Balancing act: Brand building strategies at Studio North’s breakthrough breakfast

At Studio North, we know the challenges business leaders face when balancing the drive for short-term sales growth with the necessity for long-term brand development. It’s why we launched our first “Breakthrough Breakfast,” in partnership with media agency Space and Time. Held in a unique and intimate venue, our breakfast gathering brought together nine senior leaders for candid conversations about brand strategy, business growth, and practical solutions for balancing the pressures of immediate results with sustained brand development.

An inspiring morning, unique venue

The venue itself was a reflection of the kind of event we wanted to create—different from the usual corporate setting. Tucked away on a side street in Ancoats, this independent space is a plant shop by day and a natural wine bar by night. For those who know, it’s a gem in Manchester’s city centre. The cosy atmosphere fostered genuine connection and encouraged open discussion, far from the usual corporate formality.

A bespoke menu crafted by a talented chef set the scene perfectly, with the delicious food elevating the experience beyond a standard networking event. It was a breakfast to remember, with food that matched the level of conversation and insight on offer.

Conversations that matter: Key themes

1. Balancing short-term growth with long-term brand building

The tension between immediate sales growth and long-term brand building is a common dilemma for many businesses. While sales campaigns can deliver rapid results, they often lack sustainability without a solid brand strategy underpinning them.

One of our guests shared that they found the event to be “exceptionally well-organised and insightful,” appreciating the interactive discussions that sparked new ideas and conversations. By sharing real-world challenges, the group discussed strategies for aligning short-term sales goals with a wider brand vision that can fuel sustainable growth over time.

2. Maintaining consistency across multiple channels

As businesses expand their presence across digital, social, and traditional media, consistency in messaging is more crucial than ever. Fragmented messaging risks diluting the brand’s identity and impact.

Our discussions explored best practices for achieving a unified brand experience across channels, touching on the importance of coherence in narrative and ensuring that every brand touchpoint reinforces the company’s values and objectives.

The event’s atmosphere and discussions resonated strongly with our attendees, as captured by their feedback:

“The quality of conversation, the depth of expertise, and the feeling of collaborating through knowledge sharing were standout elements. Would have been good to bottle up Andy’s insight as a takeaway.”
Jermemy Campbell, Chief Growth Officer, Stonbury

We were delighted that the event facilitated not just learning but real connections. Our guests found value in the shared perspectives on how to balance the urgency of short-term sales with the need to build a brand that stands the test of time.

“Yes, I gained new insights into strategies for balancing short-term growth with long-term brand building,” said Hollie-Mae Bickerstaff, Members Relationship Manager, ABCUL. “The key takeaway for me was the critical importance of a strong brand identity as the foundation for any growth strategy.”

Key takeaways and lessons

The morning’s discussions highlighted several important considerations for leaders to take back to their teams:

Brand and marketing as fistinct, yet linked: The distinction between branding and marketing was a key takeaway. Marketing focuses on driving immediate product sales and awareness, while brand-building is about shaping the company’s identity and values, providing the foundation for long-term success.

Dual-focused marketing strategy: Balance your marketing efforts between short-term tactics and long-term strategy. Short-term tactics should be data-driven and optimised for quick returns, like promotions and performance advertising. Meanwhile, develop a clear brand vision that guides all marketing, including values, mission, and value proposition, supported by storytelling, content marketing, and consistent messaging.

Balanced budget allocation: Allocate your marketing budget to effectively support both brand-building and short-term activation. A common guideline is the 60/40 rule—60% of the budget for brand-building activities like content creation and sponsorships, and 40% for performance marketing and tactical campaigns.

Securing board buy-in: One of the challenges raised was the need to secure board-level support for brand development, recognising that the brand is not just a marketing cost but a strategic asset that can drive business performance.

Ensure consistent customer experience: Every interaction with your brand, whether through a short-term promotion or a long-term branding campaign, should provide a consistent and positive customer experience. Tactical campaigns must align with the brand’s voice and promise to ensure they don’t dilute the brand experience.

A memorable start to the series

Our first “Breakthrough Breakfast” was a fresh take on the corporate event, offering an experience that was engaging, collaborative, and, above all, inspiring. The combination of stimulating discussion, a beautifully curated venue, and exceptional food created a relaxed environment for honest dialogue and meaningful connections.

We’re grateful to our guests for their insights, energy, and open-mindedness in exploring new ideas and challenges with us. As one attendee summed it up, “Thanks for the session, and the connections.” This event set the stage for what we aim to be a continuing series of breakthrough conversations that will help business leaders tackle the evolving complexities of brand development. We look forward to seeing where the next breakfast takes us!

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