The goal with event branding is to create or boast awareness of your event. By doing so every time people see your event’s logo, colors, etc. they immediately know what it’s about. Consistency is paramount to creating an effective event brand.
The Difference between Event Advertising and Event Branding
Advertising is typically considered to be paid announcements whereas branding creates loyalty and/or an association with a product, company or event. Consistent use of logo’s, colors and the name would be considered branding. Apple, Microsoft and Nike are examples of corporations that have done an excellent job of branding. You just need to see their logos and you know exactly what they represent without so much as a word spoken. We should all be so lucky.
Check out this article about a Coors light Canada promotion that went horribly wrong. A great example of how a bad promotion can tarnish a brand.
Here are 6 Steps to Get Your Event Branding Underway
- Establish a Theme. If you’re considering a corporate event, an annual meeting or launch party ideas it’s important to establish a theme/logo (colors,etc.) and ensure that you are consistent when promoting. Don’t associate your event’s brand with anything that could tarnish its reputation. Usually a marketing person would have to approve any use of your events logo etc. when promoting an event in order to be consistent with the branding.
- Invitations/Registration. The early stages of planning your event is an ideal time to introduce your theme. Consider a unique invitation as part of your branding. Being unique is important at the initial planning stages as your goal is to have your event become recognizable as soon as possible. A call to action (i.e. earlybird registration discount) will help you get noticed.
- Social Media. As you would with the invitations, it’s important that all social media channels reflect your theme. Ensure that the colors are used throughout all of your accounts as consistency is key.
- Decor. Many corporate event ideas include decor. Incorporate the events logo into the decor.
- Food. Another great idea is to incorporate your event’s logo into the meal. For example, ask your caterer if he or she can make a desert around your logo.
- Promotional Gifts. Rather than selecting an off-the-shelf promotional gift item for your attendees, ask your gift supplier for ideas that relays your brand. Annual meeting branding will often incorporate gifts that relay the event’s theme.
You will also enjoy this article: 3 Ways to Promote an Event for Free.
Event branding doesn’t need to blow your budget. But you do need a plan for your branding ideas. And you need to stick with it.