Brand Strategy and Design firm

HOPE & MAIN

Minimal Viable Brand:
The Branding A Startup Needs

EVERY WEDNESDAY 6PM - 7:30PM
JANUARY 31 - FEBRUARY 21, 2018

691 Main St, Warren, RI 02885

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SESSION I: JANUARY 31

Branding 101

Introduction to branding as a promise that you intend to keep – We'll be introducing the framework of branding and our process of Minimum Viable Branding.

CLASS ACTIVITIES

1. Branding Overview

2. First year aftermath

3. Three year laters

HOMEWORK

1. Your Story

2. Brand Obituary

3. Customer Profile(s)

*The Presentation file above is updated with the latest Brand Obituary exercise.

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SESSION II: FEBRUARY 7

Defining your Promise

In this session, we'll be introducing a few of our tools to help you distill your promise from your story, passion, and purpose.

CLASS ACTIVITIES

1. Share Stories

2. Rapid Fire

3. Vision-Vehicle-Impact

HOMEWORK

1. Refine Vision-Vehicle-Impact statements

2. Defining Category & Competitive Edge

 

SESSION III: FEBRUARY 14

Positioning Your Promise

General Mills do not sell you Cheerios at the cereal aisle. General Mills sell you Cheerios long before you get there, so that you will look for the yellow boxes when you get there.

In the same way, a promise can't be fulfilled if no one knows about it. In this session, we'll be looking at how to position your promise and how to use heuristics to help consumers create a shortcut in their minds to remember you.

CLASS ACTIVITIES

1. Brand Positioning Overview

2. Onliness Statement

3. Brand Brief

HOMEWORK

1. Refine your promise

2. Preparation for presentation

Products are made in the factory, but brands are created in the mind.

WALTER LANDOR

 
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SESSION IV: FEBRUARY 21

Presenting Your Promise

The last session will be a closed-door elevator style pitch, where you frame you business or idea through your story, promise, and positioning. You'll be presenting to your peers and a panel of food entrepreneurs who will give you feedback.

While developing your promise lays the foundation of your brand, we'll let our panelist tell their stories of how they built their brands and the journey they are on. 

CLASS ACTIVITIES

1. Promise Presentation

2. 'What's Next' Fire side chat