As a NYC event planner, you might feel confident in your ability to market your events and promote your services. But what about your brand? Do you have a strong brand reputation and resonating brand message? If you’re not sure, there’s likely room for some branding improvement. And today, we’ll share just what today’s event planners need to know to create a valuable and resonating brand image that helps you land more clients and plan more events.
The Three Cs of Branding
Start by evaluating your current brand positioning. And one of the more traditional ways to audit your brand messaging is with the three Cs.
Consistency – Across all your event and business marketing efforts, look to measure your consistency. A strong brand is always consistent in its messaging tone, style, and delivery.
Clarity – Assess to see if your event planning business is well defined by your brand messaging. Prospects should be able to see your brand or logo and know precisely what it is that you do best as an event professional.
Character – Verify what kind of personality your brand embodies. Great brand messaging is infused with character and inspires emotional responses from the audience. For example, a brand might be fun and cheeky or conservative and professional.
The Five As of Branding
You can also look to boost your event planning brand messaging with the help of the five As. This acronym roster will help you dissect every element of your brand with the intention of better engagement with your target audience.
Awareness – Identify how you’re currently getting your name out there and create strategies to improve it. Social media and networking are your strongest brand awareness channels as a NY event planner.
Authority – This essentially means how credible and trustworthy your brand is in the eyes of your target audience. Boost your brand authority by sharing helpful blogs, providing advice, and demonstrating your expertise as an event planner across all your channels.
Authenticity – Make sure your brand is true to your mission and vision, clearly reflecting your values. If you are inconsistent with your messaging, you can create contradictions with your brand, and your audience won’t view your brand as an authority.
Appearance – Create a brand style that reflects who you are, using colors, fonts, signature event elements, and personality. Big responses to your first brand impressions will lead to lasting engagement.
Audience – Know your target audience inside and out, and be specific. Your brand should resonate well with those particular prospects. If you’re casting too wide of a net (as a general event planner,) your brand message will get lost in the noisy space.
Improving and Establishing Your Brand Identity
When you’re ready to sharpen your pencil and improve your brand messaging, you can always lean into these suggestions. For today’s event planners, all of these steps are capable of fine-tuning your existing brand strategy. A little organization, a few guidelines, and a fresh spark are all you need to start seeing results.
- Lead with your event planning value proposition.
- Conduct more research about your audience to stay on track.
- Make every decision in line with your “why” statement.
- Develop every brand message in a way that it always introduces.
- Throw out any content or efforts that seem inconsistent.
- Change up any confusing content or messaging for clarity.
- Be a dynamic storyteller to engage more deeply.
- Talk about “today’s” news today and stay on topic with your industry.
- Create a brand messaging rulebook to use for every marketing effort.
Discover More Branding Insights at The Expo
Today’s event planning professionals need to keep a finger on their brand pulses and messaging efforts. Keep these insights handy so you can always be improving how you promote your brand and connect with potential clients. And be sure to get your tickets for The Event Planner Expo 2023 to learn even more about marketing, branding, and boosting your New York event planning business!
