Internationally renowned local fashion brand Easton Pearson are celebrating their 20 year anniversary with a stunning exhibition at Brisbane’s Gallery of Modern Art. The exhibition was amazing, but being the business coach that I am, what struck me most was the immense marketing value to the Easton Pearson brand.
As well as the talks, tours and events for the exhibition, there were foyer and gallery displays, a children’s art activity centre (joyfully frequented by lots of ‘big’ kids who love playing dress-ups too!), extensive advertising of the exhibition by the Gallery, merchandising in the Gallery Shop and additional promotion everywhere you looked (even in the Gallery Café!).
Unless you pay big bucks, it is almost impossible to buy promotion, credibility and visibility like that! Mediocre ‘me too’ brands never attract these types of showcase opportunities. The good news is that whilst you can't buy that type of exposure, you sure can build a brand that will attract it!
So what needs to happen in your business for your brand to attract such opportunities? Here’s my top 5 business coaching tips on building a phenomenal brand:
- Your vision must be bold.
- Your brand must be remarkable, original and desirable.
- Your brand influence must impact your industry in unexpected ways.
- Your brand must be sustainable and successful.
- You must know the value of your brand and protect it – whatever it takes!
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