”Pay not for what you do, but for who you are.”Successful training sessions held at Kārļamuiža
On March 11–12, 2025, a two-day training event focusing on service development, branding, and content creation was held at the “Kārļamuiža” hotel in Cēsis Municipality. The training was part of the “Creative Bloom” project and targeted women aged 40 and above who sought to deepen their understanding of branding and learn effective content strategies for their businesses.
Branding Strategy: From Idea to Implementation
Brand strategist Diāna Ņikitina led the sessions, introducing participants to the fundamentals of brand building. The first day covered topics such as brand storytelling, vision, and strategy, teaching attendees how to develop a strong visual identity and communicate purposefully with their audience. Ņikitina emphasized the importance of personal identity in business, stating, “You are paid not for what you do, but for who you are. Slow business is aligned with life, not life with business.” She highlighted the necessity of setting boundaries with clients, choosing suitable working hours, and finding moments for mental clarity. “When discussing a brand, it’s crucial to understand who I am, what my values are, and how I want to present myself. People don’t just buy products or services; they buy everything around it—the story, the brand, the emotions,” she added.
The day concluded with activities, allowing participants to apply their newly acquired knowledge practically.
Content Creation Workshop
On the second day, attendees participated in a workshop on content creation, exploring current tools and approaches for effective digital communication. The training discussed various formats and strategies to help entrepreneurs and creative individuals stand out in a competitive environment. Ņikitina noted, “We communicate to be on the radar. The goal is not to fill the airwaves with just anything, but with what I want to be known for.” She stressed that digital communication enables the development of brand recognition, the demonstration of brand values, the setting of agendas, and the establishment and maintenance of relationships with potential and existing clients.
Support, Community, and New Connections
Throughout the event, participants not only gained valuable knowledge but also formed new connections, shared experiences, and supported one another—key objectives of the “Creative Bloom” project. One participant reflected, “If I try to find what others will like, I’m always searching, but by focusing on what I like, someone will understand me.”
The activities were organized by the Vidzeme Planning Region’s Vidzeme Entrepreneurship Center as part of the “Creative Bloom: Empowering female creative entrepreneurs” project, in collaboration with Estonia’s Ida-Viru Entrepreneurship Center, co-financed by the European Regional Development Fund.
