The second edition of BRAND START was an in-person group mentoring program held at PALCO COLLECTIVE every Friday throughout the month of November.
This program was created for entrepreneurs and business owners who have a business idea but don’t know where to start, as well as for those who already have a business up and running but feel the need to structure, clarify, and strengthen it by applying our Branding method.
What motivated us to create this course?
In our daily work with businesses and entrepreneurs across various industries, we’ve noticed a real gap in how many projects are launched—from the initial business or product idea through to their structure, implementation, launch, and market validation.
In this introductory course, we’ve found that many entrepreneurs start out without a solid foundation, without consistency, and without a clear approach. Over time, the accumulation of failures and mistakes can lead to poor investments, frustration, and, in many cases, the premature closure of the business.
Our motivation for this mentoring program is simple: to help entrepreneurs and business owners launch or relaunch their projects with consistency, purpose, and strategy.
We work daily with a wide variety of businesses and brands, each with different visions and levels of maturity. Some are well-structured, with sound management and communication practices; others have potential but need guidance. Our experience and perspective provide valuable insights to help each client build a more solid and successful path forward.
Purpose:
In this training session, we guided participants through every step involved in designing and developing a business: from creating the brand’s story and purpose, through visual identity, product design, and communication materials, to the strategies we apply to the brands we develop.
The mentoring program also featured special guests—professionals from our business network—who enriched the participants’ experience by sharing practical knowledge, inspiration, and a realistic view of the market.
Brand Start Structure: 4 live sessions
The second edition of BRAND START was organized into four sessions. Each session covered a key stage in the creation and development of a brand, from defining its purpose to digital operations and growth.
SESSION 1
The first session began with a key topic: identifying what motivates us to start a business, aligning our life’s purpose with our brand, and understanding the importance of building a personal brand capable of inspiring a community.
Important message from the 1st session
Great ideas and great products, before they reached the market, were conceived and developed over time, and many of them only succeeded after numerous failures.
When we decide to develop a business idea or join a project, it is essential to recognize the obstacles and view them as an opportunity to do things differently and introduce something new to the market.
When we identify a gap in the market, we can turn it into a solution. That’s how Big Ideas are born. Our life experiences are unique, and the way we see the world can be transformed into a creative and authentic vision for a business.
Special guest of this session
Part of this session was devoted to one of the most important topics for any entrepreneur: financial literacy.
Introducing this topic was essential, because we feel that many entrepreneurs start their businesses without considering the financial structure or setting clear goals that would make the project sustainable in the short, medium, and long term.
It was a very informative session, and the mentees responded enthusiastically to the tips and insights shared by João Miguel, an accountant at PALCO and founder of GACIAVE.
SESSION 2
The second session of BRAND START focused on the business idea, the product/service, the target audience, and the competition.
A business idea is more than just a product; it is the embodiment of a vision. It is a deep look into the brand’s core, where its meaning is defined as its essence. It is an ongoing process of reflection that answers fundamental questions:
- Who are we really, beyond what we sell?
- What makes our offering different and unique?
- Why should the market be open to our existence?
In this session, we also discussed brand personality development and its importance for the identity and consistency of the business.
Special guest of this session
@ruiagram, a strategic consultant and expert in entrepreneurship and innovation at SET UP GUIMARÃES, spoke about how to turn ideas into sustainable businesses, offering a practical perspective on innovation, validation, and strategic direction.
SESSION 3
The third session featured a special appearance by António Pinto Leite, a lawyer and business specialist. @antonio__jl discussed the essential legal considerations when starting a business.
Registering a brand name and logo is one of the processes most often overlooked by brands and companies, and it can become a serious problem if not done in a timely manner. The importance of privacy policies and data protection was also discussed, especially for businesses looking to operate in the digital space.
We believe that a good lawyer is a crucial element for any business venture, regardless of its nature.
After António spoke, we began discussing the topics:
- The brand’s voice and visual identity
- Visual content and campaigns
- Physical and sensory experience
Important message of the 3rd session
Just as with the development of a person’s visual identity, a brand also “dresses itself.” By this we mean that every brand should have its own curation and style. This applies not only to clothing brands, but to all types of brands and products on the market.
In curation, everything must be strategically thought out with the intention of generating an emotional response. As a result of this process, the brand’s image is established in accordance with the business’s visual identity and imagery.
The brand gains ground and prominence in the market, and people approve of all the work the brand develops. However, each person creates their own version of the brand, based on their interpretation and perception, thereby giving it meaning.
SESSION 4
The fourth session was devoted to running a digital business, with a focus on:
- Integrated Communication Strategy
- E-commerce Operations
- Financial management and growth
- Customer experience
To strengthen these themes in a practical way, we invited two special guests to share their experiences as case studies.
The first guest was @anaritaolliveira, from the Portuguese brand @guaja.studio, who shared the brand’s creative process and the strategic planning involved in an e-commerce business. Rita highlighted the importance of designing a consistent product, where quality and fit are key differentiators. Transparency in processes and production is also a strong point in the brand’s communication, and the role of the founders has a direct impact on the brand’s image and sales.
The second guest was @imbarbaran, founder of @curiouzofficial and director of the interior design studio @luvangistudio. Bárbara shared her story and explained how her expertise in various fields has helped her strategically position herself in her businesses. She also discussed business strategies, investment, operations, and the vintage market in the context of e-commerce.
Esta última sessão foi um input poderoso para os nossos mentorados. #Vailaefaz!
the founder