1.0 What is a brand?
Brands can be defined in two ways. First, a brand can be an identity or sign that distinguishes one business from another (through a name or logo, for example). Second, the brand represents the way people think about your business. Brand building helps customers in making decisions, creating a perception of knowledge about what they will buy – before they buy it. Brands are based on three related criteria.
Belief in a business, product, or service does exactly what the customer already believed it would do. For example, a 24-hour convenience store brand could be based on a customer’s belief that the store will be open, any time of the day or night.
The customer’s emotional response to the purchase of a product or service. For example, a clothing retailer can create a brand based on making its customers feel good about what they are wearing, how they look, how well they feel about buying clothes from that store and what is said about them to their coworkers. March 2008)
A brand builds a unique personality for a business, and therefore attracts a defined type of customer. Most importantly, branding is based on consistently rewarding confidence and providing the desired emotional response.
For example, a household cleaning company can successfully build its brand if the customer’s house is always thoroughly cleaned, the owners are confident that they are using the best cleaning company and are happy to return to their freshly cleaned home. Your brand can cover your business as a whole or separate products and services. (Josephine Collins, (March 2008)
When starting your own business, one of your most important concerns is developing the face of your company to the world. This is your brand. This is the name … Read moreRead More
How Your Event Helps Build Your Brand : Events are a great way to create buzz about your products and services. This is a great reason to send out press releases, create more content, and even develop new products. It can inject motivation and energy into your business like no other.
Choose the Right Topic
Think about the various subjects and topics your audience is interested in and choose a topic from there. Of course, you want to base it on your distinctive products and services so you can market it at the event, but you want it to be general enough to attract more collaborators. The topics themselves need to add value without additional purchases by participants.
Invite Sponsors, Collaborators & Speakers
When you invite more people to help with the event, you create a situation where you cross-market with other business owners. Choose people who cater to your audience but are not direct competitors. However, don’t be afraid to invite people who are competing when you have a large audience.
Create Participant Guidelines & Rules
Before people agree to speak or participate in your event, set up guidelines for each type of attendee. This guide will help them market your event better, bringing in more attendees. Tell them how to market the event. Offer them branded marketing materials, swipeable and editable emails, blog posts and other content.
Build Your Email List Through Events
When someone registers for your event, they will be automatically added to the list. However, when they participate in the event, you need to have a way to group them into more specific lists. For example, if they buy something or use a special coupon or hashtag, you can tell them apart in your system.
Know What to Do as a Participant
Set goals for … Read moreRead More