How To Build A Brand That Resonates And Do So On A Budget Without All The Unnecessary Jargon
Oct 18th | 9AM - 2PM
In this live and interactive workshop, we’ll walk you through the exact framework we’ve created, based on experience, to take businesses from “just a name and a logo” to something people recognize, remember, and recommend.
And our Brand Signal Method is just that, a framework — not a bunch of vague concepts about what a brand feels like. In it, you’ll learn how to uncover your business’s core identity, communicate it visually and verbally, and live it across every customer interaction.
As well, we’ll also be showing you exactly what to ask for (and push back on) during the logo design process, using a set of live critiques and past client examples. No more crossing your fingers and hoping your designer “gets it.”
So if you're tired of having a business that looks and sounds like everyone else’s, this is where your real brand begins.
Student who took another of Jason’s courses
Ayesha Morris
Non-profit Organizer
I thought it might be very, maybe a little academic or, very numbers heavy. I wasn't sure from the perspective of someone who hasn't really taken business courses before, if it would be digestible for me, and I found that it was.
Take A Look At What You’ll Be Getting By Reading Below
01
The Brand Illusion: What Everyone Thinks It Is (And What It Really Might Be)
If you’ve ever thought a brand was your logo, your colours, your business name — you’re not alone. That’s what most people think. And that’s the problem.
Because if branding is just aesthetics, why do some of the most beautiful websites feel forgettable? Why do some logos look good — but say nothing?
It’s because visuals alone don’t carry meaning. Without a deeper emotional thread, even the prettiest brand is just a silent picture.
In this first section, we’re going to be giving you a new way of thinking. One that views your brand not as the face of your business, but as its voice — the consistent, emotional through-line between what you stand for and what someone feels when they encounter you.
It’s not about looking different. It’s about being unforgettable.
02
Before the Logo, the Questions No One Asks
Before you start dreaming of logos, colours, or catchy names, there are four questions you're supposed to answer. You’ve probably heard them before — and maybe you’ve even tried answering them.
But here’s the uncomfortable truth: most people answer them in ways that sound nice, but mean very little. And because of that, everything built on top of those answers feels a little hollow… even when they're catchy and roll off your tongue.
In this section, we won’t just tell you what the questions are. We’ll show you why shallow answers kill powerful brands before they’re born, and how to begin unearthing meaning you didn’t know your idea was hiding.
Don’t expect clarity to hit you all at once though. For many, it takes a few scenes. But once it hits — whether in this section, during the case study, or as we walk through a brand in motion — you’ll feel it.
And once you feel it, you’ll know what you’ve been missing all along.
03
Inside IYADA: The Anatomy of a Brand Built From Scratch
What happens when we take the very process you're learning and apply it to a real business idea?
You get IYADA — a fully fleshed-out brand concept, from idea to identity. In this exclusive case study of an "almost brand", we’ll walk you through:
- The original business idea
- How we answered the four foundation questions
- The identity brief we created
- And how all of it showed up in the final brand
You’ll see what alignment looks like — and how to think through your own brand in the same way.
04
How to Talk to a Designer Without Sounding Like You're Out of Your Depth
Ever tried to tell a designer what you wanted… and ended up with something that looked like clipart from 1998?
In this section, we show you how to critique logos like a pro — even if you don’t know a thing about design.
Some of the highlights of what you’ll learn are as follows:
- What to look for in a good logo
- How to express what’s not working
- How to avoid getting clichéd designs (unless that’s your thing)
- And how to navigate designer egos without folding
Best of all? You’ll get to see real design examples and critique them yourself — before you ever pay a cent for your own.
05
Living the Brand: When It Stops Being a Name and Starts Becoming a Feeling
In this part of the course, we take you deep inside a brand that wasn’t just designed — it was lived.
It began as an idea. Became a space. Then something strange happened.
People started talking about it like it was a place they escaped to. Not just a night out. Not just a show. Something more.
They said things like, “When I’m here, I don’t feel like I’m in Tobago.”
And all of it — the emotional memory, the rituals, the atmosphere — was built using brand principles you’ll come to understand over the course of this workshop.
This isn’t just a case study. It’s a lived example of what happens when you commit to the branding experience in full. And when you do, your brand becomes embodied instead of explained, and that leads to its own kind of magic.
And then you no longer have to sell it. They feel it. They find it. And they want in.
06
Protecting the Mark: When Your Brand Gets Stolen
When people think of brand protection, they often think of legal teams, registered trademarks, and courtrooms. But for small businesses, the reality is different.
In this section, we tell the true story of a local brand whose visual identity was stolen. But there was no lawyer. No trademark. No budget for a legal fight.
And yet — they got their brand back.
Because what they did have was proof; a trail of consistent use and a public presence. And the kind of clarity and commitment that made it obvious who the original brand belonged to.
We can guarantee that you'll leave this session unafraid. But even more important is that you’ll leave focused.
Because the best protection isn’t fear of being copied. It’s being so clear, so consistent, and so memorable — that even if someone steals your look, they can’t steal your reputation.
And yes, we will get into what it truly takes to have thorough formal protection, but we’ll also show you something better: how to build a brand that’s worth stealing... and too powerful to mistake.
Student who took another of Jason’s courses
Mistah Shak
Calypsonian/Songwriter
What impressed me the most is how practical it is... it breaks down what seems to be complex calculations... it breaks it down and simplifies it in a way makes it so practical... that you can see the result in the... moment of doing in it.
The Brand Building Masterclass At A Glance
22 Lessons (Approx. 5 hours)
Welcome & Intro
Module 1: What A Brand Isn’t
Lesson 1
Let’s Get Controversial
Lesson 2
Let’s Sell Your Company
Module 2: What Is A Brand?
Lesson 1
Their Definitions
Lesson 2
Our Definition
Module 3: The Foundations Of Your Brand
Lesson 1
The Four Questions
Lesson 2
The Four Answers
Module 4: IYADA, a Case Study
Lesson 1
IYADA Answers The Four Questions
Lesson 2
The Result
Module 5: The Logo Design Process
Lesson 1
Finding a Designer
Lesson 2
Articulating What You Want
Lesson 3
What To Look Our For
Lesson 4
Critiquing What You Get
Module 6: Your Turn
Lesson 1
Your Answers To The Four Questions
Lesson 2
Your Result
Module 7: Living The Brand: A Case Study
Lesson 1
How We Went About Choosing How To Live
Lesson 2
What It Looked Like
Lesson 3
How We Knew It Was Working
Lesson 4
How We Defended Our Lifestyle
Module 8: A Word On Protecting Your Mark
Lesson 1
Who Stole From Whom
Lesson 2
How They Got It Back
Lesson 3
The Minor Lessons
Lesson 4
The Major Lesson
Q&A, A Brand Discussion
Meet Your Instructor
Jason Arthur
President, Jason Arthur Consulting
Customer rating of
Jason Arthur is a digital marketing consultant who designs marketing plans for small businesses, teaches the fundamentals of entrepreneurship through his online membership site and live workshops, as well as lectures at universities and other spaces on the small business experience in the Caribbean.
With respect to his courses and workshops in particular, whenever he puts them on, they garner rave reviews and he expects your experience to be no different if you attend this workshop.
What People Have Said About Other Courses By Jason
So if you take part in the course, you'll realize from early o'clock, like 15 minutes into the course, that... yo! you really was doing things wrong.
Electrician
What impressed me the most is how practical it is... it breaks down what seems to be complex calculations... it breaks it down and simplifies it in a way makes it so practical... that you can see the result in the... moment of doing in it...
The calculator is telling you, how you are misguided in the way that you are pricing things.
Calypsonian/Songwriter
...that's what the course provided... it gave you that scientific way of pricing... this methodological way of doing things and not just, okay, I see X company selling for this, or Y company selling for this, and I'm just going to do an average, and smack myself in the middle... So it gave that specific...about how we really go about pricing...
Ice cream connoisseur
Jason's course is a breath of fresh air in... a space and place where everybody is undervaluing each other. And it's good to be in a space where there are lots of people who know, or some who didn't know, how much they were undervaluing and are willing and ready to make the changes necessary to stop doing that.
Communications Specialist
Before I would have been "Okay, what's your budget? All right I'll work for that". And you end up putting out way more than what they pay.
Now when they ask, I was able to... say what my price was, and I wasn't nervous in the sense of them saying, "Well, that's too expensive, we can't afford it". It's either you take it or you don't.
Creative Director
It has made a significant difference. It's amazing. My approach is now very scientific, very clear-cut. The methodology of pricing is absolutely clear to me.
Sure I need to workout some things, but the guidelines were excellent. I know how to charge and so I am going to charge people now.
Writing Consultant
It gave me more courage. It gave me more courage to say, this is my price, and I know why it's my price.
The Writing Lab (Owner)
Register for Another of the Chamber’s Customary FREE Debut Editions
FAQs
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Do I need to walk with anything if I decide to attend your training?
Yes. You will need a computer to be able to participate in this training. Preferably a laptop.
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When and where will the course be delivered?
This course will be held on Saturday, October 18th from 9AM to 2PM at the Chamber’s office.
Our address is Trinidad and Tobago Chamber of Industry and Commerce, Tobago Division, 2nd Floor ANSA McAL Building, Milford Road, Scarborough.
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Is this workshop right for my business?
If you have a small business and have been trying to figure out how you should go about creating a brand or are just interested in understanding the concept, this workshop will take you to the point where you walk away with a brand idea, fully fleshed-out, in your pocket. If the idea of this resonates with you, then yes, this workshop is definitely the right fit.
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Why is this course FREE and is there a catch?
Whenever Mr. Arthur launches a new course or workshop under the Chamber's banner, he does the first one FREE. And this workshop is no different, so count yourself lucky. Having said that, if there were a catch, it is that if at the end of your time with us, you find that this workshop was useful, we expect you to give us an enthusiastic testimonial.
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Will this course be offered for FREE again?
Unfortunately not.