TOG Talk X What's Your Point? How to Build Your Strongest Brand Strategy

TOG Talk X What's Your Point? How to Build Your Strongest Brand Strategy

Aimed at small to medium sized enterprises, this TOG Talk will introduce what a brand strategy is (and what it isn't), how it delivers financial value to an organisation, the key elements that make up a brand strategy, the role it plays in shaping the brand, and how it can fit into the broader business planning process.

Based on the Brand Arrow®, a planning tool covered in Bruce M Mckinnon's award-winning book 'What's Your Point?', it will cover the five of the core building blocks of any brand strategy:

• Vision - defining where the brand wants to head to and the barriers and drivers to reaching
• Positioning - describing what is at the heart of the brand, what makes it unique in the market
• Proposition - capturing that positioning in a way that engages firstly your team and secondly your customers
• Values - defining the character of the brand to act as a benchmark for both the team and the brand's customers
• Key messaging - the 5 most powerful messages that ensure the brand is using consistent and correct copy across all its communications channels

At the end of the session, delegates will all have a good idea of how brand strategy can add both strategic and practical value to any organisation.

Agenda:

18:15 - Registration and Welcome Drink

18:30 - Talk Starts

19:15 - Q&A and Networking Drinks

Talk Host: Bruce M Mckinnon

Bruce has worked in brand marketing for 30 years and passionately believes the right brand strategy is the most effective tool a client has to deliver its point.

In 2009, he founded the specialist brand strategy practice The Brand Arrow® and has since delivered over 100 assignments in Europe and North America in a variety of sectors including artificial intelligence, legal tech, software, financial services, food and drink, real estate, and software.

In 2019 Bruce published the brand strategy book, What’s Your Point? containing the proprietary Brand Arrow® framework, winning silver at the US Business Book Awards (Axiom).

Bruce regularly speaks on the subject of brand at conferences around the world, business schools, facilitates workshops, and has been invited to speak at the CIM Marketing Club and its annual Tutor Conference.

He holds an MBA from Cranfield School of Management and the CIM Post Graduate Diploma in Marketing.

Handles:

LinkedIn: Bruce McKinnon

Website: https://www.thebrandarrow.com

Buy the book: What's Your Point: The Brand Arrow - Define Your Point. Grow Your Brand

TOG Talks

TOG Talks will take place on the 2nd and 4th Thursday of every month and will see us host experts discussing a wide range of inspirational topics, which you can join either in person or online. Each TOG Talk will end with networking drinks to mingle with members across the platform, so you can get to know your neighbours.

Location

The Office Group, Thomas House

84 Eccleston Square, Pimlico, London SW1V 1PX

Virtual Event:

You can watch the event virtually here: https://theofficegroup.zoom.us/j/96204522833

Please note the talk starts at 18:30.