SFPN Branding Guidelines Seminar Series

feel free to call us   718.388.7287     sfpn@evergreenexchange.org

What to Expect

The Branding Guidelines course, presented by Skopos and facilitated by Lloyd Cambridge of Progress Playbook, helps business owners hone in on their brand, messaging and style guides.  At the end of this course, participants will walk away with a Brand Guidelines deck that outlines what the company looks like and stands for to employees, customers, partners and community.

During this course, participants will:
–  Learn the difference between branding, marketing and sales

–  Reflect on the core the essence of their brand

–  Identify different stakeholder touch-points for brand engagement
–  Spend time developing the visual and verbal brand standards of their company
–  Create a Brand Guidelines deck (using Google Slides) to be used as a reference tool
so all marketing and communications efforts are “on brand.”

This five-week program will meet on Thursdays from 9:00am-12pm. Students should expect to spend at least one to two hours per week outside of class working on additional homework.

All classes will take place at Evergreen’s offices: 2 Kingsland Ave Brooklyn. NY 11211


Module One: Weds, February 19, 2020 | Revisiting Your Core
Creating an effective brand first requires going within. Companies must reflect, explore, understand and commit to who they are (i.e. self-concept, attributes, beliefs, qualities) in order to effectively communicate their brand to influence others to take action.  We believe that businesses that continuously ground themselves in their core (identity) are better positioned to consistently communicate their value to others.  During this class participants will:

  • Write out their origin story
  • Determine why they do what they do
  • Refine their mission, vision and value statements

Module Two: Weds, February 26, 2020 | Transformation Revisited
The purpose of business is to transform the lives of people (i.e. employees, customers, community) for good. In order to create transformation, a company must first identify who their target audience is and define the value/transformation that they intend to create for their audience through their brands.  During this class participants will:

  • Create customer profiles
  • Define their brands point of view and position
  • Define the benefits that their brand will have on their audience

Module Three: Weds, March 4, 2020 | Defining Your Communication Style
People buy from brands that they know, like and trust. How you communicate with others

will determine how you are perceived; therefore, companies must define and have a clear understanding of their communication style. A brand’s communication style is determined by several factors such as their personality, voice and tone, which are all building blocks to an effective brand.   During this class participants will:

  • Understand the different brand communication styles and their impact
  • Define their brand’s communication style based on their core and target audience
  • Define their brand’s personality, voice and tone

Module Four: Weds, March 11, 2020 | Expressing Your Brand
Once a company clearly defines their brand, they can begin to create brand assets (i.e. logos, websites, copy, packaging) that engages and influences their audience to take action.  Companies need to ensure that their brand assets are communicating a consistent message across touchpoints in order to build trust and likability with their target audience. During this class participants will:

  • Identify their customer touchpoints and the brand assets necessary to engage them
  • Audit their current brand assets against their ideal brand
  • Refine their brand assets to reflect their ideal brand

Module Five:  Weds, March 18, 2020 | Living Out Your Brand

In addition to creating brand assets that engages an audience (i.e. customers, employees), a business must also create unique experiences along the audience journey that delights them. How a business creates their products/services, delivers them, manages the day-to-day operations of the business must all be an extension of their brand in order to create a seamless message. During this class, participants will:

  • Understand how a brand connects to the audience journey
  • Create audience journey maps
  • Design unique experiences that delights and connects to their brand

About Our Instructor:
Lloyd J. Cambridge is the founder & CEO of Progress Playbook, a business training and service platform that designs customized programs for entrepreneurs. Progress Playbook clients include the Actors Fund, NYC Department of Small Business Services and the Greater Jamaica Development Corporation.

Prior to starting Progress Playbook, Lloyd was the Director of NYC Business Solutions, and prior to that, he was an underwriter and credit analyst at JPMorgan Chase for their middle-market division. Lloyd has supported over 10,000 entrepreneurs and business owners throughout his career and has shared his expertise on entrepreneurship and business development with organizations like Goldman Sachs 10,000 Small Businesses, the Small Business Administration and New York University.  Lloyd earned his B.S. in Economics from NYU and is an Alumni of the Coro Leadership network.


*This seminar is made possible by the generous support of the JPMorgan Chase Foundation*

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