自發項目：
品牌建構講座

｜社會目的：導引社創項目的品牌發展
｜受惠群體：殘疾創意夥伴＋夢創成真夥伴
｜項目類型：講座
｜規模：2小時＋3節＋即時手語傳譯＋備課100小時
｜資金：自資港幣肆仟貳佰元（場地免租）
｜投入：資金＋智識財＋勞力
｜狀況：2022年舉辦一次，隨時可開另一課

Initiative: Branding Talk

｜Purpose: Inspire the development of social innovations
｜Beneficiary: Creatives with Disabilities & partners of Dream Impact
｜Typology: Crash course
｜Scale: 2 hours long in 3 sessions, with live HK sign language translation & 100-hour preparation
｜Fund: Self-funded HK$4,200 (rent waived)
｜Input: Fund, knowledge & sweat
｜Status: Held once in 2022, and ready to run again anytime

Pain Points of Social Entrepreneurs: :

People are largely unfamiliar with brand building or branding, only understanding that acquiring a trademark and using it constitutes the entire process.
Most social entrepreneurs mistakenly believe the views of mainstream "mentors," harbouring significant misunderstandings about the urgency and scale of branding, with some even believing that such overly commercial measures as branding are unnecessary.
While outsiders cannot control how social entrepreneurs treat their own organisations' brand image, they cannot deny or disrespect the brand image of other collaborating organisations or companies.

社創家的痛點 : :

人們都對品牌建構非常陌生，只懂得需要一個商標及應用它，便是整個品牌建構的程序；
大部分社創家誤信主流『導師』的見解，對建立品牌的緩急或規模有極大的誤解，有些更覺得不需要品牌這些太商業化的舉措；
社創家們怎樣對待自家機構的品牌形象，外人沒法阻止，但不能否定其他合作機構或企業的品牌形象，甚至不尊重。

舒緩方案 : :

透過免費講座，鼓勵參與，希望觀眾能反思，正確對待正確舉措；
同時，邀請殘疾設計師參與，並備有即時手語譒譯；
我們的設計總監擔任講者，以經驗與知識提出要點，並列舉世界上的成功與失敗的案例，讓觀眾能分析自家品牌的缺失；
錄影整個講座，加插手語繙譯後，放上互聯網播放。

Relief Solution : :

Through free lectures, we encourage participation and hope that attendees will reflect on their experiences and take appropriate actions to their brands.
We also invite designers with disabilities to participate, with real-time sign language interpretation provided.
Our design director will serve as the speaker, sharing key points based on experience and knowledge, and citing successful and unsuccessful examples from around the world to help attendees analyse their own brand's shortcomings.
The entire lecture will be recorded, with sign language translation added, and then uploaded to the internet for online streaming.

2208-MZM-1288-talk poster — 社交媒體帖｜Social Media Post

現場即時手語傳譯｜Live HK sign language translation

課程間之休息時段備有飲料及龍鬚糖侍候｜Break between sessions, serving refreshments

為此活動特別從新貼上自家設計招紙的飲料｜Refreshment wrapped with our designed label specific for this event

講座名稱：《我們的：速食講品牌》

(Translation: Name of the talk: “Ours: Fast Bingeing on Branding”)

第一節 First Session

【社創品牌建構之星級速食】

(Translation: “Social Innovation Brand Building: Star-rated Fast Bingeing”)

Branding，一個既似方程式、又像很深奧的洋學，好比三星奇廚的份子料理，聽完似明非明。坊間有大量有關 branding 的迷思—— 例如「logo 即是品牌」、「品牌設計是企業與設計師的把戲」等。事實上，branding 理論雖伸延廣，祇要明瞭箇中邏輯，運用易如小菜一碟。

(Translation: Branding, a concept that resembles both an equation and a profound Western academic discipline, is like a three-Michelin-starred chef's recipe—it's often left unclear. Many misconceptions exist about branding—such as "a logo is a brand" or "brand design is just a trick between companies and designers." In reality, while branding theory is broad, once you understand its underlying logic, its application is remarkably simple.)

課程摘要 Course Presentation

第二節 Second Session

【空想示範：豬肉檔如何建立社創品牌】

(Translation: “A Visionary Example: How a Pork Stall Can Build a Socially-Driven Brand”

為更快消化如何建構品牌的方法，藉著一個假想出來的「豬肉檔」，從無到有，使用一個獨門設思維式步驟，設定出社會創新的項目，繼而創建具社會目的而且堅實的「豬肉檔」副線生意。此速食式講座借用這個虛擬案例，一氣呵成，由概念到品牌建構，建立一個可持續發展的社創品牌。

(Translation: To expedite the process of brand building, this workshop uses a hypothetical "pork stall" as a case study. It guides participants through a unique, mind-driven approach to creating a socially innovative project and subsequently building a socially responsible and robust "pork stall" sub-business. This intensive workshop leverages this virtual case study to seamlessly integrate concept and brand building, establishing a sustainable socially innovative brand.)

第三節 Third Session

【加時專題：速食式導讀SDG識別使用手冊】

(Translation: “Extended Special Feature: Quick Guide to SDG Identity User Manual”)

若然不當使用可持續發展目標 S.D.G.視覺識別，尷尬事情隨時出現，尤其與外國企業商談合作，「不專業的感覺」隨時拖垮洽談。不過，世上總有很多人對做事的細節覺得無傷大雅，雖思維細密、說話動聽，卻做事粗疏。

(Translation: Improper use of Sustainable Development Goals (SDGs) visual identity can lead to embarrassing situations, especially when negotiating collaborations with foreign companies, where an "unprofessional impression" can easily derail negotiations. However, there are always many people in the world who think that the details of doing things are harmless; they may be meticulous in their thinking and eloquent in their speech, but careless in their actions.)

原載平台 Video Hosting Platform：無私塾・美學系123 In Aestheics｜設計美學廣東話分享 YouTube頻道＠ PrivateClassroomMS