We all know that unless you can quickly convince your customer what you offer is unique and of real value, your business will struggle to get off the ground. But with clear and distinct positioning, your expertise will be obvious, your offer will be irresistible, and your business will thrive.
In this one-day training course, brand-building experts Andy Pemberton and Andy Cowles will give you the tools to analyse your clients, customers, competitors, services and sectors and then help focus your offer with laser-like precision.
Before the course begins, attendees will be sent simple questions to answer to show where their business is right now. On the day, attendees will workshop their brand identity and value proposition in group exercises and break-out rooms. The process is fast, fun and proven to position your business to its best advantage.
Ex-Rolling Stone creative director Andy Cowles will then give you a visual identity toolkit for creating the four elements that express your brand position – logo, colour, type, and image. This framework will ensure your firm’s distinct brand position is clearly expressed on all platforms.
After the course, you will be able to submit your brand positioning for further review and improvement by the course tutors. At the end of the process attendees will have a rock-solid positioning statement, a clear view on their customers and an irresistible value proposition to take to market. With this fast track workshop, this pivotal work really can be done in a day.
Course Content
Why new customers are so important
How to identify your key customer
Understand the Why, How and What of what you do, so that everyone else does too
How to make your brand distinct
How to harness contrast, values, innovation, personality and limitations to stand out
The four visual elements that express your brand position
Three core emotions in commerce: safety, excitement and superiority
After-course review of positioning statement
This course is for…
Anyone running an SME or start-up who wants to build their brand strategy and understand how to position their product or service to show it to the world
Anyone looking for outsider perspective and focused guidance to fast-track their strategy development
Tutor profiles
Andy Pemberton is an award-winning writer and editor in both London and New York; he is the editorial director on the Lombard Odier account for Y&R and director of his own agency, Furthr. Andy is a sought after trainer, running international workshops on data visualisation and writing for business for Guardian Masterclasses, the European commission, E-consultancy and the Home Office.
Andy Cowles is an accomplished creative director and content specialist. He is the founder of Cowles Media, delivers bespoke design training workshops and is the winner of the British Society of Magazine Editors Mark Boxer Award. Previous roles include editorial and creative director for Time Inc, creative director of Rolling Stone and creative director of Mademoiselle for Condé Nast in New York.
You will be sent a link to the online workshop 2 hrs before the start time of 10am (BST).
Details
Dates: Wednesday 7 April 2021
Times: 10am-4pm (BST)
Price: £199 (plus £7.44 booking fee)
Event capacity: 20
Save 20% when you buy two business workshops.
We’re celebrating the launch of our April business masterclasses with a limited number of discounted tickets that will save you 20% on your purchase of two one-day masterclasses. You’ll save 10% on this course - and 10% on ‘Never lose another pitch‘- when you buy the two together.
Please note, if you purchase a bundle ticket for both business workshops you will also receive a separate Eventbrite ticket for the second event in due course. If you have not received this ticket a week before the course start date, please get in touch.
This masterclass is available globally. If you are joining us from outside the United Kingdom, please use this time zone converter to check your local live streaming time.
10am BST | 11am CEST | 2am PDT | 5am EDT
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Information on Guardian Masterclasses
To contact us, click here. Terms and conditions can be found here.
All Guardian Masterclasses are fully accessible - but please contact us if you have any queries or concerns.
Returns policy
Once a purchase is complete we will not be able to refund you where you do not attend or if you cancel your event booking. Please see our terms and conditions for more information on our refund policy.
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