The brand and why start early

Motto: Want a brand? Then forget the logo!

"We need help with brand development. We already have a logo!" This is how the conversation starts with the vast majority of companies who, for whatever reason, have come to believe that a brand is what they need. If we can't convince them that it doesn't really make sense to think of the brand in this way, then that's usually the end of their brand development. We need to move to a very different way of thinking about brand development. Why do you need a brand at all? What problem does it 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 also not a project. If we are to work with it in a meaningful way, it has to be 'just' another part of the company's day-to-day operations and 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.
  • Work with the brand identity in its evaluation.
  • Use the value proposition framework to create a brand.
  • Work with the brand positioning.
  • Define the brand development framework and the rationale for brand development.

During the seven-hour workshop you will learn a practical and understandable brand concept.   You will experience working with basic brand assessment and development tools. 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 see 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 requirement is that you want to learn about brand development.

What's good to know:

The workshop does not run like a long lecture with dozens of slides, but is based on collaborative work, discussion and presentations. The workshop is divided into several sessions, including a coffee break and a light lunch break.

Organizational information

  • The workshops are open to all students and staff of the Brno University of Technology.
  • The capacity of each workshop is 30 people.
  • The workshops will take place in the Inprofo LAB (FP BUT).
  • Registration for each workshop is required via the registration form.
  • The workshops are led by Robert Zich and Vitek Chlebovsky.
Published
Link https://www.vut.cz/en/contribute/f143282/d255611
VUT Toolbox

Responsibility: Ing. Michaela Indruchová