Resonant brand messaging starts by seeing the world through your customer’s eyes. In this highly interactive, virtual workshop you’ll explore brand archetypes and identify the emotional drivers that shape buying decisions. Create a persona for your ideal customer, align your brand personality with customer desires, and discover how empathy leads to magnetic messaging. Through in-class exercises that directly apply to your business, expert guidance provided by SCORE Mentors, and peer sharing you’ll learn how to translate customer insight into action so you can accelerate growth and build enduring loyalty.
Although not required, it is recommended that you attend branding session #1 first (or watch the video) because it sets the foundation for the five-part, branding series.

The Facilitator for this Event is Jay Olson

Jay Olson’s background is multi-faceted with 40+ years of experience as a brand strategy consultant and marketing leader with repeat success driving sustainable growth and brand equity. He has worked with businesses of all sizes in diverse industry settings in B2B, B2C, and nonprofit. Leading organizations include Northwestern Mutual, Quad/Graphics, and Ralston Purina to mention a few. 

Jay has deep experience leading collaborative initiatives, such as brand purpose, values and vision development, brand positioning/repositioning, brand messaging strategy, brand naming, brand portfolio architecture, global brand expansion, new market entry, personal branding, internal branding, and business transformation. 

Jay now pays it forward as a SCORE as a subject-matter expert and workshop presenter, inspiring and equipping small business founders and startups with knowledge, skills and resources to build purpose-driven brands and realize their potential.