Tuesday, December 11, 2018 from 9:00 AM to 12:00 PM PST
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SCORE San Diego
8825 Aero Drive, Suite 102
San Diego, CA 92123

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SCORE San Diego

Modern-Day Branding for Small Businesses & Entrepreneurs

In 2018, the brands and organizations paying close attention to their brand and how it is perceived in the marketplace have an easier road to stretching their marketing dollars and creating brand advocates. 

 Essential for any business owner or entrepreneur, this course will explore the core elements of building and scaling a modern-day brand no matter your industry or business type. 

 The course will cover an array of topics including breaking down branding misconceptions, crafting brand and marketing theories, and how to translate your brand ‘ NA' into a visual language including how to work with designers. 

The following will be covered in the course:

  • Learn the fundamentals of branding and how it relates to your marketing and business plan
  • Learn to identify your audience personas and why it matter more than you think
  • Define what your brand DNA is (positioning, purpose, culture and promise)
  • Create your brand messaging and Unique Selling Propositions (USPs)
  • Matching your brand’s visual language (logos, colors, fonts, graphical elements) with its DNA


Steven Picanza is an award-winning brand strategist, CMO and educator with a core purpose centered around connecting people, products, and organizations with their core audience. He runs a brand + marketing consultancy with his wife while also being a strategic advisor to brands, agencies, and start-ups.

 Over the course of his career, which has gone from professional musician, to agency owner, to start-up founder, Steven has worked with such brands as The Art of Shaving, MGM Resorts, Lacoste, IDG Media, and Madame Tussauds, to name a few. 

Steven also holds an Executive Board member position with The San Diego Entertainment & Arts Guild, a non-profit organization he helped found in 2009



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