It’s about more than just logo, colors, or fonts. It’s about who you are as a company.
Hi y’all,
Welcome back to Busy Season, your guide to the hot takes, pro tips, and real stories sweeping the events industry.
The last few weeks I’ve talked a lot about figuring out who to do business with, and a lot of that conversation has been centered around your business’s brand. Today I want to dive deeper into what a brand is and how it can make or break your business.
Your brand is everything…but what is it really?
A lot of folks think of their brand as their company’s logo, colors, or fonts. And while those assets do evoke a certain personality and brand perception, they’re just one tangible manifestation of your brand.
There’s a lot more that shapes who you are as a business. I’d encourage you to take a moment to consider how else your brand makes a statement. That could be:
- How you handle customer service with your clients
- The care your delivery team takes to drop off and set up an event
- The reviews your customers leave online (and your responses)
- How your customers talk about you with their friends and family
These are the meaningful human interactions that define who you are as a business. A cheeky logo and a fun tagline may draw instant attention, but it’s your customers’ interactions with you that will help you build a successful brand.
If you’re not sure what your customers are saying, ask! Reach out to a few regular clients and ask them:
- Why do you enjoy doing business with us?
- What is it about our team that builds trust in our relationship? (Bonus: is there anything we do that loses your trust?)
- What do you think we do better than any of the other event companies you’ve worked with over the years?
Now that you’ve got those answers, think about the types of customers that would want to do business with a brand like yours.
These answers should also drive the types of imagery you’re using on your socials, inform standard operating procedures for your crew, and create red and green flags to help you identify early on whether a new client is worth your time.
My guess is you’re already doing a lot of brand-building without realizing it. So before committing to a multi-week brand overhaul, start by having a quick brainstorm on what makes your brand unique. And lean into that!
See you next Tuesday,
Mallory Mullen
Goodshuffle
