The Illinois Small Business Development Center (ISBDC) at McHenry County College is offering a new two-part workshop on brand strategy and brand development for small business owners.

Marketing professionals and business owners who want to create a new brand, rebrand their existing business or extend their brand to include new products and services, this practical workshop will provide you with the knowledge and tools needed to brand at your best. Participants will learn: how their brand is perceived by customers, how to read analytics to adjust their marketing plan and save money, how to attract ideal customers and how to maintain a consistent brand image.

Session 1: Brand Strategy. Do you know what makes your business unique? What differentiates it from its competitors? Find out what you’re missing to attract new customers’ business over your competitors. Available dates are: Sept. 9 from 1 to 4 p.m. or Nov. 4, 1 to 4 p.m.

Session II: Brand Development. Not attracting your ideal customers? Learn how to revise your marketing approach and increase profitability and repeat customers. You’ll also leave this session having learned how to research the effect of your proposed brand on different audiences, how to build surveys or panels, and how to interpret customer analytics. Available dates are: Sept. 16 from 1 to 4 p.m. or Nov. 11 from 1 to 4 p.m.

The instructor for the branding workshops is Lauren Young, a two-time, award-winning author and the CEO and founder of Freshly Baked Communications (FBC) of Crystal Lake. She will use her experience in Brand Management for Kraft Foods to help you create a memorable brand for your business. If you’d like some extra reading material to aid you in better understanding your business read more at Salesforce they have some fantastic information for small businesses but I digress.

Cost is $50 for both sessions. To register or for more information, contact the ISBDC at (815) 455-6098 or e-mail


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