What to think about when it comes to event branding
Event branding is essential to create a memorable and recognisable experience for your attendees.
Great event branding will leave attendees feeling positive about your brand. When branding an event consider the event’s values and culture and think about keeping the event brand unique so it stands out.
Create a story that you and those audience will speak about that carries key message throughout your event and ties your event together.
What is event branding?
Event branding gives meaning to a product, helps build credibility, loyalty, recognition and support the brand. It helps create a unique brand experience which reflects your organisation whilst also being a standalone brand in its own right.
It should include digital and physical on-site branding and should be consistent and recognisable whenever, and however, it is used.
Why is event branding so important?
Your brand shapes how attendees, stakeholders, and sponsors see, experience and remember your event. The values that are associated with your brand should shine through everything from the pre event marketing, to tickets, to the experience itself. While this is a part of the sphere of event marketing, it has its own, often very specific requirements. Branding includes not only a logo, but a website and many other things such as a registration app, social media marketing, digital marketing material, site design, set and stage design, sponsor and hospitality areas, exhibition stands, VIP packs and even event swag.
Where is event branding used?
Your event website will normally be the hub of the event. The website sets the stage for the brand and how the event’s story and value proposition is shared with your audience, and the public. The event itself and everything that comes with this is an extension of your overall brand identity.
Event marketing strategies are key to creating successful, well attended events. Putting well considered strategies, research, and creative processes into marketing the event will ensure your event creates a buzz and is appealing. Give your audience multiple opportunities to hear about the event, sign up, share the event with others, and talk about it before, during and after.
Promotional products are an effective form of advertising. With society becoming more environmentally conscious, look at products that are useful, meaningful and make a minimal (if any) impact on the planet.
Create a clearly defined social campaign to introduce your brand and build awareness amongst your target audience. Create hashtags to tie your social media campaigns together and help your audience connect and share their experience that can be traced back to the event.
Video content has become an important part of how we consume content. This applies to events as well as most other sectors. Ensure your event brand is clearly displayed in videos that may be shared socially as teasers, in promotions, on television and at the event itself.
According to CrowdCompass, there has been a 15% increase in the use of event apps over the last year, with attendees expecting that app to provide content which will enhance their experience. Include maps, interactive pages, push notifications, in-app banners, surveys, gaming elements and a social event wall. All of these are great ways to get your brand in front of your relevant audience.
Set and stage design
Reflect your brand within the set and stage design to create impact for your attendees. From the shape of the space and stage used, to live streaming, presentations and sponsorship or hospitality zones.
Include your event logo everywhere. You can and be creative with it as it should be the most recognisable image. You can include your event logo in the lighting by projecting it on to wall, dance floors, on the screens during the event and on signage. Include it into the food and beverages and the décor by using those same colours to continuously connect your brand with the audience.
An important element to any event is your event email marketing. As you connect directly with potential audiences, sponsors, stakeholders, it’s important to make sure your brand looks crisp. Keep your email communications simple, clean, and clear. Define your messaging and use your brand and branding to engage your audience making it easy for them to register, sign up or find out more.
Event branding is more than a logo and company colours. Creating a thoughtful brand that connects with your audience in different ways will ensure it resonates with your audience before, during and long after the event. Your event brand should be incorporated into every element of your event to tie it all together.
Do you need some help creating a brand or logo for your upcoming event? Contact our experienced team today, or read our blog about creating event logos with further tips.