ISP 3 - Marketing: Brand for change

Before the logo, there’s a bigger question.

What makes your idea matter?

Every great brand starts long before the first logo, website or colour palette. It starts with understanding what you’re building, who you’re building it for and why people should care.

In this hands-on Brand Thinking Lab, we’ll explore branding as a way of thinking, not just a way of looking. Through practical exercises, real-world examples and peer feedback, you’ll learn how to turn your early business idea into a clearer, more compelling brand direction.

Inspired by Anne Miltenburg’s Brand the Change methodology, this interactive session will help you explore your purpose, understand your audience, discover what makes your idea different and begin translating it into something people can connect with.

What you’ll take away:

• A clearer understanding of what branding really means for your business
• Practical tools to define your audience and distinctive value
• A first draft of your brand positioning
• Your own Brand Direction Sheet to keep developing your idea