Tuoi Tre Start-up Award 2024: To build a brand that the whole world wants to use

The talkshow 'Building a brand from the starting line' within the framework of Tuoi Tre Start-up Award 2024 brings both practical and inspirational shares about starting a business for young start-ups and young people who want to start a business.

The speakers of the Talkshow Building a brand from scratch are entrepreneurs, people with a lot of practical experience in starting a business as well as building a startup support ecosystem - Photo: QUANG DINH

Attending the talk show are start-up faces of the Tuoi Tre Start-up Award program - young people who are looking for a place for their brand with many challenges to overcome.

Start-ups must be dedicated, devoted, and devoted.

A big question that Mr. Nguyen Quoc Ky - Chairman of Vietravel's Board of Directors, raised is also something that makes him worry: "We have innovated since 1986 but after 38 years there is still no brand that the whole world uses.

It took South Korea 30 years, and China 18 years after innovation to have a global product. The time to build a multinational product is getting shorter and shorter, but after 38 years we still do not have such a product," said Mr. Ky.

Businessman Nguyen Quoc Ky - Chairman of the Board of Directors of Vietravel, shares with young startups - Photo: QUANG DINH

As a businessman who has spent 30 years building the Viettravel brand - considered a leading name in the tourism and travel industry, he believes that building a brand with a foothold in the market is a difficult task.

"A professor I once studied with said that if in a year more than 1 million students graduate from high school, then there will be several hundred thousand entering university.

After 10 years the number of professors may reach several thousand but to have a single entrepreneur may be no one.

That means building a brand is not easy. It requires dedication, devotion, and effort to reach the destination," Mr. Ky shared.

Taking the story of building the brand of Viettravel, Mr. Ky thinks that young people should choose a business philosophy, have a clear philosophy in business orientation to avoid getting lost.

At the same time, we must carefully evaluate, look at trends, gaps in the market, and social needs to position the business's path.

He also used the Tuoi Tre Start-up Award program as an example of finding new trends in society.

"Tuoi Tre newspaper's program has gone into hot global areas such as recycling, emission reduction, and building a green society. This is a real revolution that young people can take advantage of to start a business, but they need to choose and evaluate correctly based on their own abilities."

Talkshow Building a brand from scratch is an opportunity for young start-ups to connect and learn from experts and investment funds - Photo: QUANG DINH

Need to create a comprehensive branding manual from the beginning

Having traveled with large enterprises in Vietnam and supported brand building for startups, Mr. Nguyen Tien Huy - General Director of Pencil Group, General Director of Vietnam Legacy Branding Center - commented that building a brand is like planting a tree, it requires a solid foundation (building from the root) and a long-term vision.

According to Mr. Huy, when starting a business, startups will find that branding is a communication tool with all stakeholders, not just for consumers or partners.

The story of brand building lies in internal communication, daily communication, social media content, and the founder's personal content.

Mr. Huy said that businesses need to create a systematic brand building manual right from the start.

Many businesses spend a lot of money on repositioning their brands, until they have to tear it down and rebuild it. At that point, if the business model is related to manufacturing, tearing it down and rebuilding it will be very expensive and difficult.

Mr. Nguyen Tien Huy - General Director of Pencil Group, General Director of Vietnam Legacy Branding Center

Mr. Nguyen Tien Huy - General Director of Pencil Group, General Director of Vietnam Legacy Branding Center shares about experience in brand building - Photo: QUANG DINH

At the event, Mr. Huy introduced the brand tree model including the base, trunk and canopy. This is considered a brand building tool that brings value to the business.

He said that building a brand from the starting line but must develop sustainably.

But to develop sustainably like a tree, the roots must be deep in the ground to be able to withstand storms.

Sharing the view from a retail business, Mr. Nguyen Ngoc Thang, Deputy General Director of the Ho Chi Minh City Union of Trading Cooperatives ( Saigon Co.op ), said that with the goal of serving Vietnamese people and creating strength for the market with Vietnamese businesses, this unit always welcomes and welcomes start-up products.

"It is important that start-up products have a difference in the market, be innovative, creative, community-oriented, reach consumers with quality and image, bring value and personality to the start-up," said Mr. Thang.

He said that bringing goods to Saigon Co.op is the starting point, but to stand firm requires that business to always improve every day. "We always support young start-ups to bring goods closer to consumers."

With nearly 15 years of experience in supporting youth startups, and having worked with thousands of startups, Ms. Le Thi Tuong Vy - Deputy Director of the Youth Startup Support Center (BSSC) - said that since the beginning of its establishment, BSSC has defined and clearly defined its model as well as built its brand more than 14 years ago, when it was just a startup.

According to Ms. Vy, building a brand right from the start will help businesses go in the right direction, as well as be able to persevere and persevere in following the determined direction.

Understanding that many young startups will have many worries and need support during the implementation process, in addition to lending young startups their brand to create prestige, BSSC has organized many programs to connect startups together to create brands in the initial journey, so that young entrepreneurs have the opportunity to build brands with businesses that already have a name in the market.

Ms. Vy also commented that currently, start-ups have gradually changed in positioning and building their brands from the beginning.

Putting sustainable development goals first

Accompanying the startups of Tuoi Tre Start-up Award 2024 throughout the 2 months of the competition, Mr. Pham Phu Ngoc Trai - Chairman of PRO Vietnam Packaging Recycling Alliance, gave many words of encouragement to the startups.

He said that each start-up brings a unique and inspiring idea, from green manufacturing and transportation solutions, innovative recycled products, to sustainable technology platforms.

Mr. Pham Phu Ngoc Trai - Chairman of PRO Vietnam Packaging Recycling Alliance, has accompanied Tuoi Tre Start-up Award throughout 5 seasons of this program - Photo: QUANG DINH

During the judging process, the members of the professional council clearly saw the tireless efforts of the young people - from sustainable agricultural projects such as SATY Rice Farms, the HUB agricultural platform, to technologies such as EcoTruck and VOXCool, or innovative products from recycled materials of Plastic Brick and AirX Carbon.

"Each initiative has its own mark, demonstrating the pioneering spirit and vision of the founders. We are deeply grateful for the dedication and passion of each start-up.

You have proven that success is not only about economic value, but also about sustainable values ​​and the positive impacts you bring to the community and the environment.

Your presence is strong proof that the young generation of Vietnam is making practical contributions to the mission of building a green and peaceful future for the country," Mr. Trai shared.

Talkshow Building a brand from the starting line has the participation of many young people interested in the field of startups - Photo: QUANG DINH

At the same time, he also expressed his belief that with the support of the community, green initiatives will continue to reach further and contribute to changing society in a more sustainable direction as well as inspiring and motivating many other young people to embark on the path of entrepreneurship, with a sense of responsibility, creativity and dedication to a green future.

Main activities in Green Vietnam Festival

Green Vietnam

Source: https://tuoitre.vn/tuoi-tre-start-up-award-2024-de-xay-dung-thuong-hieu-ma-ca-the-gioi-muon-dung-2024111012111404.htm