Creative entrepreneurs explore brand storytelling
Red Window Shares Strategies with Big Bad Business Participants
Entrepreneurs taking their visions into the marketplace came to Red Window Communications recently to learn how a compelling brand story can power their marketing efforts.
Managing Director Kelley Hunsberger and Director of Strategy Rhes Low hosted a group of 7 startup founders on Jan. 18 as part of the Big Bad Business Lab, a small-business incubator for creative entrepreneurs. The program brings together artists, business owners and inventors in Oxford, Miss., to help them launch their businesses through monthly workshops, interactive workspaces and access to resources.
Low said creative entrepreneurs already have one essential asset they may undervalue: Their own story.
“For creative people entering the business world, the challenge is turning their talent, drive and passion into something that’s financially viable,” said Low, a former actor whose own experience includes small-business ownership.
“A strong brand story, expressed in words and visuals, can make all the difference. It enables you to reach the right audience to make your business successful.”
“A strong brand story can make all the difference...”
The Big Bad Business Lab is a partnership between the Yoknapatawpha Arts Council and the Oxford-Lafayette County Economic Development Foundation. Now in its second year, it grew out of the Big Bad Business Series, which features public workshops and networking events for anyone looking to start or grow a business in the Oxford area.
As an incubator, the BBB Lab provides a more intensive experience for a cohort of startup founders selected annually. The 2021-22 cohort includes makers of clothing, jewelry and handbags, as well as visual artists, a cocktail-bar proprietor and the founders of baked goods company.
Wayne Andrews, executive director of YAC, said workshops like the one held at Red Window deliver practical advice while also connecting cohort members to a network of experts.
“Our founders are building new connections in the business community, while also seeing what it might be like to partner with a marketing agency or other key vendors who can help them down the road,” Andrews said.
Hunsberger, who led the presentation for Red Window, shared with the group an overview of how the agency builds a marketing program rooted in a client’s story and messaging.
“The core message is our starting point with every type of client,” she said, “from healthcare to industry to nonprofits to product-focused brands.”
“Who is your audience? Why should they care about what you offer? How is it different or better than the alternative? How did you reach this point, and what are you striving toward? The first step is establishing the story you want to tell. Then you can get it out there.”
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View upcoming events as part of the Big Bad Business program: https://oxfordarts.com/incubator-events
