HOW DOES YOUR BUSINESS BECOME A BRAND & WHAT ARE THE BENEFITS?
The Professional Photographers of America (PPA) Annual Conference

Date: January 12, 2014
Time: 5:00-6:15pm
Phoenix, Arizona

Brands are about the marriage of fact and narrative. It's important to convey what makes you different—your special capabilities and
traits—so that potential customers can easily understand what sets you and your business apart from the competition. Brand definition
has very practical applications, as it is at the core of all marketing activities, providing the guide for allocation of your precious financial
and personnel resources. Learning how to communicate and operate as a brand takes the guesswork and reactivity out of your career,
helping you to approach your communications and marketing in a strategic and tactical way that will help clients to understand why to
hire you rather than another photographer.

This presentation is a primer on brand definition where Beth will talk about some major American and global brands, and give guidance
on how you can define your own brand. Learn about claiming the territory —both internally and externally—that defines who you are and
what you are offering in the marketplace.

Why is this helpful? Defining and communicating your brand will help you to be happier in your work and more successful in your career,
and can translate into real increases in sales and market share. You will come away thinking like a brand strategist, and with some practical
tools to use in looking at your own brand, no matter what segment of the photography business you are in.

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