Startups learn to build online brand

Startups discover and amplify their brand identities in the increasingly competitive online world for the 3rd and last leg of 2022’s Shell LiveWIRE Virtual Homeroom. Upper row, from left: Serge Bernal, Vice President of Corporate Relations, Pilipinas Shell Petroleum Corporation; and Donna Santos, Head of Marketing and Growth for e-Commerce, Robinsons Land Corporation. Bottom row, from left: Host RJ Ledesma; and Brad Geiser, CEO and Co-founder, GeiserMaclang. | Photograph courtesy of Shell

Creating a unique brand identity in the increasingly saturated online marketplace is challenging for most startups. Finding an identity for a business that is distinct enough for customers to recognize but unique enough to stand on its own is process companies have to go through if they want to be leaders and innovators.

Addressing this need is the 3rd and final leg of 2022’s Shell LiveWIRE Virtual Homeroom. Startup founders, business owners, and entrepreneurs were taught vital lessons on creating their digital identities. Sharing their experiences and knowledge during the event were established industry mentors Brad Geiser, CEO and Co-founder of GeiserMaclang, and Donna Santos, Head of Marketing and Growth for e-Commerce of Robinsons Land Corporation.

Serge Bernal, Pilipinas Shell Petroleum Corporation vice president of Corporate Relations, gave an overview of the company’s mission and how Shell supports the program participants. He said, “Guided by our mission in nation-building, Pilipinas Shell Petroleum Corporation has been actively supporting the country’s startups and budding entrepreneurs in developing their businesses through Shell LiveWIRE.

“Through this program, Shell helps Filipinos turn their ideas into viable and sustainable businesses. In addition to providing expertise, Shell LiveWIRE may provide additional capital for either startup or expansion purposes, as well as an opportunity to be integrated into the Shell Value Chain,” Bernal added.

Don’t neglect to brand

A global enterprise development program, Shell LiveWIRE is offered in 15 countries to selected new enterprises to help them strengthen their systems, sharpen their competencies, and give them a chance to become part of the Shell Value Chain.


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