Brand building with programmes and offers is inevitable. You don’t just build a brand by sharing thoughts and opinions online, creating quotes and sharing your personal events. When you’re trying to build a brand, having regular events, programmes and offers are a great way to get your brand registered in the minds of your audience. As a matter of fact, momentum (in form activities) is the only physical proof that your brand is still breathing.
The challenge most time is, a lot of brand builders shoot themselves in the foot with the same packages they roll out for their audience. It’s either the package is substandard or poorly targeted. I’ve come across packages like that. Sometimes, it’s a book, a course or an event. And you just find out that the quality is not as polished as the ego with which they were advertised. People come across this and after seeing it was all scam, they begin to lose respect for such a brand.
What are the factors or questions to ask before rolling out a package for your audience?
- Who am I targeting with this stuff?
- What experience am I creating for them?
- Why should they even pay attention to me?
- What problems am I solving for them?
- How do I design the experience for my package in order to solve the problem?
These 5 questions are the major foundations of great and highly impactful events. The answers to them will inform a lot of choices and decisions around the package. They determine where you will use for the events, who will speak and what will be the issues to be discussed, what materials will be sold, who will be the anchor and many other decisions.
Brand building is about designing an experience for the people
When talking about softwares, mobile applications and web pages, we use words like user experience. In simple words, it deals with how to make the user navigate with ease across the interface of the design. From this illustration, we can also talk about user experience from the angle of our packages – events, courses, books and coaching programmes.
The question is, “right from start to finish, what experience do I want each of my participant (or attendee) to have?” If you put yourself in the position of the participant, would you enjoy the package you’ve just rolled out? Would you recommend that someone else gets that same experience, if you were to be a participant?
Don’t join the bandwagon of those who are just coughing out programmes, events and offers here and there. Be deliberate, not desperate. It will save your brand a lot. If you must show up, calm down and do it well.
I remain your clarity coach and your clarity remains my priority.