27 October 2026 09:30-13:00
Branding 101: From good idea to great brand
£230 inc VAT
For business owners who know they need to show up online but aren’t sure where to start. You’ll leave with far more than ideas. You’ll leave with the confidence, clarity and practical foundations to turn a good business idea into a great brand.
Course overview
Having a great product or service is only the beginning. The businesses that succeed are the ones that can clearly explain who they are, what they stand for and why customers should choose them.
From good idea to great brand is a practical half-day introduction, designed for start-ups and SMEs who want to build a strong brand from the ground up. Rather than jumping straight into logos and colours, you’ll learn how to clarify your purpose, understand your customers and develop messaging that communicates your value with confidence.
Once these foundations are in place, we explore how visual identity, including logos, typography, colour and imagery can bring your brand to life.
Through practical exercises, real-world examples and expert guidance, you’ll leave with a wide ranging introduction, and the first draft of your own brand strategy with a clear action plan for building a brand that supports long-term business growth.
Who is this course for?
This workshop is designed for:
- Entrepreneurs and founders with a new business idea
- Start-ups preparing to launch their first brand
- Small business owners looking to strengthen or refresh their brand
- Sole traders and consultants wanting to communicate more professionally
- SMEs preparing for growth or entering new markets
- Anyone who feels their business lacks a clear message or consistent identity
No previous branding, marketing or design experience is required.
What you’ll learn
During this workshop you’ll discover how to:
- Understand the difference between branding and visual identity
- Define what makes your business different and why customers should care
- Identify your ideal customer and understand their needs and motivations
- Create clear, compelling messaging that communicates your value
- Use storytelling techniques to explore an authentic brand narrative
- Develop a consistent tone of voice that reflects your business personality
- Understand how logos, typography, colour and imagery support your brand, not define it
- Build consistency across your website, social media and marketing materials
- Create a practical roadmap for growing your brand with confidence
Course outcomes
By the end of the workshop you’ll be able to:
- Clearly explain what your business does and what makes it different
- Communicate your value confidently and consistently
- Build a simple brand narrative that connects with your ideal customers
- Make informed decisions about your visual identity before investing in design
- Create a more consistent brand experience across every customer touchpoint
- Avoid common branding mistakes that cost time, money and opportunities
Leave with a completed brand action checklist you can implement immediately – containing your outline brand purpose, audience profile, positioning statement, personality traits and how these influence brand design.
Book your place
- Start with clarity instead of logos
- Dive into story, narrative and positioning
- Delve into your own brand story and retell successfully
- Help your customers understand YOU
About the Trainer
Matt Smith is an independent Creative Director and brand strategist with more than 30 years’ experience helping organisations of all sizes, from start-ups and SMEs to global businesses, build clear, confident brands that drive business growth.
As founder of Matt Smith Creative and a student mentor at the University of Reading, Matt combines strategic insight with practical, real-world experience to deliver engaging, jargon-free workshops that give business owners the confidence and tools to build a brand that stands out, connects with customers, and supports long-term success.
