Your brand identity is what people think of when they think of your business brand. It is how your target customer interprets how you present your business, including your choice of name as well as visual and verbal marketing materials.
Find your brand’s personality
Your brand personality builds on your brand identity to give your brand human characteristics. How would your business act if it were human? What would it look like? Your brand personality is likely to resemble the behaviours and interests of your target brand fan.
Before you decide on your brand personality, take time to think about your business goals. How would you describe your venue’s personality? Fun or serious? Budget or high-end? Modern or traditional?
Define your brand positioning
Decide where you want to position your brand. Who are your main competitors? How are you different? Why should customers choose you? The way you position your business will impact on how much you can charge for your services. For example, if you want to attract high-end customers, price yourself too low and they may ask themselves what’s wrong with your venue.
Change logo, tagline or business name
While your existing venue name might be perfect, there are certain circumstances when it might be worth you considering a change. A business may naturally develop into something very different to the original vision, e.g. a holiday resort may want to promote itself as an alternative wedding venue. Perhaps your hotel is named after its founder, but the name sounds outdated. If your business has outgrown its name, don’t be afraid to adjust it!
Expand on your marketing materials
Finally, build on your existing marketing materials to incorporate e-brochures, videos or case studies of satisfied clients that reinforce your brand identity in the minds of your target customers.