Branding is a hot topic in marketing these days, but it’s defined in different ways and looked at from different angles. There are many components that make up a brand, and we call each component a Brand Layer.

Here are our definitions of some of the most important Brand Layers:

Brand Foundation

The base from which all brand elements will be created and measured against for accuracy. This layer consists of the following elements:

- Brand Vision is your company’s plan for itself-how your company wants to appear to the world, and how your company wants to grow and change in coming years.

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You go to the grocery store to buy salsa. None of the brands on the shelf
look familiar to you, so you’re going to purchase a new kind. You see that
all of the brands come in mild, medium, and hot versions. You don’t want to
spend too much time on a “salsa purchase decision,” so you finally reach for
a jar that looks good and put it in your cart. When you get it home, it tastes
just as good as any salsa.

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A friend of mine recently held a launch party on Mother’s Day for her new book. Another is about to celebrate being in business 5 years by holding a cocktail party. I overheard a conversation about holding a networking breakfast to inform potential clients about a new service. And I too am currently organising my book launch. So what’s this got to do with you? Well these “special events” come under the umbrella of public relations and are a great way to promote your business. Staging an event is good PR for you and your business. If it’s done well you may gain media coverage, raise the profile of your brand and increase awareness of your products or services. If nothing else it is a great way to get clients, prospects and influencers together to help spread the word about you and your business. Here’s a look at how to manage an event, from the largest scale to the smallest. It could be a networking event, a media conference, seminar or workshop, fashion parade, open day, product launch or even a cocktail party.

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