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Wednesday 29th April

Branding – Making the World a Better Place

Event Venue and Description – Webinar

What will be covered?

The morning starts by looking at what is understood by branding, carefully distinguishing it from visual identity. The session will 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 you will explore what these mean and then consider how to map these for your own business.

Some have more than one brand, of course, so you 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’. The session then engages in a deep dive, using a model that is proven to help growing firms revisit their brand.

At this point, the session will 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 you can work together on a series of online exercises throughout the session.

What will you 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).

For further information and details of how to register, please follow the link provided.