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How to Build a Strong Brand

You must be an ELIGIBLE CHESHIRE SME to attend this Workshop. Check 'Who can attend?' for more details.

How to Build a Strong Brand Two-session virtual workshop on Tuesday 13th and 20th October 9:30-11:00. Attendance at both sessions is required, plus an optional 1:1 follow-up session.

Your brand is the compelling reason why a customer buys your products or services. Understanding how to build a strong brand and how to add value to that brand will help your business remain sustainable and grow. Why are brands important? A brand is arguably the most value asset a business has. Some brands are valued at incredible sums of money. Brands enable businesses to charge premium prices and increase market share. Thoughtful brand strategy will give your business unique value and enable you to differentiate yourself more effectively from your competition. The four most valuable brands in the world are worth some 6 billion dollars. Not many businesses will get close to those dizzy heights. We can however use the same brand principles to strengthen and increase the value of our own brands.

The workshop will cover: Introduction to the theory, importance and practise of branding Telling your business story and building relationships Identifying your business values Defining business purpose and personality Design and application Protecting a brand Development of a brand over time

This is an interactive workshop aimed at businesses trading for more than 2 years. You will be given the tools, processes, time and guidance to focus on your own business. The Delivery Partner is happy to offer up to an hour’s follow-up session with any delegate who would like further guidance.

Introduction to Workshop Delivery Partner Cynara Livera of Clearly, Simply, Truly Marketing Management is a marketing strategist and planner. Cynara began her career as a post graduate chemist and strongly believes that marketing is more a science than a black art. New product development highlighted the importance of market driven, not technology led, product and service development. From there her role became more customer focused as she moved into marketing research and ultimately full-service marketing management. Chartered Institute of Marketing trained, Cynara has been a marketing professional for over 20 years and has been an independent consultant for 10 years working with business leaders on strategic marketing planning. Cynara works across the science corridor of Cheshire from Sci-Tech Daresbury to The Heath Business Park, Thornton Science Park to Alderley Park. Clients tend to be from the science, technology, engineering, manufacturing and life science industries. Cynara practises evidence-based marketing and takes a systematic, pragmatic approach to customer engagement.

Who can attend? You need to be registered, or be eligible to register, on the ERDF-funded Cheshire and Warrington Business Growth Programme. To be eligible you must be: Small – your business must be a registered SME. An SME has under 250 staff, turnover of £45 million and any ownership by a wider commercial group is below 25%. Local – your business address (registered or trading) is within the Cheshire East, the Cheshire West and Chester, or the Warrington council areas. Able to commit to receiving 12 hours of support through our workshops and 1:1s before September 2021, and must not have achieved over 18 hours of support already. For this specific workshop your business must have been trading for at least 2 years. Cynara’s background is in science and engineering so it would particularly benefit (but is not limited to) businesses within those sectors.

Please contact us to discuss the support if you're unsure at bgp_team@chester.ac.uk or 01244 512 655.

How to join the workshop Once you have registered your interest through Eventbrite, a member of the team will be in contact to confirm your eligibility and place on the workshop. You will then be provided with a link to join the sessions via Zoom. If you have not used Zoom before, try downloading and testing it out beforehand. Here is a link to some tutorials if you struggle or you can email us bgp_team@chester.ac.uk.

Photography Photographs and/or recording will take place throughout the events advertised above. The images will be used for publicity or other purposes to help achieve the UoC ERDF Funded C&W Business Growth Programme aims. This might include (but is not limited to), use in their printed and online publicity, social media, press releases and funding applications. If you do not wish to be photographed or filmed, please speak to a member of the Business Growth Programme Team when you join the event.

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