Building a brand that resonates
In the FB IDEAs Hub Lunch & Learn session From Purpose to Practice: Simple Steps to Market your Startup with Impact, Hub Member Justin Taylor drew on extensive marketing experience from leading corporate marketing for global brands to building new brands from concept to reality. In an interactive and empowering session, he presented proven frameworks and case studies to help Hub members create impactful, resonant brands.
It’s not an overstatement to say that we learned about the wisdom of Philip Kotler, the guru of modern marketing, Carl Freud and Sigmund Jung, and covered the evolution from marketing 1.0 to 5.0, the big brands at each stage and how to develop a brand that resonates in a one hour session - and left the room empowered with applicable knowledge and a toolkit on hand.
In this interactive session, Justin Taylor shared insights from his consultancy Hipirio and his startup founder’s perspective with Stralis - Advanced Manufacturing. He distilled key marketing principles onto a single page and untangled receptions and concepts for the audience. He demonstrated that marketing is present even when it isn’t obvious at first glance. Participants emerged with a sharpened view of how brands are created and practical tools to strengthen their brand foundations.
Because, as we learned, you shouldn’t let customers create your brand for you - you should take this step proactively. The challenging part is how to clearly and consistently position yourself in the market. Here’s another, almost subtle, learning: The market is what you need to understand in the first place. A wonderful example of marketing gone wrong got the room chuckling - and illustrated the costly effects of not understanding the market, which - if not discovered in time - can hurt a brand’s reputation.
But we didn’t stop there. We explored how to communicate the benefits and value a business provides and importantly, how to get the price right. With Justin, it sounded doable: He didn’t just explain it, he imparted what it takes by breaking down actionable steps to achieve it. Impressively simple slides conveyed a depth of knowledge, not empty shells with sparkles. You take action, take the learnings and do it. And then you reassess.
At this point, an important question arose in the room: If, as we just heard, you need to reassess whether the segments have changed, the market or the customer evolved, or your own position changed - how do you do this in the ever-evolving sphere you find yourself in as a startup - without confusing the messaging? We got the answer and left the room with the prospect that there will be more to come:
What an amazing offer from Hub Member Justin Taylor - participants will receive a package and he is around to support Hub Members following this session.
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We have a regular program of events and networking opportunities at the FB IDEAs Hub, and throughout Fishermans Bend. Subscribe to our monthly eNews to get updates!
You might also like to join the FB IDEAs Hub community. Located within walking distance of the future Fishermans Bend Innovation Precinct, the Hub is more than just a co-working space — it’s a community where the future is being actively built.
We offer free* co-working space (* subject to T&Cs) and the chance to be part of a growing start-up ecosystem working across cleantech, aerospace, renewables, regenerative architecture, placemaking, product design, circular economy, business consulting and much more.
Applications now open!
