Brand Essentials for Startups and Early Stage Businesses Workshop

February 20, 2008

The shortest path between your business idea and being in business is a well-defined brand. Your brand will develop as your business develops—whether you choose to create and nurture it or not. Making brand a central strategy of and within your foundational business plan:

• Allows you to focus on sustainable differentiation from the start of your business
• Keeps you focused on developing what your ideal customer base wants
• Makes strategic decisions easier and consistent with your goals
• Gives you a compelling story and strategies to win support from funders and other potential supporters
• Gives customers compelling reasons to give you a try—and stick around
• Provides a basis for continuous improvement and staying ahead of the competition

At the end of this workshop participants will have the tools to develop a business plan around your brand and to communicate about it effectively to potential supporters and customers.