Event description
At Principals we put brands to work to be a trusted force for positive change. Our seriously imaginative approach combines strategic rigour and contemporary design, with a team of inventive problem solvers focused on making your brand the stand-out choice for customers, talent and partners. Drawing on culture, context and empathy, everything we do is thoughtfully tailored. Not only building a better brand, but also a better business.
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.
