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Building a Strong Brand Strategy

The most successful businesses in the world have something in common: a strong brand strategy. Want the best prices, easiest price comparisons, fastest delivery, and a generous return policy? Shop Amazon. Want top of the line equipment, cool videos while you wait in line, and to be surrounded by some of the happiest employees anywhere? Choose Apple when purchasing your electronics.

These internationally recognized brands have something in common—both have invested time, money, and expertise in building businesses that people remember and want to interact with. If you want to attract more clients and grow your business, you need to make yourself visible in a crowded market. You can take your lead from companies like Apple and Amazon, and build your own strong brand strategy.

Work on your core values. Nothing happens overnight, but knowing what is important to you and your team will help you chart a course and keep going in the right direction no matter what arises.”

Map out your core beliefs

In order to build your brand, you need to map out the core values of your business. How do you want your company to be represented? How do you want your clients to see you? When we started AllSeated, I decided that I wanted my team to feel about their jobs the same way that clients felt about our products and services. I wanted an internal experience that would be reflected externally. This became one of our core values.

Photo courtesy Unsplash:

Seek inspiration

It’s crucial to pay attention to what other brands in your space and outside of it are doing. You will learn from them and gain experience for your own strategy.

When you are shopping, working in or on an event, or simply out in the world doing your day-to-day business, pay attention to brands with which you come in contact. What compels you to choose one over the other? What do you notice about their logos, their websites, and their employees? What do they have that is missing from your brand or vice versa? These are all observations you can use when mapping out your own brand strategy.

Make sure your brand is focused

A great brand needs laser focus. No matter the size of its market—whether global like Amazon or Apple or hyper specific to your region—branding has to answer a need and have meaning to an audience to convert prospects into sales. Use your core values and observations to help you create that sense of focus for your brand.

Having a branding strategy allows you to connect with your community and the best clients for you. It also gives them what they need to share the news and send you qualified referrals. Your brand is a recognizable extension of your favorite practices and quality of service, so take the necessary time to map it out, incorporate it into your culture, and fine-tune it, so it represents what you wish to project to future clients.

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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.