Build Your Self by FUEN



Brand Building

Recruiting new members, tips and tricks

Date: 06-07 November 2020 Language: English

The main objective of the online training is to show our member organisations how important it is to develop a consistent and long-term strategy to promote the organisation's brand/image in an appealing way and how important the perception of the community is. It also serves to attract new members, especially younger people. Participants will also be kept up to date with new trends in branding.


Meüs van der Poel

Meüs van der Poel (1960) is the owner of Hofstaten Public Affairs, a recognized lobby office in The Hague. Clients are mainly Dutch public organizations and NGOs in the fields of education, local government, sports, media and culture. A result-oriented consultant, focused on people and representing interests processes. He has a long-time experience as a policy adviser in the Dutch Parliament, ministries and several national campaigns in the CDA political party.

Currently he is lobbying the German EU Presidency. Collaborative and with an eye for political relations, his interest focuses on internationalization. After having previously been active in capacity-building trainings and political communication trainings for Robert Schuman Institute, this is his first FUEN online seminar.

In this seminar he will focus on Brand Building. The main objective is to show how important it is to develop a consistent and long-term strategy to promote the organisation's brand/image in an appealing way and how important the community’s perception is. Branding also serves to attract new members, especially younger people.

Sofia van der Vegt - freelance lecturer and trainer

For almost fifteen years, Sofia van der Vegt has regularly taught and trained for the Robert Schuman Institute on different topics, spanning from soft skills such as team-building, communication skills and personal development to EU related subjects. She attended university in Switzerland, Hungary and Germany, studying international economics and receiving a Masters degree in European Studies from the Europa-Kolleg in Hamburg. She has lived in eight different countries, calls three nationalities her own and is married to a Dutch, which is probably why Sofia van der Vegt also teaches a Masters course on Intercultural Communication at Edward Bernays University College, in Zagreb, Croatia.

She started her professional career in the private sector in Vienna, but soon went to Croatia where she gathered valuable experience working for a German political foundation developing and implementing EU funded projects across South Eastern Europe between 2004 and 2010. Sofia van der Vegt enjoys writing - with her first novel almost finished- plays tennis, meditates, and loves spending time with her family and friends who happen to live all over the world. She is a devoted mother of three and speaks three languages at home, as she believes each language we speak opens the door to another universe.

Peter Hajdin

Peter Hajdin was born in 1973 in Bratislava, studied graphic design at the local Academy of Fine Arts, where he later worked as teacher. Simultaneously he was working as a freelance designer, launching KOMPLOT advertising agency in 2000, and design concept store in 2005. He contributed as Creative Director to several successful advertising and election campaigns in both Slovak and Czech Republics. He is also a big music fan, plays in bands HVIEZDA and Kamosko & Kokosko, is happily married and has 3 daughters and 1 son.

Kristijan Sedak

Kristijan Sedak, he is involved with the Catholic University of Croatia where he teaches public relations; he is an expert on public speaking and political campaigning. He was a founder of the internet portal, performed as a lecturer with a number of institutions, such as, College Edward Bernays, University of applied sciences VERN', College for Public Relations and Media Studies Kairos, Business School Supera, and School of Public Appearance and Presentation Skills (founder and professor), Croatian Statehood Foundation (advisor and expert associate), among other. His photo is attached.


6 November, Friday:
10.45 – 10.50 Opening remarks by the organizers
10.50 – 11.10 Sofia van der Vegt, freelance lecturer and trainer – Group mobilization
11.10 – 13.00 The role of brand in the non-profit sector
Beyond communication: towards a new brand paradigm in minority organizations
Meüs van der Poel, lobbyist, former campaign leader of Dutch Christian

15:00 – 17:00 Marketing tips: how to tell a brand story people will love
Meüs van der Poel
17.00 – 17.10 Conclusions by Sofia van der Vegt

7 November, Saturday
10.00 – 10.10 Sofia van der Vegt – Group mobilization
10.10 - 12.00 Working with social media and online platforms
Peter Hajdin, designer
15.00 – 17.00 Building your supporter base through a strong brand
Kristijan Sedak, founder of
17.00 – 17.10 Conclusions by Sofia van der Vegt

The above mentioned times are in Central European Time (CET)

Note: The organizers reserve the right to make changes to the event program.

Financial partner