Last week, we presented a branding workshop at UnLtd's The Big Social 2016 with Doug Morrison of social enterprise startup accelerator 6W2X. We had a packed room of participants from people across the social enterprise support sector. We had some interesting discussions about what a brand is and if it was relevant for social enterprises.
Participants already understood that branding is not just the logo in the corner of a website. They had a variety of answers encompassing many aspects of the brand.
We looked at a couple of case studies of successful rebrands and how they helped brands connect with their target customers. We also looked at some simple tips on what to do and what to avoid for branding.
There was also an interesting discussion as to whether the sector itself needed to consider how it branded itself. Do mainstream people actually know what a social enterprise is? Should social enterprises lead with the social message with their brands or with other aspects of their brand? There seemed to be varied responses to these questions. Some said brands should lead with other aspects of the brand such as high quality, good design and endorse with the social message. Others seem to think that the values and ideals should lead the brand. Regarding people's understanding of social enterprises, the jury is still out on that one.
We really enjoyed presenting at the conference and enjoyed meeting many inspiring people from the social enterprise sector. To find out more about the five big themes to emerge from the conference please check out the UnLtd blog piece here.