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Strengthen Brand Identity Through Customer Events

Brand identity is one of your company's most valuable albeit most intangible assets. And while some of America's best known companies do attempt to calculate the worth of their brand, the true value of a company's identity at any given time remains, unfortunately, somewhat nebulous.

Nebulous or not, the charge is clear: build the brand and you will build sales. Although the if you build it, they will come' mantra may seem overly romantic, the facts remain:

Familiarity breeds trust. Research indicates that people have more trust in brands with which they are familiar.

Nothing attracts people like other people. Have you ever noticed that people will get into a long line, even if other, shorter lines are available? Likewise, a brand with momentum gains even more recognition once it becomes popular.

A great event can drive business change. A great event generates positive buzz increasing potential customers' familiarity with your brand and their positive feelings toward it. And if it is executed well, they will remember your company's name, trust you more, and be more likely to do business with you.

Brand Cornerstones
Fortune 500 Companies are particularly good at harnessing the value of their brands because they have long since recognized the merits of this exercise. But companies of all sizes should absolutely complete a brand exercise on a regular basis. Proactive brand management can only reinforce the power of the brand; identifying opportunities to leverage and improve it.

Brand tone. First, consider: what is the personality of your company? Would you describe its approach as a folksy, roll up your sleeves style? Or perhaps buttoned-up and serious? From technical and analytical to dynamic, friendly, and fun it is important to set the tone of the brand and to be consistent at every customer touch point. Furthermore, it is the responsibility of every brand guardian to ensure that the brand tone conveys a compelling proposition that is appropriate for your company's culture and business.

Look and feel. In addition to the voice of the brand, review its visual style to determine whether the key brand messages are conveyed in a way that complements the tone. Consider everything: marketing materials, web presence, advertising, public relations, sales style, business cards, fax cover sheets, phone scripts, trade show booths and, of course, events.
Take Your Brand Public

Once the brand cornerstones are in place, a spectacular

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