Brand strategy goes far beyond a logo, although that is an important first step in branding your business. Many business owners fall into the trap of underestimating the importance of branding in business. Branding is how consumers interact with your brand. Developing a brand personality is the key to creating an interactive consumer experience that people connect with. Once you have your customers connecting and interacting with your brand, you’re well on your way to converting them into loyal customers who actively seek out your brand over others. One way many companies attempt to solidify their brand personality and customer loyalty through connection is by event branding. People love to attend events. Getting out and interacting with a brand they trust and appreciate is an active opportunity most people would enjoy. Unfortunately, many of these events fall flat. Learn how your company can avoid the pitfalls to create a successful event that resonates with your audience.
Learn more in this guide to event branding and its pillars of success.
Know what you’re doing and why you’re doing it
Before you embark on the journey of event branding for your business, develop an understanding of why you chose this method of marketing. Event branding is a cost-effective way to stand out to consumers and tap into a new market while strengthening ties with your existing customer base. At its core, successful event branding can be boiled down to a simple formula: your brand identity + a fun twist = an event-branding hit.
Decide on a design and plan accordingly
When you start planning your event, decide on a design and plan for all the details. There is more to your event than a fun time; at its core, your event is meant to make a connection with the audience. Solidify your intentions and get to planning, keeping your purpose of promotion in the forefront of your mind. A good place to start is with decorations.
Decorate with intention
When you start the planning process for your event décor, keep in mind your ultimate goal is to connect people to your brand. So brand almost anything you can but keep it feeling organic. This task is a difficult one. Slapping your logo on every fork and piece of glitter that makes an appearance at your event is an excessive use that could be off-putting to guests. Keep it authentic by using a mixture of the following elements.
- Primary logo: this should be the main logo your company uses that includes your company name.
- Secondary logo: this is a simple symbol meant to convey who your business is without a name.
- Color scheme: use your company colors and a base or neutral color to decorate your event so the audience is reminded of your company in a subtle, not so in-your-face manner.
- Typography: pick a main font for large prints and attention grabbers and a secondary font for smaller writing to keep consistency in messaging.
Use your logo
Your logo, both the primary and especially the secondary, are great décor accents. Put your logo on any items that make sense. Try to incorporate it in unique and surprising ways so your audience is delighted by it instead of annoyed. This is a fine line, and creativity is the key to not crossing it. For example, you can try to incorporate your company name into a cocktail you craft especially for the event and put your logo on the drink stirrers. This method means two reminders of your brand in one fun item.
Curate the perfect gift bags
Your event should leave your audience with more than just fond memories. Give all attendees a gift bag full of goodies covered in your logo. Custom logo matchesare a great item to include since they are something all people need and will use—meaning they will see your brand logo multiple times and be reminded of the fun event and authentic company that invited them.
Pro Tip: Every element of your event should reflect your audience by aiming to emulate the part of the audience that they individually identify with. This will create a sense of relationship with your brand.
Keep your event unique and authentic
Your event should feel like nothing your audience has ever attended before while staying true to your brand’s personality. Remember the key formula to achieve successful event branding: your brand identity with a fun twist. Brand identity should remain consistent and the fun twist should not impede or contradict it in any way.
Keep it unique
Your event should identify what your brand is known for. The only thing people should think about when the event is mentioned should be your brand and a good time. To ensure your event stays unique enough to make a solid and lasting impression on the audience, decide what you can offer at the event. Promise something other events cannot provide. The key is to follow through. Always deliver on the promise—even if the promise was only communicated internally.
Keep it authentic
Trying too hard to be authentic makes everything you do seem contrived. Be true to your brand’s personality. An easy way to monitor this is to pay keen attention as you plan activities and events for your event branding. If something feels forced, it is. Your audience will pick up on the forced elements, and it will damage their trust with your brand. Keep an eye on your employees who most closely emulate your brand’s personality. Talk to them and get their opinions. If they feel something is fake or forced, reconsider it. If they like something, stick with it. Your people are your power.
Communicate at every turn
Keep every line of communication consistent. From the event website to the invitations to the follow-up survey after the event, keep it consistent. Consistency in communication allows your audience to predict what they need to expect. Surprises are still a great touch to an event—as long as the tone and overall premise remains exactly the same. This avoids any confusion, which may deter the audience and break trust.
