Google, Hoover, Beyoncé... Brand building has become a complex issue, one that’s moved from the concerns of big business to the everyday worries of everyone, from graduates building their LinkedIn profiles to the top echelons of soft power diplomats. An expert panel chaired by former Minister for Culture Ed Vaizey debates what makes a good brand. Ducas is a jewellery designer, creative director and founder of Links of London and Annoushka. Chopin is founder and CEO of the LandRover Born Awards and of born.com. Lee is a fashion designer whose clothes are worn by Olivia Coleman. Willis is creative director at Berry Bros & Rudd.