1. What is a Brand?
A brand is a perception. It’s the expectation people have of your business, of what and how well it promises to deliver. A brand is shorthand for the values and culture people need to trust or ‘fall in love with’ before they fully engage and become your client.
A brand is formed in customers’ mind at multiple touch points with your business:
Being clear and consistent across all touchpoints is the foundation of a strong brand. This applies to small business brands – like your events business – as much as it does to the iconic brands of multinationals like Coca Cola or KPMG.
Brand ConsistencyConsistency builds trust in your business and what it stands for, and trust is the main ingredient for loyal clients and ongoing business success.
2. The Meaning Behind Your Brand
To distil the meaning of your business into a strong visual identity – your name, logo and subsequent marketing elements – we need to first identify what you offer and to whom.
That might sound a bit obvious, but it’s the essence of a strategically designed brand that stands out from the rest and attracts clients who want your services. The who and what are encapsulated in your target audience and positioning statement.
Target AudienceYour target audience is the demographic of people most likely to be interested in your services. The characteristics of your target client informs the right style and personality for your brand.
Let’s use an example to illustrate.
Brand PositioningYou can’t serve everybody in the market with every event management service under the sun. It’s impossible to be all things to everyone, because it would only leave you spinning your wheels, chasing your tail and ultimately burning out!
Your positioning statement distils what you do, and how you do it in a way that differentiates you from other businesses. Your ‘point of difference’ is what prompts your target audience to choose you over competitors.
Angela and Matt (their business name comes next!) get to work on their positioning statement. They identify their specific expertise in small biotech event management as their key point of difference, and how it benefits their ideal client: Science Steve.
“Angela and Matt give Science Steve the confidence to outsource event management that will drive business growth, because they have specific industry experience with proven results.”
For creative-minded events professionals, finally, here comes your fun part: choosing a name and logo for your new event management business. Both will flow from the strategic work you put into identifying your target audience and positioning statement.
4. Business Name
We’ll assume Matt and Angela plan to set up a company and need to register a business name. They have a brainstorming session and agree on:
They also check that the ‘Context Events’ is available as a domain name using this handy tool, and that the name hasn’t already been registered as a business in Australia.
5. LogoA logo symbolises your brand. It’s made up of:
- Image (optional)
It’s always best to get a professional graphic designer to create it for you, unless you have amazing, hidden skills in this area! They’ll ensure it works across different media in print and digital, and that it renders well in either colour or black and white.
Matt and Angela send a brief to a graphic designer, noting their Client Profile is Science Steve.
They’ll be looking for colours that suit Steve’s conservative, risk averse nature and the context of B2B business-to-business, technical communications.
- The blue is conservative yet fresh and invigorating
- The icon communicates biotechnology/medical research
- The logo can be used without the icon
- The icon can also be used on its own as a symbol (eg on website)
With their business name and logo, Angela and Matt are ready to put their best ‘brand’ foot forward in the world of business.
6. Put Your Best Foot Forward With a Strong Brand
Developing a brand for your new event management business is both strategic and creative.
Although it shouldn’t be a complex process bigger than Ben Hur, the strategic work needs to be done first to make sure your visual identity is a good fit with your target clients and that all touchpoints with your business form a positive, consistent perception about your business.
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