Value-Driven Branding Workshop
This month, Somaspace had the privilege of conducting an interactive and insightful workshop for the startups of ESA BIC Lazio. The workshop was designed with one core goal in mind: to help these innovative companies shift their perspective from focusing solely on the product to putting value first.
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Building a Foundation: analyzing Value Propositions
We began the session by diving into the Value Proposition Canvas, a powerful tool to understand each company’s customer profile and refine their value proposition. By mapping out the ideal product-market fit, participants were able to identify their customers' pains, gains, and needs, creating a solid foundation for their business strategy.
Bringing brands to life: defining Brand Personality
Next, we explored the essence of branding—the personality behind the company. Through guided exercises, participants defined their brand’s identity by answering key questions:
Who they are and who they are not.
What they represent.
How they operate.
Where and for whom their value exists.
This exercise went beyond theoretical analysis. Teams personified their brands, comparing them to common people, iconic movie characters, and famous personalities. By doing so, they not only clarified their brand’s unique traits but also aligned on the tone of voice their brand should use to connect authentically with their audience.
Creating a Content Marketing Framework
Armed with a clear value proposition and brand personality, we introduced the Content Marketing Matrix—a structured approach to defining content strategies based on specific objectives:
Inform: Educate customers about the brand and its offerings.
Educate: Dive deeper into topics to build trust and authority.
Convince: Showcase evidence and success to motivate decisions.
Inspire: Create emotional connections that resonate with the audience.
Participants then applied this framework to develop actionable content ideas that align with their brand positioning. Working in groups, they conceptualized campaigns and content strategies that could effectively communicate their brand’s value to their target audience.
Solution
Aligning Teams and Strengthening Strategies
One of the key outcomes of this workshop was the alignment it fostered within each team. By collaborating on their brand identity and strategy, participants gained a shared understanding of how their brand is perceived and how it should be communicated moving forward. This cohesion will undoubtedly strengthen their commercialization efforts and business development activities.
At Somaspace, we believe that a brand’s value is the cornerstone of its success. Through this workshop, we aimed to empower ESA BIC Lazio startups with the tools and insights needed to build solid branding strategies, not just for today, but for the long term.
We’re excited to see how these startups leverage their newfound clarity and strategies to propel their businesses forward in the space ecosystem.
