What Is a Brand, Really? Branding Basics for Every Business
Brand Fundamentals: leave with a brand foundations sheet: purpose, mission, vision, values, promise and essence.
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What this session would cover
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- 1Why brand fundamentals matters — the common problem: The business has a logo but no shared idea of what the brand stands for.
- 2Core concepts in plain language: Brand, branding, brand identity, brand image, brand perception, brand purpose
- 3Going further: mission, vision, values, brand promise, brand essence, brand meaning
- 4Framework walkthrough: Kapferer's Brand Identity Prism, Positioning Statements, Points of Parity and Difference, Value Proposition Canvas
- 5Practical workflow, built live: A brand foundations sheet: purpose, mission, vision, values, promise and essence.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A brand foundations sheet: purpose, mission, vision, values, promise and essence.
- A working understanding of Kapferer's Brand Identity Prism and Positioning Statements
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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