Creating a Second Brand for Entry-Level Services
I recently chatted with Sage Coach Kate Franzen, owner of Glint Events, about why and how she set up her wedding coordination services under a completely separate brand, Snap Event Co. Her lessons can be applied to all segments of our industry:
- Kate was turning away customers that didn’t fit in with the large-scale events that Glint produces. She realized there was an opportunity for her to introduce an ‘entry-level brand’ for coordination services.
- With the two separate brands, Glint & Snap are able to individually use language that each target audience will connect with.
- Creating separate brands allowed Kate to systematize Snap so that it operates independently from Glint.
Watch our conversation here:
ALSO – I’ll be on Clubhouse this Thursday at 4pm EST with Kelly Marie Thompson, owner of Fleur. We’ll be doing a live Q&A on staff development for your event business. Come with your questions for Kelly!