Founder Labs: Brand Strategy

💬 Build a Brand People Understand & Remember

About the Session

Many founders know exactly what their business does, but struggle to communicate it in a way that is clear, distinctive, and easy to remember.

The result is often a brand that says too much, sounds like everyone else, or relies on the founder to explain what the business actually does.

This isn't a session about finding the perfect slogan or choosing a prettier color palette.

It's about building a brand that helps the right people understand your business more quickly, remember it more easily, and see why it's relevant to them.

Through practical exercises and examples, we'll explore how your audience, positioning, messaging, and brand come together, and how to apply them consistently across your business.

What We’ll Talk About

👥 Choosing your audience: Defining your ideal customer and why trying to speak to everyone can make your brand less relevant

🎯 Positioning & messaging: Identifying the idea, problem, or outcome you want your brand to be known for

💬 Building your brand story: Using personality and storytelling to make your brand more distinctive and memorable

🚫 Common branding mistakes: Following trends, lacking consistency, and treating branding as just visuals

📱 Applying your brand: Creating consistency across your website, content, sales conversations, and partnerships

Limited spots to keep the session interactive.

About the Guest

Lorena Chan is the Founder of arc ana, a brand design studio helping women-led businesses turn their ideas, expertise, and ambition into clear, distinctive brands.

With a background in Chemical Engineering and management consulting, Lorena brings a structured, analytical approach to brand design. Her work looks beyond visual identity to how positioning, messaging, design, websites, and customer experience work together to help businesses communicate clearly and grow consistently.

Today, she works with women-led businesses to build brands that can stand confidently alongside larger competitors, create stronger opportunities and partnerships, and support the next stage of their growth.

About entR

Entrepreneurship Roundtable (entR) is a private community for women founders and aspiring founders, created for real conversations about building businesses without the pitching or selling. Each session focuses on a single theme, from fundraising and negotiation to scaling and exits.

Founded by Tina Law and Emily Ho, entR was born from a shared desire to create a safe, honest space for women to connect, exchange lessons, and grow alongside one another.

Venue Sponsored By

Klipy and the Hive

Event Guidelines

Admission: This event is by approval only. Approved guests will receive a confirmation email and calendar invite. Invitations are non-transferable.

Attendance commitment: Spots are limited to keep events conversational. Approved guests are expected to attend. If you can no longer attend, cancel your registration as early as possible so the spot can be offered to someone on the waitlist.

Multiple no-shows or repeated late cancellations may result in removal from future events or a temporary ban.

Respect and conduct: Attendees must follow all community and venue rules. Respectful and professional behavior is required at all times. Harassment, discrimination, unwelcome advances, intimidation, or inappropriate recording will not be tolerated.

If you experience or witness a violation, please notify the event host immediately. Violations may result in removal from the event and exclusion from future invitations.

Community values: No pitching, hard selling, or unsolicited promotion. Respect the privacy and confidentiality of fellow participants.

Safety and liability: Participation is voluntary and at your own risk. Organizers, sponsors, and venues assume no liability for injury, lost or stolen belongings, or damages.

Media: By attending, you consent to being photographed, filmed, or recorded for promotional and marketing purposes.

Communications: By registering, you agree to receive event-related updates. You may unsubscribe at any time.