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European Union


Enhancing your Brand

Venue: Icon Innovation Centre

Address: Icon Innovation Centre
Eastern Way
NN11 0QB

Date & Time: 11/09/2018 9:30am-13:30pm

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We start the morning by discussing what is a brand is and find out that it is about much more than logos, typefaces, and colourways.

It is actually about perception of your business – and so very important to develop or enhance your brand. If you get your brand right, then other parts of the jigsaw fall into place.

Key is to understand why you’re in business, set out how you do business and then – but only then – think about what you do. The point of any enterprise is to create value. What do you create?

We then look at brand strategy – in other words, how to build the brand that you need. A firm is usually compared to others, so we take a look at brand positioning.

Most people concentrate on brand preference, rather than brand relevance; we discover that, in fact, this is the wrong approach.

We end by looking at brand portfolios – which SMEs have as often as multinationals – and the importance of brand equity when it comes to raising finance or selling your business.

Who Should Attend

Owners and directors who want to move beyond the view of ‘brand as visual identity’ and ensure they make a right impression.

What Will You Learn

What a brand is and why it matters

How to develop your brand

Why the smartest brands don’t compete

What to do with more than one brand

Please note that eligibility criteria applies to attend this workshop and only one delegate per business can attend

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European Union
Regional Growth Fund
Department for Business, Energy & Industrial Strategy