• March 27, 2018
    9:00 am - 10:30 am

Please note that this workshop has been rescheduled from March 13 to March 27 due to the snow. 

How must you be perceived in order to own your market niche?

Did you know that brands account for more than 30% of the stock market value of companies? But what is a brand, and how do you get a strong one? A BRAND is a complex collection of thoughts, beliefs, and feelings – associations – about a product or service. It is everything your organization represents to stakeholders through what you are, what you do, how you do it, and what that means to them.

A strong brand is authentic to your organization, relevant and valued by your audiences, and in sync with market dynamics and opportunities. When you have a clear idea of your brand, it helps guide all of your customer-facing offerings and communications, as well as your internal operations. It can be guide for decision-making across your organization, eliminating decision cycles and synchronizing efforts, and resulting in better connections and more impact with your audiences.

Ok, so you know what business you want to play in and what your business goals are. A strong brand is the necessary next step, to guide all your operations and communications. But how do you know what that brand should be? How do you articulate it to your team, and communicate it to all stakeholders?

In this session: Investigate what’s authentic to your company, what your customers need and want, and identify market opportunities to determine your optimal brand strategy.

Takeaways: Attendees will develop a unique brand platform, including what you ARE, what you DO, HOW you do it, and what it MEANS. Attendees will also develop a succinct brand positioning statement, showing the unique value that you offer to customers in your market.

This workshop will be taught by Kate Howe, an award-winning designer, and brand and marketing strategist. Previously Head of Graphic Design for the NYC Dept. of Design & Construction, she has over 15 years of experience developing brands and designing multi-channel marketing campaigns, for the corporate, startup, not-profit, and public sectors. Kate Holds an MFA from Yale University, and has been published in the New York Times. Honors include the SEGD Sylvia Harris Public Service Award.


2 Portland Fish Pier, Ste. 201, Portland, Maine, 04101, United States


Directions to CEI

From South
From the Maine Turnpike, take Exit 45 to 295 North.
From 295 North, take Exit 4 to Commercial Street/Portland Waterfront.

After you cross the Veteran’s Memorial Bridge, turn right at light onto Commercial St. Continue until you pass Becky’s Diner, then the Gulf of Maine Research Institute (on right). Turn right at the next light (intersection of Commercial & Center St.) into the Portland Fish Pier. Follow the road, which weaves between parking lots and goes past Bristol Seafood. The Marine Trade Center building will be visible. Continue driving toward the waterfront until you reach the Marine Trade Center, turn left into the Visitors Parking Lot adjacent to the building. (See parking info below.)

From the North
From Route 295 South, take Exit 7, Franklin Arterial/Route 1A. Proceed on Franklin St, straight through the traffic light. You’ll go up a hill, cross Congress St., then down a hill to Commercial St. Turn right on Commercial St.

Proceed on Commercial until you reach the stoplight at the intersection of Commercial and Center St. You’ll see a sign for the Portland Fish Pier on the stop light. Turn left at the stoplight, toward the waterfront. Follow the road past the white security kiosk. The road weaves between the parking lots and goes past Bristol Seafood.

By now the Marine Trade Center building will be visible. When you reach the Marine Trade Center turn left into the Visitor’s Parking Lot adjacent to the building or park behind the building.


Guest parking is available in the lot adjacent to the Marine Trade Center. Parking spaces are clearly marked for either 30 minutes or 2 hours. There are also several 3-hour spaces located along the semi-circular drive next to the Visitor’s Parking Lot.