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Branding: one often-forgotten (but very important) element

Updated: Aug 3, 2023

Walter Landor, an acclaimed designer and a pioneer of branding and consumer research techniques, once said: “Products are built in the factory, brands are created in the mind.”

Simply put, your brand is your promise to your customer. It tells them what they can consistently expect from your products and services, and it should (greatly) differentiate you from your competitors.

If I asked you to put yourself in a customer's shoes, how would you explain your studio to someone who's never been?

This is your brand.

Your brand is how they describe your studio to their friends.

Every event you host has a theme (no brainer), but did you know that it's more than just a "Barbie" event with Barbie decorations and snacks? It's another reflection of your studio's brand.

Consider your brand when you plan every event

- Marketing (social media, emails and your website): be purposeful. Keep your posts, signage and website graphics aligned with your brand. The more consistent the marketing, the more recognizable your brand is ("brands are created in the mind”). These four social media posts would be recognizable as events at the Art Box because they have the same format.

Train your customers to know an event when they see one.

Think Pavlov's dog who salivated every time a bell rang.

- In-studio marketing: displays, signage, location, visuals, fliers - oh, and the pottery! Take the entire space, including your brand (consistency), into consideration.

For the event

- Food and decorations: from the table coverings and food presentation and (yet again!) to signage and how the studio is decorated.

- Staff: their attire and interactions on par with your brand.

After the event

- Post marketing = future bookings. (Or promoting events from the past helps book future events.) Share photos from the event in an email, your website and social media; keep samples out with signage to look for future events.

- Photo wall: print a few photos from the event and group them on the photo wall with one of your branded signs. People LOVE looking at these photos, and when they're waiting for their child in a party or class, they'll have the time to look at all your event pics.

- Christmas: every event can translate to a Christmas ornament (or two, three, four ....) in some way or fashion. Keep a strong trend (like Barbie) going with ornaments. They sell ALL year! Do not hide money in boxes (aka those ornaments) for eight months of the year.

- Pick ups: thank you's with their finished piece that tie to the theme, your signage and your brand. (Not necessarily hand written notes - but if the occasion calls for it, why not!? A nice copy of the event theme signage with "thank you - we had a ball - let's party again soon" - etc. etc.)

Events will bring in new customers and, as we all know, you only get once chance to make a first impression.

Of course each time they return it won't be Barbie Wonderland in the studio, but they will be wowed with the consistent brand that is your studio overall experience.

Consistency, consistency, consistency.

“Products are built in the factory, brands are created in the mind.”

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