What Is a Brand, Really? Branding Basics for Every Business
Brand Fundamentals: leave with a brand foundations sheet: purpose, mission, vision, values, promise and essence.
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Suggested mentor
Ajay Singh
Founder, Brand with Ajay · brandwithajay.com
About mentor & skills Visit siteBrandWithAjay
About the suggested mentor
Ajay Singh
Founder, Brand with Ajay · brandwithajay.com
Ajay Singh connects brand positioning, marketing and reputation with the business question behind them. BrandWithAjay helps learners make their value easier to understand and build clear messages, useful content and a consistent brand presence.
Skills & expertise
- Brand Positioning
- Personal Branding
- LinkedIn Content
- Marketing Strategy
- Visual Identity
- Reputation Building
A suggested match for this topic. The trainer and session details will be confirmed when the webinar is scheduled.
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What this session would cover
Proposed outline — the mentor finalises the agenda once this topic is scheduled.
- 1Why brand fundamentals matters — the common problem: The business has a logo but no shared idea of what the brand stands for.
- 2Core concepts in plain language: Brand, branding, brand identity, brand image, brand perception, brand purpose
- 3Going further: mission, vision, values, brand promise, brand essence, brand meaning
- 4Framework walkthrough: Kapferer's Brand Identity Prism, Positioning Statements, Points of Parity and Difference, Value Proposition Canvas
- 5Practical workflow, built live: A brand foundations sheet: purpose, mission, vision, values, promise and essence.
- 6How to measure it: Aided and unaided awareness, Brand associations, Relevance, Consideration, Preference
- 7An illustrative case (a fictional example, not a client result), then live Q&A on your own situation
Who it's for
- • Founders and business owners
- • Brand, marketing and design teams
- • Freelancers and agencies building brands for clients
You'd leave with
- A brand foundations sheet: purpose, mission, vision, values, promise and essence.
- A working understanding of Kapferer's Brand Identity Prism and Positioning Statements
- A short list of measures to track: Aided and unaided awareness, Brand associations, Relevance
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