Branding for SMEs business support workshop

Branding for SMEs


Brand strategy workshop for SME business owners


About this event

Branding expert, Bruce M McKinnon will be holding a session on creating a cohesive and consistent brand strategy catered to small to medium sized businesses.


About the session:

Every brand needs a point, a sharp definition of its purpose that will stick in people’s minds.

It stands to reason that a brand aligned behind a shared point will have a better chance of success than one that isn’t. This means making a choice about what that one point is, and that can be fiendishly hard to do. A brand strategy can do this.

Aimed at small to medium sized enterprises, this talk will introduce what a brand strategy is (and what it isn’t), how it delivers financial value to an organisation, the key elements that make up a brand strategy, the role it plays in shaping the brand, and how it can fit into the broader business planning process.

Based on the Brand Arrow®, a planning tool covered in Bruce M Mckinnon’s award-winning book ‘What’s Your Point?’, it will cover the five of the core building blocks of any brand strategy:

  • Vision – defining where the brand wants to head to and the barriers and drivers to reaching
  • Positioning – describing what is at the heart of the brand, what makes it unique in the market
  • Proposition – capturing that positioning in a way that engages firstly your team and secondly your customers
  • Values – defining the character of the brand to act as a benchmark for both the team and the brand’s customers
  • Key messaging – the 5 most powerful messages that ensure the brand is using consistent and correct copy across all its communications channels
  • At the end of the session, delegates will all have a good idea of how brand strategy can add both strategic and practical value to any organisation.


About Bruce M McKinnon

Bruce has worked in brand marketing for 30 years and passionately believes the right brand strategy is the most effective tool a client has to deliver its point.

In 2009, he founded the specialist brand strategy practice The Brand Arrow® and has since delivered over 100 assignments in Europe and North America in a variety of sectors including artificial intelligence, legal tech, software, financial services, food and drink, real estate, and software.

In 2019 Bruce published the brand strategy book, What’s Your Point? containing the proprietary Brand Arrow® framework, winning silver at the US Business Book Awards (Axiom).

Bruce regularly speaks on the subject of brand at conferences around the world, business schools, facilitates workshops, and has been invited to speak at the CIM Marketing Club and its annual Tutor Conference.

He holds an MBA from Cranfield School of Management and the CIM Post Graduate Diploma in Marketing.

What’s Your Point? Is available from Amazon.



“Bruce’s enthusiasm and energy injected a buzz into our recent CIM tutor conference. His Brand Arrow model was really well received and helped create a conversation around this important subject area.’”

Maureen Wincott, Learner Partnerships Manager, Chartered Institute of Marketing

“A fabulous session- amazing content, great workshop and brilliant engagement!! We were thrilled with how it went.”

Helen Deverill, Marketing Director, Arena Business Centres

“Bruce’s workshops were packed, standing room only! He is a very clear and engaging speaker and kept our delegates entertained and added great value to their conference weekend experience.”

Mark Plummer, Conference Director, Business As Mission Conferences


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