Join Principals strategy director, Moensie Rossier as she shares her thoughts on how to build a brand, not just a business.
Start-ups often build businesses quickly through growth hacking, using only superficial branding (basic visual identity and logo).
This can work in the short term, particularly if you have first-mover advantage, or if you’re riding the wave of a major cultural trend.
But, the more competitive the space becomes, the greater the need for competitive differentiation.
Which means building a meaningful brand.
Unfortunately, at this point, you’ve lost first-mover advantage, and, you may be playing catch up to strong competitor brands stealing your customers.
Rather than building a business and then doubling your effort to build a brand, do both from the offset and use your brand to drive your business strategy.
We’ll work through the questions you need to ask and elements you need to define to build a meaningful brand that is differentiated, authentic, distinctive and memorable.
Advice includes: Purpose, Values, Tone of Voice and Organising Brand Idea. Discussions will also include how to leverage the Brand Idea to make your brand experience unique, not category generic.
Date: October 24, 2019, 3-4pm
Location: Sydney Startup Hub Level 11, 11-31 York St, Sydney