In the video world, particularly on the event video side, branding is one of the most challenging areas for many studios. Part of the problem is identity. You can't create a brand until you know who you are and what makes you and your business remarkable. In this article, the authors will cover some of the key areas video producers and any small business owners can focus on in order to make quick and substantial changes in their approach to branding. The value proposition is similar to the pitch you make to clients for your video services: The investment will appreciate in value. Do a search for some of the bestselling branding books, buy some, and set aside reading time. Here are seven things you can do today to start leaving your mark: 1. Deliver quality. 2. Offer service. 3. Build (or rebuild) trust. 4. Be honest. 5. Be open. 6. Educate and inform. 7. Create a community.
Ron and Tasra Dawson 36 www.eventdv.net event dv FEATURE I n the video world, particularly on people respond to colors and shapes, FIRST STEPS the event video side, branding is what is currently in vogue and what is So now the question becomes, “What one of the most challenging areas not, and the difference between art (aes- can I do now?” for many studios. Part of the problem is thetic and subjective) and design (func- First, do your homework. Identify identity. You can’t create a brand until tional and purposeful). the kind of client that you want to you know who you are and what makes All these elements go into creating attract and the kind of companies that you and your business remarkable. a brand that will speak to your pro- you know are successfully attracting In this article, we’ll cover some of the spects. Hiring a professional who has that type of client. If you’re in the key areas video producers and any small experience dealing with these compo- wedding and event world and you’re business owners can focus on in order nents will be a valuable investment in looking to attract a high-end bride, to make quick and substantial changes your business. find local photographers, coordinators, in their approach to branding. The value proposition is similar to or florists who are successfully reaching the pitch you make to clients for your that bride and look at their branding. THE BRANDING EXPERIENCE video services: The investment will Look at their websites, collateral, and What is the experience that your appreciate in value. Done right, it will position statements. See if you can have clients have when they work with you? stand the test of time. Done wrong, it lunch with one of them and talk with Have you ever thought through that will leave you constantly changing and them about the touchpoints that they experience from start to finish? tweaking what you’ve done, which go through. In his book, The Starbucks Experi- essentially causes you to start over (Note that there are some companies ence: 5 Principles for Turning Ordinary every time in building brand recogni- that are successful despite their brand- Into Extraordinary, Dr. Joseph Michelli tion and value. ing, rather than because of it, so you talks about touchpoints. Touchpoints That said, we do understand the real- want to make sure that you are talking are the various points in your business ity that small businesses may not be able with someone who is successful in their that a prospect or a client will encounter to invest in a solid branding or design business and their field and also has a when doing business with you, from company. It’s not unheard of to spend strong sense of branding.) their first visit to your website to their $5,000–$20,000 on a branding experi- Second, there are workshops and first email inquiry and your response ence, from websites to cards to creat- seminars held throughout the year that to that inquiry to their initial phone ing a positioning statement and logo have professionals who address the issue contact with you or your staff to the (Figure 1). Even at the $5,000 level, of branding. You may not have five in-studio consultation to the experience there are many small businesses that grand or more to spend on a branding you have on the shoot to the way you don’t have the financial wherewithal campaign, but maybe you do have $750 deliver the final product (packaging, to make that happen. or even $1,000 to spend in a one or two- presentation, extras, etc.). day workshop with a vendor All these different touch- who has expertise in that field. points are the experience- Third, do market research. builders that clients will have One assignment Ron gives to when they are dealing with his business coaching clients is you. It’s important for you to to have them go to the mall and look at every touchpoint in look at companies who are your business and make sure reaching the kind of demo- that it maximizes the desired graphic his coaching clients brand experience you want to want to reach. He has them create for your client. look at their logo and typeface designs and the experiences GETTING BRANDED that they are
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