Reflections on the Brand Builder Summit: Insights, Takeaways, and Opportunities for Growth

Last week, I attended the Brand Builders Summit which was hosted by Jacob Cass ?? ,

It is a four-day event dedicated to exploring various aspects of branding and each day has a unique focus: strategy, design, the business of branding, and growing brands. The event brought together a diverse group of experts I have admired and followed for years.

My primary interest was Listening more about brand strategy and the business side of branding.

Here are the key highlights and takeaways from my experience at the summit:

Day 1: Strategy

The first day offered fresh insights into strategy from several thought leaders:

• Richie Meldrum provided a unique perspective on branding from a copywriting standpoint. He highlighted the crucial role of copy in shaping brand perception and shared his effective process for working with clients. It was insightful to see how different strategists approach their work in distinct ways.
• Matt Davies ?? presented the concept of "onlyness" in branding, focusing on innovation as a critical element of the branding process. His session resonated with me, as we come from a similar school of thought influenced by Marty Neumeier.
• Anneli Hansson , my first instructor in branding, introduced a new framework: the "Six P's" — Purpose, Personality, People, Planet, Positioning, and Planning. I particularly appreciated her addition of "Planet," which emphasizes the impact of branding on the environment.
• Stephen Houraghan discussed AI and branding, introducing "The Brand Builder," a tool that leverages AI to develop brand strategies. It was fascinating to learn about the growing role of artificial intelligence in branding.
• Sarah Robb focused on how strategy can drive business growth and emphasized the importance of creating framework models that genuinely benefit clients.
• Rob Meyerson explored the science and psychology behind naming, adding further depth to the discussions.

These experts provided a range of perspectives on branding.

For example:

Matt Davis defined branding as the "management of meaning,"

while Richie Meldrum described it as "the perceptions held about you, your company, or your products.",

We realize that branding is not about adhering to fixed frameworks, but rather an evolving process shaped by diverse perspectives, creativity, and insight.

Key Strategic Questions to Consider

Throughout these sessions, four essential questions emerged that every brand strategist should consider:

1. What do we do?
2. Why do we exist?
3. How do we look, feel, and sound?
4. Who are we, and how do we operate?

Day 2: Design

The second day focused on brand design, with diverse insights from various experts.

James Martin led a session on transforming the client-designer relationship, presenting innovative ideas that rethink how designers collaborate with clients.

Day 3: Growing Brands

On the third day, the summit explored strategies for growing brands:

• Paul Bailey emphasized the importance of "moments" in branding, explaining how brands can be associated with specific life moments—whether happy or sad—and how these associations can profoundly affect brand perception.
• Richard Moore provided practical advice for designers and business owners on leveraging LinkedIn to grow their brands and convert connections into sales. His session was straightforward and full of actionable steps for creatives to enhance their online presence.

Day 4: The Business of Branding

The final day was packed with useful tips and strategies for designers and strategists looking to improve their businesses. Sessions covered key topics such as attracting high-paying clients, transitioning from being a service provider to becoming a trusted partner, and enhancing sales and client retention strategies.

A Unique Community Experience

As a strategist, I found this event particularly different from others I have attended. The host, Jacob Cass ?? , has created a community that brings together over 6,000 creatives with a common passion for branding. He uniquely managed this event by actively listening to his audience and engaging them throughout the summit. This approach not only made the event more dynamic but also fostered a sense of belonging and shared purpose among all participants.

Final Thoughts

Overall, the Brand Builder Summit was an enriching experience. I enjoyed reconnecting with foundational principles of brand strategy and design while discovering new tools and approaches. However, much of the content seemed tailored for new designers or those just starting in freelancing or business development.

For future events, I hope there will be more sessions geared toward experienced professionals.

Despite this, the summit offered numerous takeaways and refreshing perspectives, serving as a powerful reminder of why I began my journey in brand strategy and design. I left feeling inspired and motivated to continue growing in this ever-evolving field.