Classic Podcast: How to Differentiate Your Business

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Marketing Podcast with Bernadette Jiwa

For this week’s episode of the Duct Tape Marketing Podcast, we’re turning the clock back to 2013 and one of the most popular, and one of my favorite interviews of all time. We’re revisiting my chat with Bernadette Jiwa, and we talk about her then new book Make Your Idea Matter. Since speaking to her, she has published three more books including The Fortune Cookie Principle, Difference and her latest, Marketing: A Love Story. You can visit her very popular marketing blog, The Story of Telling here:

Jiwa is someone you should be following if you’re not. She created her brand by doing one thing very well – creating content people love.

She’s the leading voice these days on differentiating your business and someone that has proven you can build a large and loyal following through content.

Questions I ask Bernadette:

  • How writing a book based on a blog is different than writing a “Big Idea” book
  • How do you define branding in a small business setting?
  • How can a single moment play into the definition of your brand?

What you’ll learn if you give a listen:

  • How to differentiate your business and not be boring
  • How to decide on what to write
  • How your customers are involved in the creation of your brand 

This week’s episode of the Duct Tape Marketing podcast is MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit:

Experiential Design: the Importance of Cohesive Event Branding

Today’s Guest Post is by Tori Atkinson – Enjoy!

Event branding offers companies, organisations and collectives a chance to massively amplify awareness – using experiential design best practices to offer an impactful and unforgettable experience. Through the power of distinctive, dynamic design, businesses can harness the immense potential of event branding – but it’s only through an intelligent and cohesive approach that you’ll experience the full effect.

Here’s how it’s done.

The Campaign Trail

The success of any event depends on how you execute the countdown. This phase is often neglected by businesses and organisations during the run-up to the big day – but taking the time and initiative to plan the preliminary elements, with a focus on cohesive design, is the key to ensuring the best possible results on the day of the event.

A strategic approach to event branding involves the creation of elements designed solely to build awareness and maximise the hype prior to the event itself. Considering how professional event design could enhance your invitations, tickets and even social media pages during the proverbial drumroll will generate as much interest as possible – boosting attendance and creating some welcome buzz around the event during the weeks or months beforehand.

Try it: bring some design cohesion to your event campaign materials by using one consistent tagline across the invite emails, print media and physical or online tickets to create a sense of recognition. Using one core aesthetic theme throughout, like one unifying symbol or colour scheme, adapt and embellish this as you see fit across the various design elements so that all materials are complementary without being visually identical.

From the Drawing Board to the Big Day

Event branding is an involved, ongoing process that starts with the drawing board and develops and evolves continually until the day of the big event. A sense of cohesion is crucial to experiential design – as no event will have the aesthetic or conceptual impact it should have without some harmony among its various parts. From the initial design stages to the production of event elements, the overarching concept should ring loud and clear across the campaign.

Ensuring that the unifying idea behind your event isn’t forgotten along the way will prevent the core message from being lost or diluted. So whether it’s pre-event advertising, the all-embracing branding or the experiential design itself, keeping a firm grip on the concept of the event will guarantee that it’s cohesive, connected and delivers on every promise.

Our work with 100%Design involved creating a holistic campaign design and carrying this concept throughout all elements made to support, promote and populate the event. Settling on an idea of ‘inspiring connections’ that tied everything together, we were able to guarantee total cohesion across the event branding.

Try it: keep a rigid focus on the overall purpose and concept of your event and create every element with this in mind. Promotional materials give you a chance to hint at your concept in a more abstract way, whereas the event itself is where you can bring these abstractions into the tangible, three-dimensional world.

‘Inspiring Connections’ was a theme that simultaneously offered inspiration for the pre-event promo design and informed the way the actual event was populated and presented. All elements of the event served as a translation or physical representation of this key concept.

Photo by Shaw+Skerm

Photo by Shaw+Skerm

Attendee Journeys

Creating a sense of togetherness throughout your event branding is especially important where the attendee journey is concerned. Whatever the ultimate aim of your event is – whether it’s to increase brand exposure, raise awareness on a given topic or drive sales and subscriptions – the journey an attendee takes from entrance to exit needs to be subtly and strategically designed.

With all elements of the event working in synergy, the journey from A to B should be seamless – that way, your audience will have the most immersive and engaging experience possible. Maintaining a sense of perspective throughout the event branding process guarantees results. It’s by keeping one eye on the big picture, exploring how different elements interact and how they work to communicate your core message, that you’ll deliver a meaningful and memorable event.

Try it: when designing the event itself, keep all primary components connected by enforcing one overriding aesthetic theme – whether that relates to colour, form or the message your displays communicate. Guaranteeing that all elements contribute to the central theme in a way that’s clear to all attendees will ensure you leave a powerful and lasting impact.

Tori AtkinsonTori Atkinson is a creative design blogger for Shaw+Skerm – providing professional event branding services to SMEs and organisations throughout London.

How to Make Your Brand Matter

Today's Guest Post is by Duct Tape Marketing Consultant Georgie Gallagher, Enjoy! Every business has a brand – even if it thinks it doesn’t. Your local coffee shop has a brand. Your local accountant has a brand. Your local vet…

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