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Business, From the Experts, Your Event Career

Is Your Event Planning Business Ready for a Re-Brand?

QC tutor Regina Osgood is the owner and creative director of Meant2Be events, a top Arizona wedding planning firm that manages over 250 weddings a year.

Your brand is no different then you hair cut or clothing. Eventually they go out of style. Just like anything else that represents your image, sometimes your brand needs an update or even a complete overhaul.

We have been in business for 10 years, and I look fondly and frighteningly at my first business card. It’s just like when I look at my twenty-something photos and wonder “what was I thinking with that eye shadow?” It’s amazing what we think conveys the message we want to deliver.

Meant2Be Events is knee-deep in a rebrand at the moment. New logo—check! New business card—check! New website….well, almost check. But how do you know when it’s time for a rebrand? Here are a few questions to ask yourself!

1. Your brand name no longer reflects your brand vision

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It happens. Maybe you started with a name like “Princess Events” or “Wish Upon a Star Event Planning”. That conveys a message that you are looking for a very feminine client. With experience, you may find that is not the client you want!

2. You’re embarrassed to hand out your business card or share your website address

If you cringe a little when you reach for your card, or if you feel like your website should come with a disclaimer about needing to be updated, it’s probably time for a rebrand!

3. You’ve outgrown your brand

This is one of the best problems to have! If you’ve outgrown your current brand or need to account for sudden and unexpected gains, you should definitely consider a rebrand! To compete at a higher level with higher-tier brands, it’s often necessary to leave your old brand behind. Ciao, baby!

4. You’re trying to connect with a new audience

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Today it’s millennials. Tomorrow it’ll be post-millennials. The last thing a savvy young demographic wants, after all, is to associate itself with the stodgy brands of their parents’ generation. Regardless of their style, budget, or expectations, this is the group shaping our purchases for the next decade!

Regardless of your reasoning for a re-brand, be clear that revamping your brand is a costly process. Do your due diligence in hiring the right designers and advisors for this process. You don’t want to find out a year or two down the line that your changes were not profitable!

A new brand might mean a new style for you, too! Check out Athena’s video on branding your style.

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