“A logo is not a brand,” Grosberg emphasized. She explained that the logo is just one aspect to the whole brand, but it doesn't mean anything without a story behind it.

They brought up a few topics that companies need to find answers to so they can develop their own brand. For example, they discussed finding the company's culture and values. Grosberg directed the audience to think about what the company's vision is, and what are the promises to the clients. She pointed out how successful brands like Red Bull, SpaceX, and Apple have created narratives that go far beyond their core products.

“Red Bull is an energy drink, it's nothing more. But they’ve been able to create something more of it,” Grosberg said.

Practical Exercises: Finding Your Story

Lillemägi underlined that stories that make money need to be our own. To give attendees a chance to develop their own brand narratives, the seminar included hands-on exercises. The first exercise included participants defining their brand in three words.

One attendee shared their result, where two words they used were fast and affordable. Lillemägi said that these two words surely are what clients want to hear, but to make it more specific to your company, you need to add something extra.

The second exercise gave sentence starters to write your brand story to include four main elements:

1. Conflict – “We are about to change [behaviours/ways in your business area],”
2. Growth – “by doing [sustainable action].”
3. Unlikely allies – “Bringing together [stakeholders/partners],
4. Choices – “we focus on [example of value creation].

One participant shared their sentences: "We are about to change the quality of life of people in this hyperstimulated world, by integrating the ancient wisdom of cultures across the world. Combining AI, people and meditation practices, we focus on helping people focus and live their everyday lives intentionally.”

Grosberg emphasized that a great story comes with resonance. There are three ways of creating resonance: emotional, intellectual or visual.

The Role of AI in Storytelling

The seminar concluded with a discussion on AI’s role in storytelling. AI can be a powerful tool, but it is important to involve humans in getting to the core of your story.

“Many people have started to recognize AI’s style and language. There are some keywords that come up only when using these models. We advise you to sway away from that and use AI for other creative forms to benefit you,” Grosberg recommended.

In the seminar, they mentioned a few topics, where they use AI the most. Such as analyzing data, adapting messages and toying with ideas. “For us, AI is a thought partner to bounce ideas with, when we don't have each other,” explained Grosberg.

The key message? Branding is not an afterthought — it should be part of your product or service from day one. Grosberg said: “Brand is there to help you from day one, helps you sell from day one.”

Exercises challenged attendees to think deeply about their brands. And as Miltton’s experts reminded the audience: “The stories that make money are your own stories.”

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sTARTUp Day is turning 10 next year, and now is the perfect time to grab your super early-bird ticket at the best price! Join us in Tartu on January 28–30, 2026, for an unforgettable anniversary edition filled with inspiring speakers, game-changing networking, and next-level opportunities. Get your ticket today and be part of the celebration!