Branding 101: Build and Protect a Brand Customers Love 

Who Should Attend?

Start-up entrepreneurs looking to create and launch a new brand; established small business owners wanting to strengthen their brands and stand out from their competition.

Overview

Brands mean higher sales, profit margins and price-sales ratios, especially if you do business online. More than that, they create customer loyalty, provide credibility and help attract new customers, clients and opportunities.

During this interactive workshop, branding experts with more than twenty years of branding experience will lead you through the key steps to effectively develop, protect and grow your brand. You will learn the strategic thinking behind brand creation and how to use it to develop and market your product or service.

This workshop will help you protect your brand by exploring the different types of intellectual property and how to protect them. It will delve into leveraging your branding through licensing and avoiding common licensing pitfalls.

At the end of this workshop, you will have the ability to:

• Identify the factors that enable brands to resonate and connect emotionally 
• List eight fundamental steps that create brands customers love
• Develop a plan for keeping your brand top-in-mind and relevant over time
• Summarize the importance of protecting intellectual property and why trademarks and copyrights are integral to the branding process 
• Describe intellectual property strategies to protect and leverage your brand

Instructors: Mary Tan Mary has in-depth knowledge of branding, new products, and business development/management in a variety of settings. She is an expert on inbound and outbound marketing for profit and non-profit companies. She spent more than 30 years at Colgate-Palmolive managing and building global brands such as Palmolive, Colgate, and Ajax. She previously worked in the retailing, nonprofit and publishing sectors. Mary has an MBA in Marketing and Finance from Columbia Business School. She is a certified SCORE mentor.  Laurie Marshall Laurie Marshall is the Founder and President of Marshall Law Group (TradeMarks The Spot), a business designed to help entrepreneurs and small business owners protect their intellectual property, specifically their trademarks. Laurie has been a trademark attorney for close to 20 years and has worked for several well-known firms in New York City. She also spent 10 years as Major League Baseball's in-house counsel. Her client list includes many Major League Baseball Clubs, the National Basketball Association and hundreds of entrepreneurs who have started their small businesses in a variety of industries.

Workshop Fees:

Online registration $59, walk-ins $69
There is a $10 discount on all Student and SEAP registrations
(valid ID must be presented at the door; bring SEAP form to workshop).

Register Now!