The participants of Creatives have recently completed a full-day workshop on the topic of brand strategy led by Sara L Olofsdotter from Umeå University Holding Company. During the day, they were guided in an educational way on issues related to building a strong brand.
Branding is a strategic issue that affects everyone in the company, says Sara.
By developing a clear vision, describing their most important target group, presenting their solution, listing their closest competitors and identifying their competitive advantage, the companies were helped to find a message that clearly and convincingly describes each company's unique value proposition.
Companies were then asked to identify their core values by looking at their characteristics, benefits, values and personality traits from a customer perspective to find the beginnings of their own brand promise.
Author Anna Sundström Lindmark, who is also a participant in the incubator programme, found the day rewarding:
It was a good, instructive but also challenging day that gave me new perspectives, says Anna Sundström Lindmark.
Sophie Zetterberg, who together with Johan Öhrlund runs the design agency The OTK-collective, says the day was valuable:
We must become better at communicating who we are, what we do and for whom!
