Event Branding Essentials

I am tired of hearing about sales and marketing alignment. It's an outdated narrative. Here's why: Consider this: Buyers are typically 57% to 80% of the way through their buying process (depending on which study you consult) before they even raise their hands to engage with sales. This statistic alone underscores a critical reality: The Silent Killer in Sales: Overestimating Salesperson Influence Many executive teams believe their sales heroes can close any deal, but here's the reality: Salespeople are closers, not magicians. 🪄 The concept of "alignment" implies separate entities that need to be brought together. In today's complex buying environment, this siloed approach is obsolete. Modern businesses require a seamlessly integrated revenue generation system where sales and marketing function as one cohesive unit. Strong marketing, clear value propositions, and a frictionless buying journey are crucial for success. Think of it like football - Sales is your star running back, but they need a solid offensive line (Marketing) to create opportunities long before the final play. Here's the shift we need: From siloed functions to a collaborative team environment: • Break down walls between Sales & Marketing • Work together on buyer personas, messaging, and content throughout the entire buying journey • Invest in both sides: Equip teams with necessary tools and shared metrics From "closing the deal" to "creating a winning customer experience": 👉🏽 Optimize the entire customer journey: Every touchpoint matters, especially early-stage interactions ️ 👉🏽 Focus on providing value from initial marketing outreach through to ongoing support The benefits of this integrated approach: 👉🏽 Shorter sales cycles: Well-nurtured leads convert faster 👉🏽Higher customer lifetime value: A seamless experience fosters loyalty 👉🏽 Boosted employee morale: When everyone's on the same team, magic happens Let's move beyond "alignment" and embrace true integration. Sales and Marketing are different positions on the same field, working in unison to drive revenue and achieve championship-level results in today's buyer-driven landscape. #sales #b2b #marketing #culture #customerexperience #leadership

4 steps framework for organizing a net zero event. (Offsetting your carbon footprint should be the last one) When planning sustainable events - most companies think of offsetting first. And other 3 important steps are usually skipped. If you don't want to make the same mistake. Follow this framework: Step 1. 𝐀𝐯𝐨𝐢𝐝𝐚𝐧𝐜𝐞 Make a conscious effort to avoid venues, transport, or other activities that create more emissions than others. Step 2. 𝐑𝐞𝐝𝐮𝐜𝐭𝐢𝐨𝐧 Focus on improving efficiency, reusing materials, and minimizing waste to lower the overall carbon footprint of the event. Step 3. 𝐑𝐞𝐩𝐥𝐚𝐜𝐞𝐦𝐞𝐧𝐭 Substitute high-carbon activities with low-carbon alternatives. Consider virtual or hybrid events to reduce travel-related emissions. Step 4. 𝐎𝐟𝐟𝐬𝐞𝐭𝐭𝐢𝐧𝐠 Invest in carbon offset projects to balance out the emissions that cannot be eliminated, such as renewable energy projects or reforestation initiatives. Following these steps sequentially lowers your event's footprint to begin with. Minimizes waste and saves the natural resources along the way. And reduces offsetting cost too. So when you are organizing your next event. Focus on these biggest emission sources first. And apply the 4-step framework to each one of them. Start with 𝐓𝐫𝐚𝐧𝐬𝐩𝐨𝐫𝐭𝐚𝐭𝐢𝐨𝐧 Responsible for 45% of emissions. Use shared vehicles, public transport, or carpool. Offer virtual attendance options. Then consider the 𝐕𝐞𝐧𝐮𝐞 Contributes to 20% of emissions. Choose venues with renewable energy. Opt for green or LEED-certified buildings. Then think about the 𝐅𝐨𝐨𝐝 sources Makes up 15% of emissions. Source food locally. Offer plant-based options. Avoid food waste. And plan for 𝐖𝐚𝐬𝐭𝐞 Adds 10% to the emissions. Select venues with waste management programs. Use biodegradable utensils and reusable items. And finally, 𝐄𝐧𝐞𝐫𝐠𝐲 That contributes to 10% to the emissions. Use renewable energy sources. Schedule events during daylight hours. So by following this four-step process. And focusing on the bigger emission sources first. You can plan a more sustainable event without any external support. 🌍 And you don't have to be a sustainability pro for it! ---------------------------------------------------------------------------- Now that I've shared the framework and steps, excuses like 'We lack the expertise' or 'It will cost more' just don’t cut it. What’s your excuse now? Comment with the lamest excuse you’ve heard for not organizing sustainable events? #SustainableEvents #NetZero #GreenMeetings

It’s been almost a year since we started our experience management journey at Lloyds Banking Group; it’s becoming our design system for CX. We’re about to scale it, so I thought I would reflect on what we’ve learnt over these last 12 months. 1. Your experience hierarchy and journey framework are the backbone of your system. It is the shell that structures experiences at different levels across customer types, products, and channels. You won’t see results until everyone can embrace it. 2. Your hierarchy and framework must work on paper, on a digital whiteboard, and in sophisticated software. There cannot be barriers to entry. 3. This system turns journeys into data products that require structured inputs (like OKRs, analytics, quant and qual research), and structured outputs (like opportunities, propositional bets, and solutions). 4. This, in turn, invites your whole company to align on how you structure and classify metrics, research, opportunities, and solutions cohesively. This is a hard task at enterprise level. 5. This system isn’t a design thing or a CX thing; it’s a real-time outside-in view of how your business is serving customers. It only sticks if product, design, engineering, marketing, operations, etc., all embrace it. This takes a hell of a lot of storytelling and pitching. 6. You can see and feel results such as reduction of siloes and duplication, more efficient delegation of backlog items, and faster design-to-delivery cycles after (approx) 10 end-to-end journeys go live. The language and way of working becomes a domino effect across the organisation, at all levels. 7. This opens the door to conversations about journey-centric operating models— what would that look like, and what would it take? 8. Like a design system, it needs a governance model (and a core team) to create, maintain, and remove components.

Having a solid system in place is one of the key reasons I was able to create high-quality animations for brands and deliver projects faster without delays last year. In my last post, I talked about strategy as the first thing I focus on before working on any project. Another important factor that helps me consistently create great work for brands is the system I have in place. By system, I mean how I start a project and how I deliver it. I don’t wake up wondering, “What should I do now that a client needs a product video or an explainer?” I already have a clear structure that I follow from start to finish. The first system is client onboarding. This starts with a discovery call, followed by qualification and fit check. From there, I prepare a proposal, move into contract and agreement, and then share my payment document. Once that is done, the next system is creative brief and asset collection. After collecting all assets from the client, I move into my project workflow, which includes: • Moodboarding • Style frames • Storyboarding • Animation • Sound design • Revisions • Final project delivery Everything is structured. I don’t guess. I don’t figure things out midway. I already know exactly how the project will be executed. I also have a communication system in place. This helps prevent chaos and misunderstandings. I take clients along the process from start to finish using Slack, email, or other agreed platforms, keeping them updated on the progress of the work. There is also a feedback system, which ensures revisions are clear and organized, and a delivery system that makes the final handoff smooth and professional. Lastly, I have a post-project system, which many creatives overlook. After delivery, I ask clients for testimonials, which I document for future use. I also follow up after one month to check how the project is performing, if it’s helping them achieve their goals, and to maintain long-term communication instead of disappearing after delivery. These are the systems I put in place last year, and they’ve helped me create great work without stress, deliver faster, and produce animations that actually help brands get results. To fellow creatives reading this: systems will change how you work. To founders and teams: let’s work together on your next project. I’m Femi Maven, a motion designer and creative director.

𝗩𝗶𝗻𝗲𝘆𝗮𝗿𝗱 𝗩𝗶𝗻𝗲𝘀 𝗚𝗲𝘁𝘀 𝘁𝗵𝗲 𝗗𝗲𝘁𝗮𝗶𝗹𝘀 𝗥𝗶𝗴𝗵𝘁 Retail in Real Time ● April 6 The experience starts before you ever step inside. Crisp white paneling. Copper lighting. A presence that feels more streetside than mall based. It orients the customer immediately. You understand the brand before the door opens, before a product is ever touched. Inside, the execution is disciplined and remarkably consistent. Every table, every shelf, every rack feels considered. There is no drop-off. No moment where the standards loosen. Top shirts on folded stacks are turned to reveal collar detail. A subtle move that elevates perceived quality and invites interaction. Hanging product is cuffed and styled. It feels worn in. Fixtures and environmental details reinforce the narrative in a way that feels natural. Seagulls, surfboards, boat oars, and driftwood all show up, but nothing competes for attention. It reads as one cohesive point of view. This is visual merchandising doing its job. Not decoration. Translation. Then the human layer shows up. I walked in with a return. A swimsuit that didn’t work. The store manager was warm, engaged, and genuinely appreciative. He acknowledged the purchase that did work, asked about the use case, and leaned into the moment when I shared, we were heading to Key West. A real conversation. Not a scripted one. He even shared context on the nearby location closing and how that team would transition here. Transparent. Human. No pressure to convert. No indifference because it was a return. Just a strong interaction. 𝗪𝗵𝘆 𝗧𝗵𝗶𝘀 𝗪𝗼𝗿𝗸𝘀 Consistency is the strategy. Not just across stores. Across touchpoints. Visual merchandising, store environment, and human interaction all reinforce each other. When those elements align, the experience compounds and the customer feels it. Small details carry disproportionate weight. Collar presentation. Cuffed sleeves. Material choices. Environmental cues. Individually subtle. Collectively powerful. And that same consistency shows up in service. Even in a non-revenue moment, the experience holds. That’s where most retailers break. 𝗪𝗵𝗮𝘁 𝗢𝘁𝗵𝗲𝗿 𝗥𝗲𝘁𝗮𝗶𝗹𝗲𝗿𝘀 𝗖𝗮𝗻 𝗟𝗲𝗮𝗿𝗻 Details are not extra. They are the experience. Visual merchandising should reduce cognitive load. Every presentation choice should help the customer better understand the product. Fit. Quality. Use. Lifestyle. Environmental storytelling should feel cohesive. And service should never fluctuate based on transaction type. Returns are moments of truth, not operational tasks. Consistency across these elements is what separates good stores from memorable ones. 𝗖𝗹𝗼𝘀𝗶𝗻𝗴 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 Most retailers focus on what’s visible. The best operators focus on what the customer feels. 𝗛𝗼𝘄 𝗜 𝗖𝗮𝗻 𝗛𝗲𝗹𝗽 If you’re looking to elevate in-store experience through merchandising clarity, environmental storytelling, and service consistency, send me a note. vineyard vines

Many people think they should make IA Diagram and Sitemaps in their UX Projects. But here’s the truth no one tells you. A sitemap is not the experience. It’s not even the architecture. It’s just a map of roads. And when you're still figuring out what direction you want to go in, obsessing over road layouts is a waste of time. What you need is one clear journey. A story. Like a movie. The kind that makes someone close their eyes and feel the experience they’re about to have. That’s how you find clarity. That’s how you build trust. When you walk someone through a single user’s emotional flow, not every screen, not every permutation, just that one decisive moment, you discover what truly matters in your product. Don’t design all possible flows. Design the experience like you’re telling a story. Start with the scene. Let the character walk. Let the emotions breathe. Then go build the roads. Not the other way round.

If you think onboarding starts after the offer letter is signed, you’re already behind. Early in my career, I was thrilled to land a role at a company that aced the candidate experience. The interviews were smooth, the offer process seamless—it felt like a dream. But when day one rolled around, I walked into a completely different reality. Expectations weren’t clear, I didn’t have the tools I needed, and onboarding felt like an afterthought. I spent my first 90 days feeling disconnected, and it wasn’t long before I started questioning if this was the right fit. That experience stuck with me, and it’s shaped how I approach the candidate-to-employee journey today. It’s not just about recruiting top talent; it’s about creating a cohesive experience where every handoff, from recruiting to onboarding to development, feels intentional. Here’s what I’ve learned works: - Recruiters set the foundation by being transparent about culture. - Hiring Managers are transparent about role expectations. - Onboarding teams carry that momentum, making new hires feel welcomed and prepared. - Development programs kick in early, showing employees their growth is a priority from the start. When these pieces align, new hires feel empowered, supported, and ready to thrive. It’s a small shift that creates a big impact—one that benefits both the employee and the organization.

Ever met someone whose stories drag on FOREVER? (Bet you're nodding.) Picture this: An ex-colleague of mine loved sharing his weekend escapades. But instead of diving straight into the high-speed jet ski chase he had, he’d start with painstaking details about the weather forecast and the hour-long traffic jam. By the time he got to the action, everyone’s minds were elsewhere, probably plotting their escape from his narrative labyrinth. Why does this happen? Simple: Too much setup, not enough substance. The storyteller feels like without the details their audience won't be able to understand the story. Here’s how to fix that using BLUF—Bottom Line Up Front: State your point immediately to grab attention fast. Example: “I ended up in a jet ski chase this weekend!” This hooks your listener right from the start, promising excitement. Trim the fat to keep only essential details. Example: Skip the weather report and traffic woes. Jump straight to the roaring engines and the spray of the ocean. Enhance with emotions to make it relatable. Example: Describe the adrenaline rush and the fear of possibly tipping over. It makes your audience feel the excitement and connect with your experience. End with a twist to leave them wanting more. Example: “Just when I thought I was in the clear, a wave sent me flying into the water!” This unexpected turn adds drama and a memorable finish. Remember, a story well told is a story well sold. Want your stories to pop, not flop? Start strong, stay on track, and always, always keep your audience in mind. They’ll thank you for it. Cut unnecessary detail and start with the point. Your audience should beg you for the details. By injecting vivid examples and keeping the narrative crisp, you transform a mundane monologue into an engaging story that captivates and entertains.

𝐄𝐭𝐢𝐪𝐮𝐞𝐭𝐭𝐞 𝐟𝐨𝐫 𝐚𝐧 𝐔𝐧𝐟𝐨𝐫𝐠𝐞𝐭𝐭𝐚𝐛𝐥𝐞 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞... When we talk about “Customer Experience,” many people think it starts when the customer reaches out for support. But truly exceptional CX starts long before that, right from onboarding and flows seamlessly through usage, support, and feedback. Creating an unforgettable experience isn’t magic; it’s built on intentional etiquette, the small things that make your customers feel seen, valued, and understood. Here’s how to build it from start to finish. 1. 𝐎𝐧𝐛𝐨𝐚𝐫𝐝𝐢𝐧𝐠 - Make the First Impression Count This is where trust is born. ✔️ Personalize the experience. Use their name, acknowledge their goals. ✔️ Simplify setup with clear, friendly communication. ✔️ Celebrate small wins; “Congrats on setting up your first dashboard!” goes a long way. 2. 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐔𝐬𝐚𝐠𝐞 - Educate, Don’t Overwhelm Empower customers to succeed independently. ✔️ Offer guided tutorials and FAQs that actually sound human. ✔️ Anticipate questions; proactive guidance beats reactive support. ✔️ Keep communication lines open, be available, not intrusive. 3. 𝐒𝐮𝐩𝐩𝐨𝐫𝐭 - Lead with Empathy, End with Clarity How you handle issues defines your brand’s humanity. ✔️ Listen to understand, not just to respond. ✔️ Acknowledge the inconvenience, empathy first, solution next. ✔️ Follow up after resolution. That “Just checking in to make sure everything’s okay” message matters. 4. 𝐅𝐞𝐞𝐝𝐛𝐚𝐜𝐤- Close the Loop Gracefully Feedback isn’t a chore; it’s a conversation. ✔️ Ask, don’t assume: “How was your experience?” ✔️ Act on the insights and let customers see the changes. ✔️ Appreciate their time; a simple thank-you can turn feedback into loyalty. 𝐓𝐡𝐞 𝐆𝐨𝐥𝐝𝐞𝐧 𝐑𝐮𝐥𝐞 Customer etiquette is not about scripts or slogans; it’s about sincerity. When customers feel respected, heard, and cared for at every touchpoint, retention becomes natural, and churn becomes rare. How intentional is your customer etiquette today? What’s one thing you or your team do to create unforgettable experiences? Let’s share best practices, the little details that make big differences. #Retention #CustomerLoyalty #31DaysOfCS #CustomerSuccess #CustomerServiceWeek #Growth #Visibility #CustomerServiceWeek #31DaysofCustomerService #LinkedInTopVoice #CustomerServiceTopVoices #CustomerSuccessTopVoices

Your customer is everywhere, → scrolling on Instagram,  → searching on Google,  → watching on YouTube,  → chatting on WhatsApp. If your brand’s message isn’t consistent across platforms, here’s what happens: - Customers get confused. - Trust diminishes. - Engagement drops. --- Cross-platform branding ensures your message is cohesive, no matter where your audience interacts with you. It’s not about copying and pasting content, it’s about tailoring your voice and visuals while staying true to your core identity. Why it works: 💗 Builds Recognition: Consistency makes your brand memorable. 💗 Fosters Trust: Familiarity breeds loyalty. 💗 Drives Engagement: A seamless experience keeps customers coming back. --- Imagine this: A customer sees your ad on Instagram, clicks through to your landing page, receives a follow-up email, and watches your explainer video, all with the same tone, visuals, and clear message. That’s the power of cross-platform branding. Here's some examples of brands nailing this: - Netflix: Consistent storytelling across social media, email, and in-app experiences. - Nike: Seamless integration of their “Just Do It” ethos, from YouTube ads to Twitter responses. --- Here’s what you can do to be like them: 1️⃣ 𝗔𝘂𝗱𝗶𝘁 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗣𝗿𝗲𝘀𝗲𝗻𝗰𝗲 Identify inconsistencies across platforms and align your visuals, tone, and messaging. 2️⃣ 𝗜𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗮 𝗨𝗻𝗶𝗳𝗶𝗲𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 Map out how each platform contributes to the customer journey and connect the dots. 3️⃣ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗧𝗼𝗼𝗹𝘀 𝗳𝗼𝗿 𝗖𝗼𝗵𝗲𝘀𝗶𝗼𝗻 Platforms like Hootsuite and Canva make it easier to manage branding across multiple channels. 4️⃣ 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 Tailor messages to each platform while keeping your brand identity intact. 5️⃣ 𝗠𝗲𝗮𝘀𝘂𝗿𝗲 & 𝗥𝗲𝗳𝗶𝗻𝗲 Use analytics to understand what works where, and continuously optimize. --- In a world where customers jump between platforms,  your brand’s consistency is what makes it unforgettable. Cross-platform branding isn’t just a strategy — it’s the NOW of customer engagement. --- PS: Ready to make your brand’s message consistent and impactful everywhere your audience is? Let’s create a strategy tailored to your goals. Connect with me today! 🚀