Fatbardha Salihu
P h o t o g r a p h y
9th November 2020
Entrepreneurship &Branding by Catarina Lelis
During todays lecture we had a guest speaker , Catarina Lelis who is the course leader for the Masters in Advertising, Branding and Communication and also Brand Design and Innovation course at the University of West London. She spoke about topics such as entrepreneurship, how to set up your own business and many other things.
According to her the 7 must haves for any business are:
1.Culture- have to be open to take any differences
2.Emotion
3.Maslowism- Maslow and the pyramid of needs, physiological needs first.
4.Pragmatism
5.Design thinking
6.Fearless
7.Hello World
She also mentions how the 3 main pitfalls in any business are having :
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An unbalanced team- lacking business acumen
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A restrictive previous financing
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No local mentor(s)
Lelis also mentions :
Main brand elements:
1.Positioning - where do you sit amongst peers and competition? How are you different?
2.Personality - understanding who you are
3.Corporate identity- includes name, logo, marketing communications, tone of voice etc
4.Brand architecture- how are your products and services organised?
1.Positioning
What is your essence?
We were then asked by Lelis to answer these ourselves and write down our own personal brand positioning statement.
And also the 4 elements of a brand positioning statement:
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To (target)- who is in the consumer target?
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Your brand is the (category)- where do you play?
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That is the (benefit)- where do you win?
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That's because(support points)- why should they believe use?
2.Personality
Understanding who are to help maximise communication
In order to understand you personality when setting up your own personal brand you should ask yourself:
Being - Who am I?
Belonging- How do I fit in the world?
Doing - What is the best way?
Growing - How can I become better?
In order to understand you personality when setting up your own personal brand you should ask yourself:
Being - Who am I?
Belonging- How do I fit in the world?
Doing - What is the best way?
Growing - How can I become better?
Useful questions to ask yourself when it comes to who you are:
Love - What do people love about you and/or your work?
Cry - What’s your killer story that makes people laugh/cry?
Understand - Does your audience understand who who you are?
Promise or dare- What promises can you make that are unique?
Lelis mentions "The Archetpyes and the Collective Unconscious" book by Carl Jung. Brand archetypes are a good way of supporting you to define who you are or who you want to be. Archetypes are personified symbols , represent aspirations and can be used to help identify key personality traits. The can also help to form the basis of communications and who you want to be.
The 12 archetypes proposed by Jung in the Realm of Order, Freedom, Ego and Social.Each of them have a process linked to the archetypes, for example an artist would be attached to the innovation process etc.They are also organised in four different realms because for example the Caregiver,Ruler and Artist are all under the blue area as they all have something to do with providing structure etc.This graph is for you to have a look at to get an idea where you
could potentially be.
Examples of famous brands that have archetypes are :
3.Corporate Identity
Includes name , logo, colours, fonts,
marketing communications , tone of voice etc.
4.Brand Architecture
How are you products and services organised?
I found this talk really interesting as it was packed with a lot of useful information that I will use in the future when I decide to open my own business.
If you would like to find out more about Catarina Lelis her details are below:
All images are screenshots from the Industry Talk presentation or otherwise have the links to the website where they are from.