Event branding is one of the most critical marketing strategies today. A total of 48% of event attendees find in-person interactions with brands extremely valuable. Events, whether conferences, festivals, tournaments or workshops, trade shows, etc., help brands connect with their audiences in a way that other marketing channels can’t – by providing a hands-on brand experience.
But what sets average events apart from events that wow audiences is how it’s done. Keep reading to discover the main elements of event branding and learn some tips on how to do it most effectively.
What is event branding?
First of all, let’s talk about branding in general. This concept basically refers to the process of giving meaning and a name to a product. The product can be almost anything: a physical product, a service, a city, an event, etc.
But event branding specifically refers to the process of creating a unique brand experience at live events by leveraging the organisation’s branding. On the one hand, event branding should reflect all of your company’s branding and brand, but on the other, it should also have a brand of its own.
This concept includes the event logo, colours and images, and has also grown to include broader messaging elements that speak to the purpose of an event and what attendees should expect to get out of it.
What are the fundamentals of event branding?
The first thing you need to know is that successful event branding brings together the following elements in a cohesive experience across all event touch points, including the on-site aspect in addition to the event’s marketing elements and digital presence.
No longer are consumers satisfied that a company only exists for monetary gain. Which means that modern consumers take into account whether they share values, causes and purposes with a brand before choosing it. The numbers speak for themselves: 77% of consumers buy brands that share their values.
Which is why associating a brand with purpose and values humanises it, providing that “essence” that customers are looking for. The essence of event branding is the values that represent the brand. For example, Coca-Cola holds the Coca-Cola Music Festival because its essence is to share happiness, and what better way to do that than through a festival.
Branding personality at events
Brand personality refers directly to the human characteristics associated with the brand, that is, the characteristics, values and attributes that customers associate with it. These attributes are expressed through campaigns and strategies that convey how the brand relates to its environment, conditioning how it wants to be seen.
Consequently, the event branding personality would be what happens at the event, which are usually activities that are implemented for the customers and that align with their tastes and values. Continuing with the Coca-Cola example, we might include concerts, food trucks, entertainment, etc. as part of the brand personality. In short, it is any activity that conveys the brand’s values.
The tone is the way a brand and its event convey these values, essence and attributes in different media. The various forms and channels of communication used can be:
- Social media: posts, videos, responses to comments, interactions with users, etc.
- Website and blog: posts and articles, product descriptions, user interface, UX, etc.
- Email: email marketing campaigns, newsletters, etc.
- Traditional media: advertising spots, radio spots, press advertisements, etc.
It’s crucial that the event has its own social media, blog, email and traditional marketing strategies.
Creating good event branding
Now that you’re clear on what event branding means, it’s important to know that there are several tips to follow for successful event branding and a greater margin of error.
Focus on creating a branded event experience
To build an experience that wows attendees and motivates them to act, it is important to create a strong event brand. It doesn’t matter if it’s a parking sign or a simple social media post, everything you communicate at your event should live up to the brand. Branding means a consistent look, tone and style across everything your event communicates. This is a crucial part of maintaining a high-quality level of professionalism and brand recognition.
Design an event-appropriate logo
The logo is the most crucial element that you need to focus on and think about the most, because the logo is the brand’s visual identification, that is, the first thing that the client sees. Not only that, but a good logo is a powerful way to build brand recognition in consumers’ minds. It’s important that the logo align with the brand and represent its values; most importantly, the colours have to be within the same theme.
For event branding, think of something that sets the event apart
At every successful event, attendees end up leaving with something that reminds them of the fun time they had and will make them buy a ticket again next year. Because a new experience captured through a photo or a cool hat can make all the difference. For example, most events provide goodie bags and T-shirts to participants, not simply to thank them but to serve as a reminder to come back next year. It can be a gift, but it can also be a raffle, a contest, etc. The sky’s the limit!
What are the essential elements of event branding?
Now that you’ve seen the key elements of event branding and how to implement the marketing for it, but what are the physical elements that you have to include in all your event branding? The list of elements that you can leverage to reinforce the event branding is long, but some of the highlights are:
Event signage allows you to introduce the branding into the event’s range of physical elements. It also helps to create brand- or company-specific immersive environments. This type of branding element can be used for both indoor and outdoor events. Some of the main branding elements that fall under event signage are:
As you might expect, stage design is one of the fundamental elements of event branding. After all, every single participant or guest will be looking towards the stage. Believe it or not, there are many elements that go into stage design for an event, from printed carpets and stage backdrops to customised methacrylate lecterns featuring the brand or logo.
The decoration of the event is extremely important, since it will be the first image that the attendees get, so it is essential that it is in line with the event or company branding. All the furniture, from the armchairs and tables to the plants and lamps, play a fundamental role. Not to mention the signage, which should ideally feature letters, icons or the logo itself, but always bearing in mind that everything must be in harmony and represent the image of what you want to transmit.
Now that you know the basics of event branding, don’t hesitate to count on us when it comes to your next event. Octo Event is a trusted company that offers one-stop event services. We’re committed to turning your creative ideas into reality, from audiovisual equipment rental to end-to-end set up, technical design, and full production. Don’t hesitate to contact us!