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Building Your Brand

September 21 @ 10:30 am - 12:30 pm

What is it about?

Brand is not about logos, graphic design or visual identity. A brand is holistic — it is about who you are, what you stand for, your DNA.

Brands tell stories about provenance, invite audiences to affiliate, and they build relationships that drive behaviour. That’s why they’re so powerful. From long-term strategic decisions to day-to-day practical choices; from visual identity to content strategy; from partnerships to fundraising: brand should give common purpose to everyone in your organisation. The challenge therefore is in developing a brand strategy that is sophisticated enough to encompass the breadth of your mission but simple enough for staff to actually use.

This workshop will help you identify the steps needed to develop the tools — the brand building blocks — your teams and organisation need.

What will I gain?

— A deeper understanding of what a brand is and why it is so important

— Approaches to help your organisation articulate its brand internally

— Practical tips to help you embed your brand across your organisation and examples of effective brands from across the cultural sector

Who is it for?

This webinar is for those developing their brand strategy.

How do I take part?

We will be using Zoom for this event.


  • AMA member rate: FREE
  • Non-Member: £55 + VAT


Guy Turton | Director | Morris Hargreaves McIntyre

As a Director of MHM, Guy leads MHM’s cause-led division, which encompasses everything from heritage organisations to charitable causes, as well as leading on MHM’s innovation strategy. But he also leads on MHM’s most complex and strategic consultation projects, such as segmentation, membership and branding, across the cultural sector. In over a decade with MHM, he has been responsible for the delivery of major audience engagement projects with Tate, National Trust and SFMOMA among many others.

Other live or recent clients include Serpentine Galleries, National Galleries of Scotland, Guggenheim, Cooper Hewitt, English Heritage, Japan House London, Natural History Museum, Historic Royal Palaces and the Department for Digital, Culture, Media and Sport.

Guy has been the lead consultant on the analysis of visitor trends for a consortium of London’s national museums and galleries for the past five years. This culminated in being interviewed live on BBC’s Newsnight on the topic of attendance figures to the UK’s museums and galleries.

Branding forms a key pillar of Guy’s work — he’s been a regular guest lecturer in branding and marketing in the arts as part MA Cultural Leadership course at Goldsmiths University for the past six years.

With a background in film and media, Guy has previously worked with charities in Connecticut, US.

Speaker image courtesy of Guy Turton
Thumbnail: Image by Arek Socha from Pixabay


September 21
10:30 am - 12:30 pm
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