Don’t Just Build a Business, Build a Brand

Charlie Rose, Strategy Director at Principals Melbourne office, will talk about what a brand is, and what makes a brand powerful, building a powerful brand for the long term, brand traits, and brand ideas, Principals’ brand framework, and the do’s and don’ts of building a brand.

Rather than building a business and then doubling your effort to build a brand, do both from the offset and use your brand to drive your business strategy. We’ll work through the questions you need to ask and elements you need to define to build a meaningful brand that is differentiated, authentic, distinctive and memorable, including Purpose, Values, Tone of Voice and Organising Brand Idea; how to leverage the Brand Idea to make your brand experience unique, not category generic.

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You may be photographed or videod while attending this event: please approach the organiser if you have questions, concerns, or do not wish this to happen.

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This event is part of Spark Festival and upholds the Spark Code of Conduct.