As part of the project ‘Finance for New Generations’, organized by the Croatian Banking Association throughout the year with the support of the European Investment Bank, the tenth of thirteen planned workshops for educating young beginner entrepreneurs was held.
On Monday, October 7, we were once again joined by Kristina Ercegović, founder of the portal mojnovac.hr and Women and Money VIP Club, a serial entrepreneur, author of six books on money and entrepreneurship, and a facilitator of systemic constellations. Kristina spoke to attendees about how to build a brand.
—
—
She explained that a brand represents the way customers perceive our business and us personally. She quoted Jeff Bezos, founder of Amazon.com: – A brand is what people say about you when you are not present. –
Kristina outlined the steps in building a brand and emphasized the importance of branding, noting that as much as 59% of consumers, according to a Nielsen study, prefer to buy new products from well-known brands.
Building a brand has proven crucial for small entrepreneurs, providing them with the opportunity to stand out among large competitors, ensuring greater sales, growth, and profit. Greater customer trust results in a higher chance of purchase, recommendations, long-term relationships, and positive reviews. Kristina emphasized that consistency in communication and the experience we provide to customers is key to successful branding.
Finally, she reflected on the importance of sustainable business, highlighting that many companies recognize trends showing that it is possible to operate profitably while simultaneously addressing environmental and social issues.
The next workshop will be held on October 28 on the topic of how a bank can help a young entrepreneur and be a partner in business development.
