PromoTix University Class

William Royall (00:00)
Welcome back. In this video, we're going to dive into branding and positioning your events-based business to stand out in the marketplace. We'll cover building a unique brand identity, crafting a logo, defining your unique selling proposition or USP, and securing your domain and social media handles.

First, your company brand identity is the personality and image of your business. It should convey values, style, and what makes you unique. Start by thinking about the vibe or the feeling you want to create for your audience. Are you targeting corporate clients with a polished professional look or is your style more artistic and edgy for music festivals and creative events? The brand is your overall business, which if you plan to host multiple events, it's not the same thing as the event

brand itself, which we'll cover in a later video. So for example, you may create a brand for your promotional company and host an annual music festival and a food and wine festival and a small comedy show at a local venue, which will all have their own distinct brands for those specific events. The purpose of your company brand should be to connect with the attendees in a way where they recognize you as the company hosting the event and immediately know

that the event, if it's like a new event for you, for example, is going to be of the same quality and caliber that they've come to know from your other events. So as an example, you may have the brand Waterfront Taco Festival that's produced by your company, Community Event Productions. And these are two distinct different brands.

William Royall (01:38)
Okay, so a huge part of your company's brand identity is your logo. A well-designed logo should be simple, memorable, and adaptable across different platforms. From websites to event flyers, it should look good in black and white, big and small. Try to stay away from detailed illustrations. Look at the largest brands in the world and you'll see that they are the most simplistic in nature. Think McDonald's ⁓ or Nike's check mark or Promatix's PT ticket icon.

You don't have to create it alone. Consider working with a designer or using some online logo tools. Just make sure it represents your brand essence.

So next, let's talk about your unique selling proposition or USP. This is what sets you apart from your competitors and speaks directly to why clients should attend your events. It could be anything from offering an innovative event experience, a specialized niche, or even an emphasis on sustainability, for example. Whatever it takes, make it clear, make it unique and directly relevant to your audience.

William Royall (02:42)
Now once you've defined your USP, it's time for market research and competitive analysis. This is about understanding who's already out there and what they offer.

Research other event businesses and analyze their strengths and identify any gaps or opportunities that you could fill. The goal here is to see where your business fits in your market and how you're going to stand out.

Now, positioning is about finding your place in the market based on your brand identity and USP. Are you the high-end corporate event planner or are you the go-to for eco-friendly and community events? Or are you the expert in music festival production? Your positioning is going to guide all of your marketing messages, so it's really essential to be clear on this very early on.

William Royall (03:33)
Okay, so once you have your brand basics down, it's time to secure your domain name and social handles.

Your domain should be simple, easy to remember, and ideally match your business name and also

SEO value like we talked about earlier. Check GoDaddy or Namecheap to see if it's available. For social media, try to stay consistent with the same handle across all platforms and even your domain if possible. Branding across all domains and social accounts creates a lot of credibility

and it's going to help your audience find you easily.

Branding is a powerful tool for attracting your ideal clients and making your events business memorable.

So to recap, creating a brand identity includes your logo, your unique selling proposition, positioning within the market, and congruent domains and social media handles for great brand recognition and consistency.