THE ULTIMATE BRANDING FOR STARTUPS – keynote speech & brand workshop
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That’s what it’s all about
This event starts with a keynote speech and then moves on to a practice-oriented brand workshop for start-ups who want to put their brand image to the test.
A strong brand presence determines whether a startup builds trust, differentiates itself and is recognized. But between logo generators, AI design and professional branding, many founders lose sight of the big picture. What really makes a brand? And how do you recognize whether your own appearance is effective?
In a compact keynote speech, art director Michel Guss provides a well-founded introduction to branding and visual appearance. In the subsequent workshop, he analyzes the brand appearances of six selected start-up teams live. Honest, concrete and with clear recommendations for action.
What can you expect?
09:00-09:45 – Keynote speech
Michel Guss teaches the basic principles of brand, branding and visual appearance:
- Relevance of branding for start-ups. Brand impact: trust, differentiation, recognition
- What is a brand? What does branding mean? Differentiation between logo, corporate design and corporate identity
- Visual branding: logo, typography, color scheme, visual language. Importance of consistency in brand management
- Designer vs. AI: Risks of AI-based solutions, added value of professional design
- Q&A and joint exchange
09:45-10:00 – Break
Snacks and drinks
10:00-13:00 – Brand workshop
Six pre-selected start-up teams each receive approx. 30 minutes of intensive analysis of their brand presence:
- Analysis of the existing visual identity and evaluation of the external impact
- Identification of strengths and weaknesses
- Identification of development potential with concrete recommendations for action
- Short Q&A session and group discussion per team
All other participants are there as spectators and benefit directly. The analyses reveal typical mistakes, patterns and solutions that are relevant for every startup. Regardless of their own level of maturity.
Participation – two ways
As a spectator
Would you like to learn from the keynote speech and the live analyses without putting your own branding up for discussion? Then simply register as a spectator. You will attend the entire event and gain valuable insights for your own brand presence.
As a workshop team (application required)
Are you a start-up team that is about to be founded or has already been founded? And you would like Michel Guss to analyze your brand presence live? Then register as a workshop team and apply with your team for one of the six workshop places. After the application deadline, the six teams will be selected and will receive all further information on preparation.
- Application deadline: extended to June 22, 2026, at 6:00 p.m.
- Submission of documents (selected teams): extended to no later than June 22, 2026, at 6:00 p.m.
Interested teams will receive the application documents and detailed requirements via email after registering.
Why this is important for founders:
All participants win…
- … a sound understanding of what makes a brand and why consistency is crucial,
- … a realistic look at the limits of AI-generated designs and the added value of professional design,
- … concrete insights into the typical strengths and weaknesses of start-up brand appearances,
- … Orientation for the next steps in their own branding.
The six workshop teams also receive an individual analysis with concrete recommendations for action
The speaker
The event will be hosted by Michel Guss, Art Director & Graphic Design.
Target group
The workshop is aimed at:
- Founders and people interested in founding a company
- Start-up teams in the foundation or growth phase
Language
German
Barrier-free
No
Registration
Nel Steinkühler
Founding Consultant UHH
Veranstalter
Organizer
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