Business Fundamentals 03:

Crafting Your Brand & Competitive Edge

Stand Out & Stay Relevant - Build a Brand That Sets You Apart

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What makes your business different? Why should customers choose you?

This practical, step-by-step course goes beyond logos and catchy taglines.

"Brand is what people say about you when you're not in the room." And in this module, you’ll shape what they say - intentionally.
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You'll learn how to position your business with confidence - by understanding your competitors, defining your Unique Value Proposition (UVP), and crafting a brand story that resonates with the people who matter most: your customers.

You'll also hear real-world advice from business owners and get expert guidance from Kate Wilson (IP lawyer, featured above) on how to protect your competitive edge, avoid common brand traps, and make your intangible assets work for you.

Whether you're launching a new brand or refining an existing one, this module gives you the clarity, tools, and confidence to stand out and stay relevant.

★★★★★

Transformative!

This module provided the structure and focus needed to refine my brand story, mission, and values. It’s been a transformative experience that has strengthened my vision and direction moving forward.

As a pre-existing business owner, it has been incredibly valuable in helping me gain clarity!
JULIE MCGILL
Established Business Owner
Business fundamentals 03:

Crafting Your Brand & Competitive Edge

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Course features
  • Level: Beginner
  • Study time: ~2-3 hours

learn how to:

  • Define what makes your business truly different
  • Craft a brand story that connects and builds trust
  • Understand your competitors and spot your advantage
  • Create a unique value proposition that stands out
  • Position your brand clearly in the market
  • Also includes optional AI prompts to assist and accelerate learning
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What's Included

Build a brand that stands out with expert guidance, practical tools, and real-world insights.

This module blends short videos, interactive worksheets and written exercises to help you define what makes your business different.

  • Downloadable resources let you document your learning, compare competitors, and refine your position.
  • Optional AI prompts are included to help you articulate your brand story and sharpen your messaging.

Learn from those who've been there before 

Get inspired by NZ entrepreneurs who’ve built powerful brands with purpose - and learn how they stayed relevant in competitive markets.
You’ll also hear from an IP expert on protecting your competitive edge.

In this module you'll hear from:
  • Helen, co-founder of ŌKU 
  • Wendy, founder of & Again (featured right)
  • Kate, IP professional and founding partner at James & Wells 

Join the conversation

Connect with other entrepreneurs via our discussion board. Share your brand story, test your UVP, and get feedback from like-minded peers.
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★★★★★
So Helpful

I loved the videos from founders, learning from those who've done it before. Also being able to download your thoughts and ideas as PDFs throughout the course is such a bonus!

SUE LODER
Entrepreneur

★★★★★

Thought Provoking

I thoroughly enjoyed this module! Having worked mostly in the corporate sectors, I have never had to think about IP until now. This was very informative.

Whilst I have worked on my branding, these exercises help to re-iterate why our branding is what it is. Such a lot of thought provoking information. Thank you!
RAE MACDONALD
Entrepreneur
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Co-created by

Kate Wightman

Business Growth Advisor & Startup Aotearoa Lead
Kate Wightman is Soda's Startup Aotearoa lead and an experienced business growth advisor, supporting Waikato businesses through the Regional Business Partner programme. With a strong background in startups, venture capital, and technology incubation, Kate is also a co-founder of her own business so understands the unique challenges faced by entrepreneurs. A former elite road cyclist, she also walked the length of New Zealand in 2023, raising $55,000 for gynaecological cancer.
Kate is always happy to chat, so feel free to reach out with questions!
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Co-created by

Dr Fern Kelly-Zander

Innovation Specialist & Programme Manager

Fern Kelly-Zander brings extensive international experience in innovation, strategy, and business development and has been instrumental in leading the creation of this online learning platform.

As the co-founder of Rüdi’s Bakehouse, Fern understands firsthand the challenges faced by founders and small business owners - from launching and scaling a business to navigating funding, strategy, and operations. She is deeply committed to empowering entrepreneurs, helping them turn big ideas into impactful, sustainable businesses.

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