Brand Building - Brand Meet Consumer.
Brand Building, presented to young entrepreneurs and business founders.
Brand meet consumer, consumer meet brand.
As advisory board member and supporter of Accelerate ME, the leading student-run start-up accelerator in the UK, I deliver sessions on Brand Building to cohorts of young entrepreneurs and founders on the program.
Focussing almost entirely upon their proposition, product and business plan, the fundamental need for building a strong, engaging and meaningful brand is all too often undervalued, or sometimes missed altogether. There is also the common misunderstanding that having a name and a logo, means having a brand.
Illustrating the sessions, the presentation deck breaks the brand building process down into its key component parts and stages, defining a brand’s essential building blocks. It begins with ‘brand’ and ‘consumer’ introducing themselves to each other.
To make this introduction, I present four key questions, each answered with a series of six examples. What are you going to do for me? Why are you doing what you do? Who are you doing it for (because it can’t possibly be for everyone)? How are you doing what you do?
What, why, who for, how?
This is followed by emphasising the power of unique brand narrative, and how by using a three-stage process – situation, complication, resolution – founders will be able to tell their own brand stories most effectively, making meaningful, emotional connections with their target audience.
Unique brand narrative.
Brand DNA.
Finally, by bringing together their brand ‘what, why, who and how’, crafting their unique brand story, and defining their brand values (the principles they live by) I show founders how they have the essential blocks of their brand – aka their Brand DNA.
