Understanding Branding & How to Navigate Building a Great One

Things this workshop will dive into:

Understanding what a brand is The five disciplines of brand building A brand naming ideation activity How to craft brand values and voice This workshop will offer an entry point into understanding what a brand truly is—and how to take strategic, actionable steps to build one that connects, inspires, and drives meaningful change for any entrepreneurial venture.

This workshop is for any student interested in entrepreneurship. You don’t need to have a startup to attend and participate.

This workshop will be led by KT Schaeffer. With almost 30 years of experience shaping human-centered brand experiences across advertising, retail, and entrepreneurship— including roles at The Martin Agency, Anthropologie, NIKE, and Sugar Paper LA. KT Schaeffer brings a dynamic blend of creative strategy and design thinking to every challenge. As Creative Director and faculty at the VCU Brandcenter, she leads the school’s brand projects as well as their publication, SIXTY, while mentoring the next generation of creative problem solvers.

Pizza will be served!

This event is in Darden iLab (Room 180)