This event branding strategy changed everything
As a business owner, we attend plenty of events on a daily basis – a few we are invited in and others we actively seek to be a part of. But out of all those events, how many truly stay with us?
Do we remember each one of them?
Probably not.
So why do some events leave a lasting impression, while others fade from memory?
The answer lies in event branding, the subtle yet powerful way an event is packaged, presented, and positioned in your mind. While branding has become a cliché term, its impact is anything but ordinary. Branding is essential for business, and it is crucial for the success of your event as well.
Thus, enter event branding that not only helps you promote your event but ensures to increase the recall value of it as well.
In the following section, we will touch upon what event branding is, why is it important, and what event branding strategy you should follow to turn your next event as successful as it should be.
Event branding – the ins and outs
Event branding is the effort we put in, to add an individuality to the event besides the organization’s brand value. Such efforts enhance visibility and memorability of the event long after it is over.
Similar to how we brand businesses, event branding also uses branding elements like logos, colours, fonts, tone of voice, brand personality, and the rest to make the overall event experience stand out. When done right, it leaves a lasting impression on attendees.
The why behind event branding
Do you remember the best event you have attended in the past? You are likely to remember its name, the speaker, the food, the people you met, and even the after-party stuff. Branding an event shapes how every stakeholder from the organizer to the host, and speaker to sponsors are involved.
For instance, you attend an event of Adobe that unfolds the exciting features of their upcoming application. The brand their event so well that you not only understand the features of adobe on your mobile phone but you also remember the tiny details of the event such as the people you met, the food you had, and the value it added to your life.
So, the point is, a branded event helps to generate leads, build loyalty and credibility, and the required after support.
Event branding strategy that never disappoints
Branding an event is akin to branding a business, you must follow a step-by-step procedure to define a unique identity for you event. Here’s how to do it:
Step 1: To initiate your event branding, you should start by defining the following;
- The purpose of the event: What is the primary goal of your event?
- Who is the target audience: Who you are going to host, why would they attend the event?
- What is the brand messaging: How would the event align with your organization’s objectives?
Step 2: Building a strong visual identity
Creating a strong visual identity helps the event to become instantly recognizable throughout. The essential elements are:
- Event logo: A distinct design that aligns with the company’s overall branding.
- Typography & colour palette: Consistent use of colour scheme across all the branding collaterals.
- Multimedia & graphics: Custom animations, videos, and other interactive elements to add to the branded visuals.
Step 3: Implement pre-event branding strategies
Branding begins well before it actually becomes visible. So, before you launch your event, your event branding must include:
- Branded invitations and email campaigns.
- Social media campaigns.
- Event website and landing pages.
Step 4: Creating a full branded event experience
Event branding doesn’t just cover one aspect of your event; it aims to integrate into every aspect of your event. From onsite to offsite, everything is covered under the branding umbrella.
- Branded signage and stage design
- Interactive exhibits
- Branded merchandise
Step 5: Branding beyond the event
Branding of an event doesn’t end with your event; it continues with a post-event strategy for a continuous engagement and long-term impact. Some post event branding strategies are:
- Follow-up emails and surveys
- Event recap videos and social media highlights.
- Exclusive online communities
Wrapping up
Event branding is the cornerstone to the success of your business events. If you want to move beyond the cookie-cutter event management and want your event to stand out among the rest, it is time to choose event branding over anything else.
Because it is essential to create memorable and high-impact experiences. To know further about event branding, get in touch with our team at Write Ink now.
Image Reference: Freepik
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