The brand and why start with it...

Motto: When does branding start?

"We need a little help with brand development. We already have a logo and a name, but it's not working..." This is how the conversation begins with the vast majority of companies and entrepreneurs who, for whatever reason, have come to believe that a brand is what they need. It's the same with people who have an idea in its infancy, but have already spent a lot of time creating a logo. So what's the problem? Why isn't it so easy to change the logo whenever you want? And what if the logo is fine, but the brand isn't?

We need to move to a slightly different way of thinking about brand development. Why do you need a brand at all? What problem is it supposed to solve? What do you want the brand to do? What is the market you are in in terms of brand development? On what do you want to build the brand? Who are you building the brand for? What does your business do and why? The right approach to brand development starts with asking the right questions and finding the right possible answers.

Brand development is not a project either. If we want to work with it in a meaningful way, it has to be 'just' another part of the company's daily operations and part of its strategy. Whether it is a strategy that is formally written down or hidden in the mind of the bearer. This is why it is advisable to think about the brand from the very beginning of the development of an idea or a business. Not because we need a logo now, but because brand development approaches help to evaluate the viability of an idea from a slightly different perspective than, say, a business plan.

You will learn to

• Clearly define the motive for brand development and the potential real value of the brand.
• Define the role of the brand in the business model or in the development of the idea.
• Use the value proposition framework for brand development.
• Work with the brand positioning.
• Define the brand promise as the starting point for brand development activities.
• Define brand elements and why the logo is one of them.
• Evaluate brand performance.

During the seven-hour workshop, you will be introduced to a practical and understandable brand concept.   You will experience working with the basic tools of brand evaluation and development. We will work with examples of existing brands, successful and unsuccessful brand development projects. You will be able to form the basis of your own brand development framework.

You can come with your own brand development idea and team. You can come with your own project and find out what brand development approaches can bring to you and how they can be useful. You can come without a team and just want to learn about brand. In fact, the only essential requirement for attending is that you want to know something about brand development.

Registration Form

Good to know:

The workshop is not run as a long lecture with dozens of slides, but is based on collaborative work, discussion and presentations. The workshop will be divided into several sessions.

Organisational info:

The workshops are intended for all students and employees of the Brno University of Technology.
The capacity of each workshop is 30 persons.
The workshops will take place on 29 November 2024, from 9:00 - 16:00 in Inprofo LAB (FP BUT).
Registration for the workshop is required using the registration form.
The workshops will be led by Robert Zich and Jana Andrýsková.

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Published	2024-11-29 10:02
Link	https://www.vut.cz/en/contribute/f143282/d270345