Module 4: Brand, Identity and Messaging

Your positioning decides what you want clients to remember. Your brand is how they come to remember it: the name on the van, the colour of the proposal, the tone of the first reply and the story a past client tells at a dinner party. This module turns the decisions from Module 3 into a brand a small event business can run without an agency. You will learn what a brand really does for a service business, how to choose and protect a name in Canada, how to build a visual identity and a voice that stay consistent across every touchpoint, how to organize your messages into a simple message house, and how to tell your founder story and your clients' stories without overselling or breaching anyone's privacy. It is written for planners, performers, caterers, venues, photographers, décor and rental companies, with Lantern & Lane as the running example. By the end you will have a one-page brand guide that anyone who works with you can follow.