In the dynamic world of startups, where the focus often lies on securing funding, achieving product milestones, and assembling the right team, the significance of branding can easily get overlooked. As Steve Forbes aptly stated, “Your brand is the single most important investment you can make in your business.” Yet, for some founders, the very mention of their brand evokes a sense of discomfort, as one candidly admitted, “Our brand makes my skin crawl.”
Recognizing the urgent need for branding education among startups, The Independent Investor, in collaboration with National Development Company, organized the “Fundamentals of Branding” workshop on November 18th at the Philippine Innovation Hub. This comprehensive one-day workshop brought together a group of renowned branding experts, each specializing in a distinct facet of brand development, including brand strategy, creative execution, visual design, and digital marketing. Through their insights and expertise, these industry leaders imparted their knowledge and provided valuable guidance to the participants, a diverse group comprising startup founders and marketing professionals from the private sector.
The workshop was enriched by a distinguished group of industry veterans. Bingo Soriano, with over 36 years of experience, brought a wealth of insights in brand strategy, marketing management, and entrepreneurship. Badong Abesamis and Jake Yrastorza, the founding and managing partners of the multi-awarded ad agency GIGIL, shared their expertise in crafting effective and impactful campaigns, a skill that has earned them three agency-of-the-year awards in 2023. Their collective expertise was further enhanced by the insights of Nanais Hernandez, a Senior Strategic Planner at GIGIL, who provided valuable guidance on understanding consumer behavior and market trends, helping participants develop effective branding strategies.
In addition, brand designer Nachi Ugarte, the founder of GRID Magazine and Creative Director of The Independent Investor, provided valuable guidance on creating strategic, visually appealing and memorable brand identities. Finally, Francis ‘Gary’ Viray, founder of the US-based digital marketing agency Propelrr, shared his insights into leveraging digital platforms to enhance brand reach and engagement through analytics and experimentation.
founder/business-specific questions and lend practical advice.
KEY INSIGHTS
Branding mentor Bingo Soriano, the brains behind the globally acclaimed blog Branding Nerd, set the stage for the workshop by unveiling his Brand Architecture framework. He underscored the pivotal role of brand positioning, or as he aptly described it, “finding an open hole” in the competitive arena. Branding, he declared, is the “single idea you should own inside the mind of your customers.”
Nachi Ugarte, a former creative director for renowned multinational agencies and seasoned brand designer, acknowledged the lack of understanding of the visual design process among marketing professionals. To address this gap, he unveiled his SOAK-SPIN-RINSE methodology, urging participants to cultivate a deep understanding of their clients beyond mere PowerPoint presentations, embrace experimentation, and refine their approach by eliminating what doesn’t resonate. His insightful analogy of a doctor-patient relationship when working with designers resonated strongly with the audience, emphasizing the importance of seeking professional guidance rather than attempting self-diagnosis.
GIGIL Advertising, renowned for their strategic and creative prowess, generously shared their trade secrets and case studies, revealing the unique blend of strategic planning and creative execution that has propelled their clients to success. They emphasized the significance of cutting through the cacophony of brands, underscoring the role of in-depth advertising research in uncovering the elusive “truth” that drives consumer behavior. Their ultimate goal, they confessed, is to captivate and entertain audiences through a combination of pop culture and unexpected creative twists.
Gary Viray, a proponent in data-driven marketing, imparted his wisdom in leveraging data and experimentation to build brands in the dynamic digital landscape. He showcased the Propelrr Digital Marketing Framework, a testament to his agency’s expertise in executing impactful and award-winning campaigns.
FEEDBACK
In a mini survey conducted post the workshop, participants provided positive feedback, citing its comprehensive content and applicable lessons.
According to a founder in the fintech space, the workshop was a perfect fit for their startup. “A standout lesson on the importance of being singular and consistent in a competitive market truly resonated with me and hit home. The mix of practical advice and interactive case study sessions, complete with direct expert feedback, proved invaluable. I’m already incorporating the workshop’s insights into our strategies, optimistic about the potential impact they’ll have.”
Another founder, this time in the pharmaceutical business, said, “The recent branding workshop was insightful for someone like me who doesn’t have a business degree. The speakers are highly competent and the experience they share truly opened our eyes to business best practices. I very much enjoyed it and look forward to attending future workshops!”
Overall, the “Fundamentals of Branding” workshop established a high standard for branding execution, equipping startups and marketing professionals with the knowledge and skills to enhance their brand and business performance.
The Independent Investor will continue to conduct more workshops in 2024, aiming to help improve startup knowledge and capabilities across a range of relevant topics. Visit our website to learn more and register for upcoming workshops and events.