The Night Time Industries Association (NTIA) in Australia, supported by the Office of the 24-Hour Economy Commissioner(O24HEC), has written this guidebook as a practical resource for the industry.

Central to successfully navigating the journey from a good idea to a profitable business is establishing your company’s brand and identity. This guidebook looks at the issue of brand and identity for night-time economy operators. It considers the importance of having a clear vision, communicating that vision among your staff, and reflecting it into every last detail that makes up your venue. Creating a successful brand can be the result of an intuition or gut feeling about what ‘seems right’, or the product of extensive market research.

This guidebook highlights the importance of being authentic, while at the same time trying to drive sales and return visitation. It considers the trend towards personalised service experiences, and the importance of positioning the customer at the centre of everything you do. It includes a case study of some of the key elements that make up the successful Merivale brand. Of course we also provide our Top 10 Tips, including using the drink test to help make sure you select staff who will best represent your brand.