Make Your Brand Visible: Our Webinar for Entrepreneurs with Teknopark Ankara

On September 3, 2026, together with Teknopark Ankara, we held a business webinar for entrepreneurs titled “Make Your Brand Visible: The Road from Start-up to Growth”. In the 90-minute session led by Edda Creative founder Eda van Dijk, we focused on practice rather than theory. Every participant left with three concrete outputs for their own brand: a one-sentence positioning statement, a four-week publishing calendar and three numbers to track.

Our starting point: the problem is visibility, not the product

The webinar rested on one assumption: your product is good. The problem is not the product; it is that, in a market that does not know you, your product never even makes it into the comparison. Many start-ups with strong products still depend on tenders, referrals and luck, and start every sales conversation by explaining themselves from scratch.

So the first part was about what a brand is not. A brand is not a logo, colours, a business card or a slogan. A brand is the sentence people say about you when you are not in the room. Identity can be solved in days. Positioning, meaning the moment of need in which people think of you, takes years to settle. Visibility is felt within a few months once there is a system.

The visibility equation: Clarity × Repetition × Right channel

We treated visibility as a multiplication, not an addition. If one of the three factors is zero, the result is zero:

• Clarity: Is it clear what you sell? Thousands of followers who do not know what you do means applause without demand.
• Repetition: How often are you visible? One brilliant post followed by months of silence ends in being forgotten.
• Right channel: Is your buyer there? The right message in the wrong room does not bring results.

Participants scored their own situation with a short six-question visibility test. It covered everything from whether you can explain what you do in one jargon-free sentence to whether you know how your last client found you.

Positioning: one sentence

The second part focused on clarity, the multiplier of visibility. Together with participants, we filled in this formula:

For [who], a [category] that solves [which concrete problem] [how]. The difference from alternatives: [one concrete difference + a number].

The rules were simple: a maximum of 25 words, no jargon (“innovative”, “end-to-end” and “360 degrees” were banned), at least one number and the customer’s own words. Then we tested each sentence with three questions. Could your competitor say the same sentence? Could your customer explain it in their own words? Who does this sentence leave out? Positioning is a choice, and a choice requires saying no.

A visibility system: structure, not inspiration

In the third part, we built a structure that does not leave content to inspiration:

• The three-channel rule: 70% of the effort goes to the main channel where the buyer already is, 20% to a support channel where content is reused, and 10% to a channel you own, such as an email list or website.
• The content engine: Four pillars, namely problem, proof, process and people, and a rhythm of around 13 pieces of content a month.
• One conversation, five pieces of content: The first sentence, questions, objections, numbers and words a client uses in a meeting are ready-made content.
• The anatomy of a post: Hook, context, concrete detail, lesson and invitation, in 120–200 words.

Participants left with a four-week calendar of two posts a week.

From start-up to growth

The final part covered what to measure. Likes are not a metric. The three numbers to track are visibility, trust and demand. Visibility moves in the first weeks and trust in weeks 6–10. Demand, the real scorecard, should be judged after the third month. We also discussed why ad budgets only make sense once these foundations are in place, and how to plan the move from a founder brand to a company brand.

We can tailor this programme for your team

We adapt the “Make Your Brand Visible” programme for organisations, incubators and company teams. Every part, from positioning to the content system, can be shaped around your team’s sector and goals. See our Education & Workshops page for details, or get in touch.

Thank you to Teknopark Ankara for making this webinar possible, and to all participants who contributed their questions, sentences and calendars to the session.