At this point you’ve determined the theme or topic for your event, and you’ve worked out the terms and conditions. Now what you want to do is create a name and branding for your event.
Not only is the name and branding going to influence whether your prospects purchase the bundle, it’s also going to influence marketer’s decision about whether to join the event. That’s why you’re doing this step now – early in the process – because you want to have these pieces in place before you start recruiting partners.
Now, although we’ll talk about naming and branding separately, keep in mind that you need to actually complete these two steps at the same time. That’s because your branding may influence the name you choose for your bundle. So again, do your naming and branding at the same time.
Let’s start by looking at naming the bundle, and after that we’ll look at branding your event. Read on…
Name Your Bundle
What you need to do here is create a name for your bundle that achieves the following:
· The name reflects the overall topic. When someone in your market sees the name of your bundle, you want them to stop in their tracks and think, “Hmmm, that sounds like something I’d be interested in!” And the way to achieve that, of course, is to craft a name that lets people know the topic.
E.G., “The Homeschooler’s Tool and Resource Pack.”
· The name clues prospects into the fact that it’s a bundle. In other words, you want prospects to realize this isn’t just a single ebook or video. You can attract the right audience by using words like “bundle” or “package” in the name.
· The name reflects your branding (where applicable). Your branding may not always influence the name of your bundle. However, if your branding is relevant, then you may include it in the bundle name.
For example, let’s suppose your branding is built around offering business tools and resources for busy moms. In that case, your bundle name might be something like “The Busy Mom’s Business Bundle.”
Here’s the other step…
Brand Your Event
As mentioned, your branding may influence the name of your event. Even if the branding doesn’t show up in the name, it will certainly show up on the website and in marketing materials.
The first thing you need to look at is how to incorporate your existing branding into this event. For example, if you have a well-known logo of slogan, then these items need to appear on your bundle sale page too. And you need to incorporate them into the graphics (such as insert the logo into your ecover graphics).
If you’re just getting started in your niche and you haven’t yet developed a brand, then now is a good time to figure it out. Ask yourself these questions to help you develop your brand…
What feeling/emotion do you want to evoke?
The thing you need to know about your brand is that a brand is based on a FEELING. A brand isn’t just a slogan or a logo. Instead, a slogan and logo are tools you use to help create a certain feeling. This feeling is either what your audience is currently experiencing when they use your product, or what you’d them to experience.
Let me give you a couple examples…
Let’s take a look at Pampers, which is a brand of diapers. In fact, this is one of the top-selling (most trusted) brand of diapers among first-time mothers. The reason it’s so trusted is because of their branding strategy.
Their brand “essence” is as follows: “Love, sleep, play.” Their marketing is based around making the baby as comfortable as possible. And this is the feeling that parents get when they use Pampers – they are making their baby feel safe, loved and comfortable. And the parents feel like they are making the best choice for raising a happy, healthy baby.
You can see this in the brand logo, the colors, the product packaging, and the marketing communications. Everything from the “Love, sleep, play” slogan to the names of the different size diapers (e.g., swaddlers). You can even see it in the descriptions of how the “technology” of the diapers keep babies dry and comfortable.
The bottom line is that parents feel good about choosing Pampers, because they feel good about keeping the baby dry, comfortable and happy. This is how parents show love to their babies. Choosing Pampers is basically a way for parents to express their love.
Now let’s look at a different example: Godiva Chocolates.
If you check their website at Godiva.com, you’ll see that everything about the brand radiates luxury. Enjoying Godiva is not just about eating chocolate – it’s is an indulgence, an experience. You get this luxurious feeling based on the product packaging, the logo, the website colors, and everything else. You even get it in the story of how the chocolates are crafted.
Compare that to something like Snickers or Kit Kat, whose branding is more based on “having a break” or satisfying your hunger. Those two chocolates are positioned as “every day” items – the type of things you might have on a coffee break. That’s very different from Godiva, which is the type of chocolate you’d consume when you want an indulgence.
So, the point is, your branding is going to evoke a feeling. And you need to determine what you want your customers to feel when they’re using your products.
Which brings us to the next point…
What feelings/emotions are important to your audience?
It does you no good to evoke a specific type of feeling around your products if your audience doesn’t value that feeling.
For example, people who are using baby products aren’t all that interested in feeling “sophisticated” or “powerful.” That target market is more interested in feelings of love, comfort, happiness and similar.
Likewise, there may be certain feelings that just aren’t a good match with your audience. You can figure out most of these feelings simply by thinking about the fit between an emotion and your target market. Some of them quite obviously are mismatches.
Some emotions, however, may not be obvious mismatches, yet the audience doesn’t really value a particular emotion. They’re not “moved” by it. In those cases, the best thing you can do is profile your target market. That is, learn as much as you can about them. Find out their demographics, as well as their hopes, dreams and fears. Do some research and surveying to find out what they’re looking for when it comes to solutions in your market. The more you know about your market, the easier it will be for you to create a brand that resonates with them.
What sort of branding do your competitors use?
The next thing you need to look at is what your competitors are doing. You don’t want to create a brand that’s a knock-off of someone else’s brand. You want to create something that’s distinctly different. So, that’s why you’ll want to do your market research, so that you can position your bundle (and your overall business branding) as different than the competitors’ offerings.
What colors match your branding?
Once you know the feeling you want associated with your branding, then you need to start developing a brand and logo associated with that feeling. The first question to ask yourself is this: what colors best reflect the feeling you’re trying to create?
Let me give you an example: if you were developing a brand built on wealth and power, then any pastel color would NOT be a good choice. Instead, you’d want bold colors: red, black, gold, navy blue or similar.
Think about what colors are a good fit for the emotion, then move onto the next step…
What type of logo matches your branding?
Maybe you already have some ideas in mind for logos. If so, you can hire someone to create your envisioned logo.
If not, no worries – this is one step that many business owners outsource. Point is, you can outsource both the development and creation of your logo. You can post a project on a freelancing site like upwork.com, or you can search Google using terms like “brand development specialist” (or even logo development specialist).
What slogan fits with your branding?
Finally, you need to think about how your slogan (which is usually your unique selling proposition) will set you apart from the competition. This is a succinct statement that tells prospects how your offerings are different and better than what the competitors are offering.
This difference could be based on a wide variety of factors, such as:
· Pricing (low or high).
· An unusually strong guarantee.
· Your unique experience or qualifications.
· The unique way the product was put together (in the case of the bundle, it’s by bringing together the top experts in your niche).
· Customer service.
· The unique market segment the bundle is aimed at.
· The bundle is “first” in some category.
Or similar factors.
Let me go back to the example I gave you before…
Let’s suppose your bundle of business materials is aimed at busy moms (“The Busy Mom’s Business Bundle”). You might also have a fitting slogan based on this segment of the target market.
E.G., “Turning Busy Moms Into Business Owners.” That’s a good overall selling position for a business, and it’s a good fit for the bundle too.
That’s just on example. Naturally, you’ll need to go through all the steps above to develop your own brand.
Again, don’t skip this step. You’ll want to create an identifiable brand if you haven’t already done so. That’s because it makes it easier to sell to customers who’ve grown to like and trust your brand. For example, you might want to sell “Volume 2” of your bundle… and that will be much easier and more profitable if you’ve built your branding into the bundle.
So, go ahead and do some brainstorming to develop your branding and name your bundle. Once you’ve completed this step, then you can move onto the next step of the B.U.N.D.L.E. strategy.