What’s your Brand Worth? Strategy, Identity and Intellectual Property

Branding is much more than a logo – it is the strategic expression of your values, culture, positioning, customer experience and tone of voice. This practical one-hour workshop will help established companies, aspiring entrepreneurs and small, independent businesses understand how to build a stronger brand and identify key intellectual property and trademark considerations for names, visuals, taglines, and other creative outputs.

This session is for: aspiring entrepreneurs, small independent businesses, owners, executive and marketing staff in established companies.

Participants will leave with:

• A clearer understanding of branding as a strategic asset- not simply a logo or visual identity.
• A practical framework for aligning brand positioning, values, culture, customer experience and tone of voice.
• Greater clarity about which brand elements can create intellectual property value, including names, visuals, taglines and other creative outputs.
• A set of questions and next steps to assess, strengthen and protect their own brand through intellectual property protections and trademarks.

Workshop leader:

Inga Petri, Strategic Moves

Inga Petri is the founder and principal of Strategic Moves, where she helps business, public-sector and not-for-profit organizations across Canada strengthen their brands, sharpen their positioning and connect more meaningfully with audiences. Her work brings together brand strategy, marketing, audience insight, digital strategy and organizational planning to turn values and vision into clear, practical action.