20th September 2019
On a bright and early morning, people from local businesses across Birmingham joined us at The Bond in Digbeth for latest SL/CED seminar ‘How to build a brand and protect it’ on Thursday 12th September. Our SL/CED events are a series of marketing seminars designed to give marketing advice in small, easy-to-digest chunks. They also offer a great opportunity to meet and network with likeminded professionals. We’ve previously ran events on crisis communications, marketing messages, lead generation, social media and websites, but this time we wanted to focus on branding. In this seminar, we wanted to explore how entrepreneurs, startups and scaleup businesses can take their business, product or idea to the next level and build a brand. We were joined by Nick Palmer and Anne Long from patent and trade mark attorney firm, Forresters to discuss how to protect IP, from the brand assets including company name, logo design, to the tech you’ve or design you’ve created for your products or services. Digital Glue’s Creative Director, Ben King explored what defines a brand, why it’s important to build a brand, and what makes a good brand. Patent Attorney, Nick Palmer, provided insight on what defines a brand from a legal perspective and what you need to do before you create a brand, how to avoid disputes from competitors in the future, and the different ways you can protect that brand. If you couldn’t make the seminar, here are a few of our key takeaways: 1. A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a way for people to identify with your organisation – it’s that gut feeling people have about a product, service or organisation. A brand offers a variety of opportunities to influence a person’s feeling about the organisation itself. It has multiple touch points for customers to interact with and a brand will be established from how customers respond to those touch points. 2. “People don’t buy what you do, they buy why you do it” Simon Sinek – The Golden Circle A brand purpose is a way of telling your customers what tension you can resolve in their working or personal life. It’s the reason you do what you do, and why you do it. Having a clearly defined brand purpose is what will connect you to the people most important to you – your ideal customers. 3. Building a brand helps you generate more leads and make a bigger profit When done right, building a brand can help forge stronger relationships with customers and lead to repeat purchases. Building a brand helps you generate more leads for your business, it helps to get your name out there to your ideal customers. It can help you create a community of brand enthusiasts – think brand ambassadors and influencers. Having a third-party voice promoting your company is a very powerful tool for your business. Building a brand can also help justify a price premium.