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What the Big Brands Have That You Don’t

Small business owners are always looking for inspiration and the right formula to take them from their current level to the next. The big brands of the world have mastered certain approaches to their work that have pushed them to the front of consumers’ minds. By paying attention to the big brands, you can identify best practices, adopt what works for you, and increase the power and influence of your own event business.

Big brands do it right

I watch a lot of brands, and few impress me more than Apple. The minute you walk into one of their stores, an informed greeter approaches you and asks you what you need. You are then ushered to the correct line by your knowledgeable guide, and invited to wait while watching engaging videos or playing with the many hands-on displays meant to inspire your next purchase. Ultimately, an Apple expert will join you and stay by your side until your purchase or service needs are met. The experience is personal, motivational, and kind of infectious.

Apple is so good at its store experience that it has taken some of the worst aspects of being a customer, like standing in line, and turned them in to something fun and profitable. No one leaves an Apple store unhappy.

See Sandy Hammer at Catersource! Click here for her session and here for more information on registration.

Another brand doing incredible things is Amazon. While many competing businesses today are really suffering because of Amazon’s prices and convenience, the smart ones are watching and emulating what is working for the behemoth. Amazon is a brand built on service, price, and delivery. Are these things that your business offers, too? How do your clients know?

Tightening up your brand
Successful branding at the upper levels requires focus. It should be recognizable anywhere you consider your target region, whether that be your neighborhood or the world. Determine what your message, key service proposition, unique product features, and business identity are and make sure to communicate them in all of your marketing and publicity efforts. Give your brand real meaning to the end-users.

Keep your head down 

Big brands lead and stay on track. To be like them, avoid hyper-focusing on your competition. Believe in your company, keep your head down, and don’t follow your competitors blindly into major mistakes. Think toward the future, but act in the present.

Beyond logos

Big brands usually have easily recognizable logos with fancy fonts, colors, and even mascots. However, you can only build on your brand’s graphic identity once you have solidified your message, so don’t rush to plug in any old logo. Decide how you want your business represented. How do you wish clients would see you? After you develop a comprehensive identity for your business, the graphic pieces will fall in to places just like they do for the successful big brands.

Small business can glean much valuable information by simply watching top-tier big brands and emulating what they are doing right. Combine your powerful branding with superior service, and you too will be on the path to becoming one of the most recognized event businesses in the world.

Registration is now open for Catersource and the Art of Catering Food 2019. Click here for more information or to register.

Sandy Hammer

CMO, AllSeated, New York City, NY

With over 20 years of experience in the international events industry, Sandy Hammer is the co-founder and CMO of AllSeated, a collaborative network for planning events that offers tools including floorplans, 3D view, Guest List, RSVP, Seating, Timelines, Mobile Check-In and more.