Building your brand strategy

“Do you find it difficult to explain what makes your brand truly unique? How can you connect your story, your offering, and the direction you want to take your project?”

This day helps you find the right words to describe what makes your project unique, so you can build a brand that is embodied, clear, desirable, and guides all your future decisions.

Objectives
– Define how you position yourself among your competitors
– Identify your two priority targets: their expectations, obstacles, and purchasing journey
– Brand presentation: pitch and history
– Anchoring: raison d'être, mission, promise
– Additional elements: values, USP, commitments, personality

Content
– The concept of a brand
– What is a brand platform?
– Understanding current market challenges and consumer behavior
– Examples: two brands, same expertise, two different approaches
– Visual identity: logo, typography, image
– Brand tone
– Communication: website, social media, newsletters
– Content strategy: communication channels

Target audience
This module is aimed at creative entrepreneurs in the design, fashion, and crafts sectors who have already launched their business but feel that their brand does not yet convey the full strength of their project. They want to clarify their uniqueness in order to take their business to the next level.

Please bring your computer with you.

Speaker
Carine Mamou is a brand and communications strategy consultant specializing in fashion, home décor, lifestyle, and craftsmanship.
A graduate of the Institut Français de la Mode's Global Fashion Management Executive MBA program, she spent fifteen years working in marketing and communications for major retail brands. For the past ten years, she has been helping designers and brand founders to structure their vision and translate it into effective communication strategies.

She regularly teaches at fashion schools and is an expert advisor to BPI France's Fashion & Luxury and Exceptional Craftsmanship accelerators.