Brand strategy: Making your company and product stand out from the crowd

Branding is crucial for any business and extends beyond superficial elements like logos or images. It deeply connects with the company’s mission and purpose. Effective branding can significantly influence consumer products and attract investors, setting a company apart and enhancing its market presence.

In this webinar with branding guru Deborah Green from Studio Bright Green, we explain what branding strategy is, and how, no matter how early stage your company is, you can and should build your brand strategy and brand without a moment’s delay.

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What we discussed in the video

Anthony opened the webinar by emphasizing the critical role of branding in aligning with a company’s mission and purpose, beyond mere aesthetics like emojis or lifestyle images. He noted the particular importance of branding for consumer-focused products and how it influences investor perceptions and market differentiation. Anthony introduced Deborah Green, a branding expert, to provide insights into effective branding practices.

Deborah began by acknowledging the complexity of branding and the common misconceptions about it being reserved for big businesses. She discussed her background in corporate branding, including her work on a global rebranding project and a successful Covid vaccine awareness campaign, highlighting the universal principles of branding applicable across various sectors.

Deborah explained the “hero’s journey” storytelling framework used to enhance narratives for businesses, making them more appealing to investors and customers. She stressed the foundational aspects of branding that go beyond visible elements like logos, focusing instead on the brand strategy’s deep-seated role in building trust and loyalty.

She also mentioned the importance of understanding what a brand represents, how it connects with its audience, and how it stands out from competitors. Deborah encouraged the audience to think strategically about their brand’s role and to consider brand strategy as an integral part of business planning.

Key Takeaways:

• Branding is Fundamental: It should align deeply with the company’s mission and not just the superficial elements.
• Strategic Branding: Effective branding involves understanding and implementing a deep-seated strategy that influences customer perception and loyalty.
• Inclusivity in Branding: Branding is not only for large corporations but is crucial for businesses of all sizes.
• Engagement and Differentiation: A well-thought-out brand attracts investors and distinguishes a company from its competitors.

Deborah’s presentation underscored that branding is an essential, strategic tool that defines a company’s identity and how it is perceived in the market.