Lunch & Learn: How Startups Can Build Potent Brand Positioning

The goal of this workshop is to deconstruct and demystify brand, and to show the concrete steps in defining the brand for your startup. We’ll put the spotlight on how a startup can build a brand positioning that is hard-working and practical. You will come away empowered to build a brand strategy on your own.

Brand building need not be a mystical, intuitive exercise. There is a concrete, proven method that brings in both function and emotion, both the left brain and the right brain, that can inform decisions both for the short-term and for the long-term. Brand positioning done right makes your offering easier for your customer to buy, and makes your business grow intentionally and sustainably. Brand is not “just marketing.” Brand is the North Star that informs everything that you are building. When you are deliberate about brand, rather than allowing the market to define it for you, you set your business up to create outsized value.

We will spend 30-45 minutes talking through what is a brand, and the actual concrete steps of defining your brand. We’ll then spend our remaining time doing some Q&A and examples.

About Lindsay:
Lindsay Pedersen is a brand strategist with a scientific, growth-oriented approach to brand building. She has advised companies from burgeoning startups (including MightyAI) to national corporations, including Zulily, Starbucks, T-Mobile, Coinstar and IMDb.

Her background as a P&L owner at Clorox fostered in Lindsay a deep appreciation for the executive’s charge: increasing the company’s value. There, she led mature, billion-dollar businesses and newly-launched categories, from Clorox Bleach to Armor All to Brita. In each case, she was solely responsible for increasing the business’s value.

Thanks to this executive perspective, Lindsay demands that brands be hard-working, disciplined and rigorous in growing a business. Her brand strategies are tested in the crucible of her proprietary Ironclad Method. Lindsay arms leaders with a powerful, ironclad brand strategy, so they can grow their business with intention, clarity and focus.