» The Journey of a Brand

Pro to Pro Insights

Kylie Carlson

Kylie Carlson is the founder of the Wedding and Event Institute, a certification and training company offering courses in wedding planning, event planning and event design. With campuses in the US, Australia, New Zealand and the UK, Kylie is a sought after international speaker on the business of weddings and events. She has also helped to launch the businesses of over 250 wedding planners around the world and is on the Advisory Board of Event Solutions Magazine.

Branding in 2014 is all about storytelling. Before you can tell your story, though, you need to take your brand on a journey that will allow you to attract and engage with your target market. This comes through knowing and understanding what makes you truly unique and irresistible to your audience. We like to call this the five steps of branding; a process that walks you through your focus, values, personality, color and communication.

The Journey of a BrandFocus

What is it you want to be known for? Take some time to sit down and really think about what it is you want your customers to recognize in you or your product. Think about what makes your business unique and what it is your customers find compelling about you. What do you do really well and how do you interact with clients? Why do people want to buy what you do?

Once your business has a defined focus you can really mold your brand into something that will resonate and start to tell the story and take people on the journey of your brand. It is this that ultimately people buy into.

Values

Once you’ve found your focus it is easy to then pinpoint your values. These are what underpin your business and show people what you stand for. They guide the way you do business. They help you to establish a foundation from which your clients will form expectations and build a level of trust.

Personality

The personality of your business should shine through in everything you do. If you think about your favorite brands they will all have a personality that appeals to you. Is your brand sophisticated, exciting, sincere, competent, reliable, creative etc.? These are all adjectives that could be relative to your wedding brand.

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» Set Yourself Apart With Storytelling Marketing

Pro to Pro Insights

Kylie Carlson

Kylie Carlson is the founder of the Wedding and Event Institute, a certification and training company offering courses in wedding planning, event planning and event design. With campuses in the US, Australia, New Zealand and the UK, Kylie is a sought after international speaker on the business of weddings and events. She has also helped to launch the businesses of over 250 wedding planners around the world and is on the Advisory Board of Event Solutions Magazine.

Stories have been told throughout the world for as long as anyone can remember. A story aims to evoke an emotional response and triggers the senses of the listener, thereby creating that all-important connection between the storyteller (you, the business owner) and of course the listener (your client).There is your key: you want your potential client to connect with you and that is the power behind storytelling.

Compared to ten years ago, when we only had the more traditional forms of media available to us, we now have the world at our fingertips. How and where your story is played out has changed. So your story needs to change with it. It needs to be sharp and snappy – something that will catch the eye and create a connection with the reader so it stands out among all the tweets, Facebook posts, Instagram pictures and more.

Set Yourself Apart With Storytelling MarketingWhy storytelling marketing?

I don’t know about you, but facts and statistics have never stuck in my brain. They may travel through, but they never seem to take up residence until anchored by some kind of meaning. The way our brains are programmed allows us to really connect emotionally with a story and gives us the ability to process information more effectively in story format.

So what is the link between storytelling and brands? The strength of a brand is based on the stories people relate about their experiences, assumptions and judgments. Without realizing it, we are telling a story about our experiences with a brand nearly every day. How many times have you raved about something to friends and family? Maybe it was an experience you had at the supermarket or trying a new product for the first time. All of these experiences are touch points and by us relaying the information we are spreading the word about a product or service. Effectively we are helping to promote a brand by telling the story of our experience with it.

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