Successful brands add a personal touch

Peter Winkle and Nick Perry - Bailey Nelson

When guests arrive at their room at The Old Clare Hotel in Chippendale they may find a personal message, a photo of their pet and advice on nearby attractions customised to meet their interests.

The personal touches are more than just kind gestures, they are part of the hotel’s brand, as The Old Clare Hotel General Manager Timo Bures will explain at an upcoming City of Sydney City Thought Leaders seminar.

City Thought Leaders: The Importance of branding to business will be held on Wednesday 29 November 2017 and will bring together branding experts and local businesses to share their steps to success.

“The experience of each individual customer is really what best describes what we are doing as a brand,” Mr Bures said.

“We find out as much as we can about the customer and relate their stay to their interests. We frame a photo of their original social media post so they know how we found out about them. Around 99 per cent of them are amazed with the service.

“Twitter has since been in touch with us and has included our example in their guide on how to use Twitter.”

Nick Perry and Peter Winkle, co-founders of Bailey Nelson, will also share their experiences in establishing a unique eyeware brand focused on good design and affordability.

“When I was 17 years old I was paying my way through college and wore terrible glasses because new frames were exorbitant,” Mr Perry said.

“I was studying biomedical engineering and mathematics. I looked at the glasses and thought ‘this is stainless steel and plastic – it’s not worth $500.’

“No one was set up to serve young customers. There was a gap in the market you could drive a truck through.”

Mr Perry teamed up with his friend, now business partner, Peter to establish Bailey Nelson. What began as a small Bondi market stall selling 25 pairs of glasses has since grown into a global brand with boutiques across Australia, London, Canada and New Zealand.

The co-founder will share tips with budding businesses and explain how taking the expense and hassle out of buying eyeware is at the core of their brand.

“Optometry can be seen as boring so we try to make it fun – we want to make buying glasses one of life’s pleasures,” Mr Perry said.

Award winning creative director Amy Nadaskay will share trade secrets from over 18 years of working as a branding expert in New York, San Francisco and Sydney.

The founder and director of Monogram will explain how her ‘remarkable truth’ framework can boost brands to the next level of success.

“Brand is actually the experience customers and clients have with your business,” Ms Nadaskay said.

“It’s more than just a logo and guidelines. Unearthing your purpose and the reason you started your business in the first place is key.

“Remarkable truth is the package of your purpose and how it filters into your values as a brand.”

The City Thought Leaders seminars are designed for both existing and emerging small business owners.

The popular business seminars will return again in 2018, with further details to be announced. Sessions will cover topics from general business advice to industry-specific issues.

City Thought Leaders: The importance of branding to business
When: 6.30pm–8.30pm, Wednesday 29 November 2017
Where: Barnet Long Room, Customs House, 31 Alfred St, Sydney NSW 2000

  • Amy Nadaskay, Founder and Director, Monogram
  • Timo Bures, General Manager, The Old Clare Hotel
  • Nick Perry and Peter Winkle, Co-Founders, Bailey Nelson

Cost: Free. Bookings essential.

Source: City of Sydney

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