Event 6: What is my brand, and what do I do with it?

How do you send the world the right message about your business? What can you do to define your brand? Do you know what your brand is? Does your branding need a makeover? We asked three Edmonton entrepreneurs to share their insights and tips for successful branding with you. Jeff Archibald of Paper Leaf Design, Alyson Hodson of Zag Creative Group and Jeff McLean of Calder Bateman shared their experiences about building successful brand strategies on September11th at the Edmonton Journal.

Join Capital Ideas to find out how you can be in the audience, as well as  receive event highlights as they become available.

Event Video:
Personal brands and how they’re expressed

Brand vs. Logo

Discovering your brand

Branding examples

Branding mistakes

Branding advice for Capital Ideas

How to fix a damaged brand

Hiring a professional to brand your business

How long does it take to brand yourself?


Alyson Hodson

Company: Zag Creative Group

A founding partner and the director of client services at zag creative group inc., Alyson leads all client initiatives, bringing over a decade of experience to directing client accounts and strengthening both client and supplier relationships. Throughout her career, Alyson has led a variety of high profile and complex accounts including Stollery Children’s Hospital Foundation, Raintree Financial Solutions, Edmonton Oilers, Crystal Glass Canada, David Aplin Recruiting and Caritas Hospitals Foundation Lottery. Alyson holds a management degree in marketing from the University of Lethbridge and is involved with a number of boards. She sits on the Edmonton Chamber of Commerce Board, the Board of the Downtown Business Association and the Jerry Forbes Centre for Community Spirit and has served on the Rotary Club of Edmonton Urban Spirits Board of Directors. In her spare time, Alyson is dedicated to helping the City of Edmonton remain one of the best cities to live and work in to ensure that young entrepreneurs remain in the city to help it prosper.

Jeff Archibald

Company: Paper Leaf Design

Jeff Archibald is a passionate graphic & web designer who spends too much time on the internet. He’s also co-owner of Paper Leaf Design, a small but mighty Edmonton-based design firm that specializes in creating outstanding visual identity systems and websites for small and medium-sized businesses. If he’s not learning, creating, speaking or herding cats, he’s partaking in one of his many other loves: coffee, typography, whisky and the mountains.

Jeff McLean

Company: Calder Bateman Communications

With over 20 years of design and advertising experience at Calder Bateman, Target Marketing and Communications, and DDB, Jeff’s concepts are always connected to the consumer in a meaningful way, resulting in branding campaigns that deliver results.

Jeff has produced a variety of international award-winning and nationally running campaigns. He has worked with a vast diversity of clients including Newfoundland Labrador Tourism, Alberta Children’s Services Prevention of Family Violence, AADAC, Alberta Health and Wellness, Alberta Transportation, Alberta Occupant Restraint Program, Alberta Motor Association, Edmonton Grand Prix, McDonalds, Mission Possible – Traffic Safety Initiative, Christmas Bureau of Edmonton, and the Edmonton Journal.

This past year, Jeff was recognized as one of the top creatives in Alberta in Strategy Magazine’s Creative report cards.