Defining Your Brand: Passion, Philosophy, Platform and Process


Strategic direction, marketing platform, and operational concerns dominate the issues confronting owners of creative businesses in the event industry. How do you differentiate your business in the face of ever-increasing and, at times, overwhelming competition? How can you take your business to the next level? What is missing? This class will discuss the 4P’s – Passion, Philosophy, Platform and Process as they relate to creative businesses in the event industry. I will introduce journaling as a method of getting at the core of what your creative business. I will then discuss how to use the identified core to create a “Lookbook” that you can use with your potential clients. I will talk about the importance of process – having image match energy at all times. Finally, I will discuss growth and expansion and the importance of knowing the difference. The result: having your creative business in the event industry stand out simply by being the best, truest version of itself.

Filmed on location at Sentry Centers Midtown East.

Learning Outcomes

  • Be able to define & understand the importance of the 4 P’s.
  • Understand the value of Journaling.
  • Appreciate the value of a Lookbook.
  • Understand how to integrate Process so that image matches energy.

Course Information

Estimated Time: 46 mins

Difficulty: Advanced


CMP Credit Hours:

Sean Low

Sean Low is the Founder and President of The Business of Being Creative, a consulting firm focused on providing practical advice to those in the business of being creative. Prior to founding The Business of Being Creative, Sean spent six years as the President of Preston Bailey Design, Inc. representing Preston in his business endeavors around the world.

Sean’s client list includes, among many others: wedding designers, Tara Guerard and Michelle Rago; eventiste, Marcy Blum; wedding cake master, Sylvia Weinstock; wedding bloggerati, Style Me Pretty; wedding photographer, Christian Oth and famed interior designer, Vicente Wolf; and furnishing retailer, Interieurs. Sean is passionate about challenging creative businesses to be the best versions of themselves, helping them set the foundation for growth and development and working along side creative business owners to take their businesses as far as they want them to go.

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