In May I was asked to be a part of two amazing events with strong (and unique) brand experiences. First I stopped by the Business and Burgers segment during the Newfronts with Entrepreneur TV to talk TWISTS and burgers. The next day I headed to Northern California to join Tyra Banks at Stanford Graduate School of Business to talk TWISTS for personal branding.
I think you’ll agree, both of these events had their own unique and very strong brand experiences, and in both cases, multiple large brands were involved. In events like these, the challenge becomes how do you make sure YOUR brand connects and stands out?
It all comes down to three Rs…
Let’s talk research.
For years we’ve heard about the importance of doing your “homework”, but for many business owners they skip over doing it before these types of events, and this is where you can lose some important brand leverage.
Before both events, I was in continuous contact with the teams putting on the events so I could know not only the details and expectations, but also how I could best support the event, and the event leaders.
By connecting with them before the event and digging in on my own research I was able to do two very important things.
First I was able to offer relevant recommendations that could help the event and hosts. This allows me to stand out to them, and that’s valuable not only the day of the event or for future events, but for possible partnerships in the future.
The second thing it allows me to do is over deliver for the audience. I know exactly who they are before I entered the room and that allows me to make sure my content is directly targeted at them. I am able to make sure they hear it and remember it.
This research can happen right up until you go on stage. Before the Business and Burgers segment, I asked the guest chef about the burger and what the TWIST was. This allowed me to highlight the great burger and talk TWISTING. I wouldn’t have been able to do that if I hadn’t taken the time to ask a few quick questions. In case you are curious, it was a pinch of cinnamon added to the lamb burger. YUM!
Let’s talk represent
Representing your brand is more than carrying your card and handing it to everyone you meet. You’re a walking and talking example of your brand. This means you can be a constant visual reinforcement of your brand through wearing your brand colors, but also it means living your brand promise, so think not only about the color but the style as a whole.
It’s also important to have collateral that represents your brand, and if you have a book – that gets really easy. I went back and forth about carrying books with me for the Business and Burgers events, and I’m glad I did. We ended up having one on the table during our chat. The same thing happened at Stanford. After the class, Tyra went live on Facebook with some students and held the book while sharing how she enjoyed it.
Remember this is all about being visual, what can you put in front of your audience’s eyes that will help them remember who you are? It doesn’t have to be a book, it can be a “report” of findings with your logo loud and proud on the cover.
Let’s talk repeat
One of the most important parts of Brand School is knowing your core brand message, and that’s because knowing that allows us to build everything else. I don’t think you’ll be surprised to know that for me it always comes back to the TWIST.
That’s why during my time at Business and Burgers I asked about the TWIST in the burger. I also complimented the hosts on their own unique TWISTS – revving up business content with engaging cooking tips and, fun to eat, delicious (messy) burgers! It allowed me to have another place in the conversation to talk TWISTS. Even better was a way for me to talk about my core message, without just talking about me. It allowed me to highlight that you can find the TWIST in anything.
You’ll also notice in the videos from Entrepreneur TV and Tyra Banks we use the word TWIST a lot because it’s all about repeating that brand message in new and creative ways so that you can connect with the people listening.
It’s important to remember though, my ability to repeat came from doing the research, and visually representing the BrandTWIST brand.
What tips to do you have to help your brand shine during important events? Share them here at our BrandTwist blog.