Humber Business Talks Branding Assignment

Kelvin Mak, Jeff Manjuris, Samantha Ramsay

HBT is:

• Collaborative • Innovative• Cutting edge• Leadership• Individual- unafraid to

be different• Unique

• Fresh• Constantly evolving• Revolutionaries • Bold• Rule breakers- they’re

there to be broken!• Original

Brand Promise

To provide cutting edge discussion and fresh insights surrounding important issues and ideas

in the business world.

Image: http://blog.fatherhood.org/Portals/135704/images/pinky_promise.jpg

About Us:

We aim to be on the forefront of thought leadership and insight in the ever-changing

world of business.

About Us:

HBT is executed by up and coming professionals and features leaders in the field; Humber

Business Talks creates an innovative and exciting learning opportunity for students and

professionals alike.

About Us:

HBT looks to challenge the status quo, to revolutionize industry standards, and to inspire

change

We’re Different

• Like Humber College, HBT aims to keep our learning hands on

• Encourages interaction between speakers and attendees

Attributes & Benefits

• The highly regarded Humber College

• Interactive stance on learning- provides a platform for open discussion of ideas from many voices

• Allows students and professions networking opportunities that may lead to future collaboration

• Low cost of admission/free

• Many transportation options for Toronto and GTA area attendees

• Free food!• Many professionals

attended Humber and enjoy the opportunity to come back and participate in Humber events

We are not the typical “corporate” style conference. We are game changers, embracing the future of business and looking to push the boundaries. Slightly rebellious, the early

adapters, the trend setters. We are the friend that knows the newest trends before everyone else and like to share it in exciting ways.

Brand Personality

ValuesCreative thought and problem

solvingPassion for lifelong learning and

development

Quality information sharingInnovation- desire to share new ideas and celebrating new ways

of thinking

Fostering Professional Relationships

Respect for new ideas, differences in opinion, and

lifestyle

The Logo

The Logo (Cont’d)

The Logo (Cont’d)

The Logo (Cont’d)

Positioning Map

Positioning Strategy

• HBT positions itself as an innovator• Provides a platform for those wanting to

change the traditional ways of doing things within the industry

• HBT seeks to inspire and revolutionize change• Always asks “what’s next?”

Positioning Strategy• Creating good brand perceptions in the short term

– Source risk takers and trendsetters within the industry as speakers– Student attendees and staff will be knowledgeable and

professional– Build relationships with industry members in order to raise brand

perceptions

• Holding on to positive perceptions long term:– Reputation will build– keep putting on a good show – Strive to become a trusted, innovative brand in the eyes of

audiences, eventually having equal status with Humber College itself

– Continue to attract quality industry participants