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Why Every Start-Up Needs a Brand
Mon 14 November 2016, 12:00 – 13:00 GMT
Start-ups usually focus on their product and technology, forgetting about their customers and their brand. This 60-minute master class shows how entrepreneurs can build their brands quickly, and create more value for customers and investors.
More students than ever are thinking of launching their own business, and technology makes this easier and cheaper than ever before: today is the golden age of the start-up.
Quite rightly, entrepreneurs devote most of their energy to their product or service. Getting it right is essential to success. But even the greatest ideas won’t take off on their own - they need the help of a brand.
A brand is not just a name or a logo: it’s the idea you want to stand for in people’s minds. This idea is the thing that will get you noticed, remembered, used and recommended. And it won’t just help you find customers: it’ll help you attract funding and talent too.
The airbnb brand, for example, is all about the idea that you can ‘belong anywhere’. The Norwich start-up Liftshare says ‘let’s travel together’. FutureLearn offers ‘learning for life’.
In this fast-moving and highly practical hour, you’ll discover why brands matter to start-ups, and why they’re often neglected. We’ll then show you very quickly what a brand is, and how it helps create value.
But the heart of this hour is a highly interactive session where we’ll take you through the three essentials to brand-building:
• Imagining your big idea – what do you want to stand for?
• Turning it into reality – what’s the most important way to build your brand?
• Creating a brilliant brand name and identity – how do you make the creative leap?
We’ll provide three simple and practical frameworks to use. You’ll bring your first thoughts on your new business. And by the end, you’ll have started to shape your ideas into a brand – a brand that will help your start-to to succeed.
Who is Robert Jones:
Robert Jones is a strategist at the brand consultancy Wolff Olins, and a visiting professor at UEA. He has drawn on his experience working with big brands like Tesco and Virgin, and with start-ups like FutureLearn to create this workshop.