Knowing the power of event branding is the key to success for your business today.
Let your audience experience an event where ideas come to life. Invoke a sense of excitement for your attendees through a completely different realm where they will be amazed by the sights, sounds, and activities that await them.
Event branding can help you enhance the credibility and visibility of your business. Effective event branding can establish a strong brand identity and build long-term relationships with stakeholders significant for your success.
What is Event Branding?
Event branding is a process of creating a unique and memorable identity for an event that communicates the purpose and personality of the event. Event branding involves creating compelling cohesive messages that resonate well with the target audience.
Event branding can help differentiate the event from others and create a recognizable brand identity. The goal is to humanize the event branding and develop an emotional connection with the audience, conveying a clear and concise message that inspires engagement.
The Difference between event branding and event marketing
Both event branding and event marketing are essential for businesses and serve as key differentiators to stand out in the market. Whereas, both serve different purposes.
Event branding is focused more on incorporating brand elements such as brand name, logo, and visual elements that reflect their audience and goals.
Event marketing on the other hand is a process of promoting the event to the target audience through different channels such as social media, e-mail marketing, and advertising. Event marketing strategies focus on establishing a sense of excitement, and anticipation among attendees about the happenings in the event.
Why is Event Branding Important?
Event branding is important for garnering the attention of your target audience and developing a stronger connection that makes it a more rewarding, and memorable experience for them.
According to a report from The Event Marketing Institute, 74% of the target audience is more likely to buy the product from a brand that delivered a mesmerizing event experience.
Event brand identity seamlessly integrates the positive emotions to a product or service, shapes how attendees, stakeholders, and sponsors perceive your event, and help you establish a long-term appeal of your event that results in repeat sale, new customers, or brand advocates.
Benefits of Event Branding
An effective event branding strategy incorporates all elements of your brand identity into a cohesive framework and creates an exciting experience for the audience. Let me repeat, brand experience is essential for your target audience. Thus, event branding benefits go beyond sales and increase business revenue.
How Event Branding Helps in Increasing Event Registration?
A strong event brand can attract more audiences as it creates high engagement and a sense of excitement. Effective event branding creates a positive impression in the minds of the audience, increasing the likelihood of them registering for the event.
Also, it is important to ensure that your event branding strategy reflects your brand’s objective, and vision and conveys the right message that attracts the right audience. Utilizing social media platforms and other digital marketing tools can help in amplifying the event branding strategy.
How Event Branding Helps in Creating a Lasting Impression on Attendees
A well-executed event branding strategy is the key to creating a lasting impression on attendees. Event branding must incorporate your distinctive logo, brand theme, consistent message, and brand voice through all promotional collaterals and platforms.
When attendees experience a well-thought campaign, they are more likely to develop a sense of connection which can influence their future decisions regarding the brand’s product or service.
Core Elements of Events Branding
Core elements of event branding include brand identity, creative visual content, and consistent messaging. Where other event touch-points such as pre-event marketing, on-site attendee experience, and soliciting feedback can help brand professionals refine the event further.
Effective event branding requires a cohesive strategy that tells your story to the world through visuals and appealing materials.
This section explores the essential key elements and tips that you can utilize for impactful event branding.
Key Elements and Tips of Impactful Digital Event Branding
Branding an event with a consistent brand identity, appealing visuals, and engaging targeted messages will enhance the brand’s impact. The key elements of impactful digital event branding discussed below can help you create a memorable experience for attendees.
Website Design and Content
Website design and content are the most crucial element when it comes to event branding, as they can drive attendee engagement, and develop their perception. Content for events provides the insight to the visitors about the event theme, objectives, and vision of the business.
You need to address four key components when branding a website for your event:
All these elements must reflect your brand personality and values. Here, Harley Davidson’s 120th Anniversary Celebration event webpage is a clear event webpage design that features iconic posters for the perfect event brand identity and content that engages thousands of H-D enthusiasts.
Social Media Presence and Marketing
Social media event marketing can generate a lot of buzz for your event. You can easily run a campaign before, during, and after the event to strengthen your presence and develop interest among others for future events.
Social media is a powerful tool to create visibility and show presence for your event. Particularly Facebook events create engagement, drive interaction, and help you build a community around the event.
Email Marketing and Communications
Email marketing can drive the attention of your target audience toward your brand for any good reason. It gives you the ability to reach out to your prospective attendees directly and have them registered through your channel for all important announcements and updates.
Email marketing design for an event must include brand-relevant elements such as color, fonts, logos, and theme. For thoughtful event branding, you can team up email and communications strategies together.
For example, Samsung Unpacked 2023 event branding email template incorporates visually appealing graphics and call-to-action to enhance the effectiveness of the campaign.
Virtual Event Platform Design
Virtual event platform design can help businesses create an immersive online experience for their audience, and attract attendees to join the virtual event. Curate and personalize attendee experience through data by seamlessly monitoring analytics and integrating it into the backend.
Design an appealing webpage to promote virtual events that are inviting and memorable. Here is an example of how Amazon is branding its virtual event through web design and content, blending the elements effectively.
Virtual Networking and Engagement Tools
In the digital age, it is imperative to develop a virtual network that acts as an engagement tool to attract the right audience. Virtual networking and engagement tools such as live polls and Q&A sessions encourage attendees to participate and help businesses gain insightful information. Expert events marketing agency can also help you further improve their event branding strategy.
Interactive Experiences and Games
From basic games to complex life simulators, they all make your event more interactive and appealing to a larger audience. You can make your event immersive with interactive experiences such as the augmented reality that use game design to keep people occupied or create trivia-style challenges for the attendees.
Live streaming and Video Production
Livestreaming is no longer a novelty, it has become imperative for businesses to win audiences for their event. Livestreaming is an effective digital tool to reach your audience and drive more attendees to the event. Whether hosting a virtual event, or in-person, live streaming can help emotionally engage the audience with the content and develop a strong connection.
The best way to make your event truly stand out is through an event video that keeps viewers interested and includes sound bites from attendees that deliver key messages.
Speaker and Presentation Branding
Co-branding is the term that can be used to forge a relationship with the audience through the speaker and presentation branding. This lock-step approach helps you build a positive perception of the event by including speaker information, single-track sessions, and presenting information about resources that would be made available to attendees at the event.
For example, MWC announced key speakers for the event, and the results were outstanding, as it gained high followers and increased the number of attendees.
Virtual Booth and Sponsorship Opportunities
Virtual booths give the ‘commercial break’ to your event, as sponsors provide upfront value to attendees and engage them more conversationally. It’s a great idea to set up a virtual booth, leverage push notifications, promote a few sponsors, and host demonstrations to level up your attendee’s interest in a virtual flip. Sponsors can make a huge difference in event branding, and help drive registrations through engagement.
Post-Event Follow-Up and Engagement
As you get to build the buzz with all the key event branding components, then this is your time to nurture your attendees down the funnel with an impactful follow-up that allows you to measure the connection that has been developed during the process.
Some of the best event branding strategies include post-follow-up and feedback components. Here are some tips to follow up with the attendees:
- Personalized thank you email
- Post-event survey
- Posts photos from the event
- Invite them to attend your next event
Key Elements of Impactful Onsite Event Branding
Onsite event branding is the main pillar for your business’s success. You can incorporate a mix of branding ideas for events to create a pleasant experience with eye-catching visuals. Make sure you stay consistent with brand design elements when conducting onsite event branding.
Let’s explore some smart ways to leverage onsite event branding for a lifelong impression.
Signage and Banners
You might think to neglect small details like signage and banners, but they add a whole new dimension to improve the attendee’s experience. Signs are important to help attendees find the place and relevant information, as confusion can lead to tarnish their experience and make anyone feel annoyed.
Sponsorship and Partnership Displays
When considering corporate branding ideas, do not miss out on displaying logos of your sponsors and partners, as they add value to your event. Publicizing your event and bringing more people to attend can only become possible through wider outreach, and that is possible through sponsorship and partnership. Their association with your business instantly upsurges the market value of your event and boosts media coverage.
Decor and Theming
Onsite event décor and theme create the event brand identity, communicate the message and build a perception in the mind of attendees. Also, the right décor and theme sets the mood and creates an atmosphere that you want your attendees to experience.
Marketing Materials and Giveaways
Event giveaways always strike a chord, resulting in significant results like boosted sales, increased brand awareness, and enhanced brand recognition. Keep them functional and valuable that get attendees talking about your event. Marketing materials encourage engagement and add to your event environment. Marketing materials important for strong event branding include:
- Wristbands, Passes
- Media Wall
- Business Card
- Product Catalog & Flyers
- Social Media Props
Stage and Audio-Visual Design
A well-designed stage makes the most of the event layout, and the audio-visuals add to the overall event branding impact. Be conscious of space, skip heavy lighting fixtures, go wide, raise the stage, and use rich elements within an event space.
For example, if you’re conducting an outdoor event, make sure your audio is right for the space. Or if you are planning a corporate event indoors, keep the stage spacious, and free from trip hazards because there will be a lot of movement on and off the stage.
Attendee Engagement and Interactions
Attendee engagement and interactions can be enhanced in several ways such as through games, contests, and polls. Also, create networking opportunities through roundtable discussions, Q&A sessions, and networking lounges within your event venue.
Additionally, social media props and media walls can add enhancement to your event, as attendees will click pictures, or record videos to upload on their social networks, giving your event an instant boost.
Staff and Volunteer Attire
Maintain utmost professionalism, and make sure your staff and volunteer wear branded t-shirts or uniforms, to help attendees identify easily. We recommend closed-toe shoes for the safety of your staff and volunteers. Keep up a cohesive appearance that represents the event and your business.
Food and Beverage Branding
Don’t do it all. Partner with a local vendor or a popular brand to provide food and beverages for your event. It can take a lot of hassle off your shoulders, and you can focus on more important things. Make sure food and beverages reinforce the event message and represent your brand, creating a memorable experience for the attendees.
Photography and Video Production
With the dawn of the digital era, photography and video production have become imperative for any business event. Capture significant events and moments of celebration at your event. Make sure you have a video production made for your event, as you can use it for your future marketing materials. Whether it’s a product launch or a charity event, a professional video can generate interest and excitement.
Inspiring Event Branding Ideas to Emulate
Here’s a look at how companies add an imprint to an event that sparks intrigue and excitement even after the event is over.
The Web Summit
The Web Summit is a technology Conference that brings together people and companies in the global tech industry. Event branding at TWS incorporates elements such as passion, excitement, and enthusiasm that are visually presented in an appealing way to drive registration. Their website offers relevant information, and call-to-actions for registration and partnering.
SOURCE: WEB SUMMIT
Lollapalooza is a rock festival that features performers for a four-day event. The event website incorporates brand elements such as logo, font, and theme. They also showcase pictures from past events and call-to-actions for event sign-up and tickets.
CES (Consumer Electronics Show)
The CES event branding appeals to the promise of technology, based on the pillars of progressiveness, passion, and innovation. The brand concept for the event advocates technology that improves the world, a brand promise of being all-inclusive for business in the industry. The event brand experience can be translated as grand, insightful, and optimistic.
While the colors you choose for your event may appeal to your audience, and impact their engagement. For example, if we analyze TED Events, it incorporates a red and black theme. The red color represents passion and excitement, a thought-through event branding strategy by TED.
Moreover, their event webpage delivers concise, clear, and relevant information for the attendees, with a call to action “Attend the Event” to drive registration.
New York Fashion Week
New York Fashion Week (NYFW) is the perfect example of event branding that went beyond the runway to engage its audience. NYFW event website represents inspiration, escapism, and design stories that visually translate their purpose and convey the message to their target audience and attendees.
Maker Faire is a perfect example of how event branding can help your business built curiosity, collaboration, and excitement. The branding elements and visuals attract tech enthusiasts to the event. It has created its mark as a flagship DIY event where people come together to craft.
SOURCE: MAKER FAIRE
As the event, Burning Man celebrates artistic, self-expression and builds a community, the branding element for the event is surreal. Event branding on the website communicates a clear message, provides a countdown for the event, and develops a sense of excitement among prospective attendees.
SOURCE: BURNING MAN
The Next Web (TNW) Conference
The Next Web Conference website design and theme tells a story of inspiration, imagination, and intuition, visually representing their purpose. Event branding elements of TNW evoke a sense of innovation, thoughtfulness, and reliability among prospective attendees.
The Game Developers Conference
Game Developers Conference (GDC) is one of the most highly anticipated events in the industry. GDC event website design and content are designed keeping the colors, logo, fonts, and theme in mind. Call-to-action is also clear, keeping the event branding on point.
Moreover, the GDC event website also runs an ad in the header, showcases social media icons on the right, and prominent click-through buttons to register and exhibit.
Events are a great way for organizations to showcase who they are, what they do, and why they do it. Adobe MAX event is the right example of such an organization that lines up all the elements to create an event brand identity.
With a strong memorable background image, catchy headline, color scheme, and distinctive headlines, the Adobe MAX event webpage gives a simple, and eye-catching appeal with clear typography, introductory video, and sleek illustrations.
SOURCE: ADOBE MAX
How to Maintain Consistency in Your Event Branding
For successful event branding, it is important to maintain consistency to create a strong and recognizable brand identity. For brand consistency, make sure the following brand elements remain the same:
Moreover, ensure your event is aligned with the branding guidelines to create a memorable and impactful event experience for your attendees.
How to Measure the Success of Your Event Branding
Measuring the success of your event won’t be possible without having a clear understanding of your Key Performance Indicators (KPIs). Also, you can measure the success through website traffic, analyzing the data through Google Analytics. The number of registration and the number of attendees at the event can also give a measure of successful event branding. You can even conduct social media polls post-event to get feedback and utilize it for improvement in the next event. By analyzing these metrics, you can enhance the opportunities for future event branding, and evaluate cross-channel branding activities.
Frequently Asked Questions:
How is event branding done?
Event branding is the process of creating a unique experience for your attendees by maintaining a consistent brand identity for an event. Event branding refers to setting the tone of voice, verbal cues, and personality of your event, aligned with your brand’s core brand elements.
How do I start an event brand?
- Define your brand purpose and identity
- Maintain brand consistency
- Establish online visibility
- Create messages & ads
- Set a name for your event
- Create a compelling tagline
How do you promote a brand for an event?
- Create an event web page
- Create a Facebook event page
- Cross-platform sharing
- Create hashtags
- Email marketing
- Influencer marketing
To Sum Up
Event branding allows the business to truly connect with the audience and deliver experiences that go beyond the brand. Event branding experience pays off in a rewarding way for the business, as it gets recognition, increases business value, and creates credibility in the marketplace. When creating an event, it is important to have an events marketing checklist to ensure that all aspects of event branding are covered.
As the marketplaces are evolving, businesses need to understand that event branding can be a key differentiator as it creates a unique identity, and makes it stand out.