and cons of linking them.

Much of the morning is then spent discussing how to build, or improve, your own brand. A good place to start is with the work of Simon Sinek and identifying your ‘what’, ‘how’, and ‘why’. We then engage in a deep dive, using a model that is proven to help growing firms revisit their brand.

At this point, we contrast brand preference and brand relevance – arguing that the latter offers a more sustainable route for most SMEs.

Covid-19 presents challenges, but also opportunities, for businesses to consider the impact of their present activity on their brand. Participants are encouraged to think about how they can apply their learning to the present situation, delivering value both to their organisation and their clients.

Please note that delegates are paired on arrival, so they can work together on a series of online exercises throughout the session.

What will I learn?

 - what branding is and why it is far more fundamental than visual identity
 - the reasons why branding is so important to your business
 - how branding works and the best way to map touchpoints
 - the best way to manage a portfolio of brands in your business
 - the importance of discovering your why, how, and what
 - a proven method to build, or enhance, your brand
 - how to distinguish brand preference and brand relevance (and which is better).

Who should attend?

Any entrepreneur, director, or manager who needs to build, or enhance, their brand.

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