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BRANDING FOR SMEs: A PRACTICAL APPROACH (B004)

Workshops > Business > Complete List > Branding for SMEs

WHY SHOULD YOU ATTEND?

Why should you brand and what does it mean to your business? What constitutes branding? Does size matter - is my business big enough to brand? What are the key branding challenges and issues faced by SMEs? What's the difference between advertising, marketing, positioning and branding? How are they linked to the business plan? How do you maintain overall coherence and consistency? How do we brand our business on the web? These and many other questions will be addressed in this one-day workshop designed to provide a practical direction and understanding of the steps involved in branding small and medium-sized businesses.

WHAT WILL YOU LEARN?

Key principles of branding SMEs
Aligning your company with the brand
Linking the brand with marketing, advertising and sales
Developing the brand - the 10 step process
Linking the brand to your business plan
SME branding examples
Branding on the Web
Branding benefits and challenges
The branding- positioning linkage

WHAT WILL YOU TAKE AWAY?

Workbook with checklists, how-to procedures/reminders, checklists
Hand-outs

PROGRAM
8:30 - 9:00 AM	Registration, Coffee and Introductions
9:00 – 10:15 AM	Branding Basics What is a brand and branding? The main issues for branding SMEs Trends in Branding Branding Quiz
10:15 - 10:30 AM	Break
10:30 - 12:15 PM	The Branding Process Before the process begins - Identifying and dealing with branding challenges. The 360 degree business alignment. The branding - positioning linkage. Essential steps in branding (Startups vs Rebranding) Corporate Values, Character and Personality. Exercise: Discover Your Brand
12:15 - 1:00 PM	Lunch
1:00 - 2:45 PM	The Branding Process Cont’d Developing a branding action plan and sticking to it. The role of the "brand manager". Moving from a logo and market position to a brand. Setting and measuring results. Current SME branding examples. Exercise: Positioning Statement or Brand Promise?
2:45 – 3:00 PM	Break
3:00 - 4:15 PM	Brand Implementation Marketing, advertising, sales and Brand. Translating the brand into active web presence. Achieving and living the brand. The benefits of branding. Exercise: How to Measure Brand Success
4:15 - 4:30 PM	Wrap-up and Workshop Evaluation

Instructor

Josef Jurkovic

Josef Jurkovic is a CEC director and President of Paradigm Communications with extensive experience as a strategic communications, marketing and international public affairs specialist.

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Dave Sherwin

David Sherwin is an expert in the visual interpretation and expression of Brand. He is a co-founding partner of Sherwin Kaldeway, Ottawa which specializes in Brand development, management, audits and strategy for both the private and public sector.

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