KEC’s Brandcamp helps founders find their voice
The Knoxville Entrepreneur Center hosted a brandcamp for local entrepreneurs to better understand their brand identity, as they begin to scale.
There are countless moving parts to consider when starting a business – perfecting the product or service, setting up accounting software, launching a website, navigating legal paperwork, and meeting with advisors. But amidst the whirlwind of logistics, one vital element often gets overlooked: branding.
After all, if no one knows your business exists, how will you attract customers?
The Knoxville Entrepreneur Center (KEC) tackles this challenge head-on through Brandcamp, its signature branding accelerator offered twice a year. Designed for early-stage entrepreneurs and growth-stage startups alike, Brandcamp focuses on helping founders develop and refine how they present themselves to the world.
“Branding is how you show up. It’s the gut feeling people have about your business, your product—or even you,” said Chris McAdoo, KEC’s Chief Experience Officer and Brandcamp facilitator. “It’s not just your logo or look—it’s the promises you make, and more importantly, the promises you keep. A brand should be easily remembered, easily recognizable, true to itself, and consistent.”
During the immersive, full-day session, McAdoo guides a cohort of entrepreneurs through the key components of a strong brand identity – from visual elements like color palette, fonts, and imagery to messaging essentials like taglines, tone of voice, and positioning.
It’s a highly interactive experience. The short lessons are followed by collaborative, hands-on workshop sessions that prompt founders to dig deeper into their business identity and values. The goal is for founders to walk away with the beginnings of a brand that resonates, both emotionally and strategically.
On Monday, McAdoo worked with about a dozen companies, helping each define their primary and secondary audiences, assess potential competitors, and clarify their brand promise.
“A brand promise is the commitment you make to your customers, and the expectations you set for taking care of them,” he explained. “It’s the core of your brand in a single sentence: what you always deliver, no matter the product, platform, or person.”
Past Brandcamp participants have gone on to launch and scale ventures in a wide range of industries—from fashion and food to software and sustainability. It’s part of KEC’s broader mission to equip entrepreneurs with the tools they need to succeed—not just in building a business, but in building one that’s memorable and meaningful.
For more information about Brandcamp and upcoming KEC programs, visit knoxec.com.
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