On June 18th, 2026 we welcomed founders, marketers and scale-up teams to the WWM studio for Scale-Up Branding: Build a Brand People Want. It was an afternoon dedicated to exploring one question that's top of mind for many growing businesses: how do you build a brand that people genuinely choose?

Diana Goderich opened the afternoon with a presentation of WWM's 7 Honest Truths About Scale-Up Branding. Rather than focusing on the latest marketing trends or quick wins, she challenged some of the common assumptions around branding and explored what it really takes to build a brand that supports long-term growth.

Despite the summer heat, the discussion continued over lunch as attendees connected with one another, reflected on the ideas from the session and shared the branding challenges they encounter as their businesses scale.

One idea, in particular, resonated throughout the room:

The strongest brands create want. Not just awareness.

It's easy to measure visibility. It's much harder (and far more valuable) to build a brand that people actively seek out, believe in and remember. For scale-ups, that shift can make all the difference. A strong brand doesn't just help you attract customers; it helps you attract the right talent, build trust with investors and create lasting preference in increasingly competitive markets.

The presentation was followed by an interactive Q&A. The discussion touched on everything from brand positioning and differentiation to creating demand in increasingly competitive markets.

A big thank you to everyone who joined us and helped make the event such an engaging afternoon. We loved hearing your experiences and hope you left with a few new ideas, and perhaps a different way of thinking about branding.

If you're currently growing a scale-up and wondering how your brand can become a genuine driver of growth, we'd love to continue the conversation.

In the meantime, you can explore the ideas from the session in more detail by downloading our free Scale-Up Branding eBook here: https://ebook.wewantmore.studio/scale-up-branding