“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.”
Howard Schultz, former Chairman and Chief Executive of Starbucks, Author
Ways to Brand the Event
Once you’ve figured out your brand goal [Review Part 1] it should be easy to create the event’s brand identity, logos and messages. Both the event and company logos should be very apparent as part of the event branding - before, during and after the event. The event website and custom event app are great platforms to promote the event brand, logos and messages. Plus, a well designed and executed event app will produce anticipation for an event and increase excitement and attendance. Branding in the app is equally important for post-event activities such as surveys, reviews, and future event promotions.
During the event, incorporate the logos and event message as part of the branding into all the other elements, too.
● Master and speaker holding slides
● Intros for video presentations
● The physical scenic elements
● Wall or floor projections of animated logos as part of the décor
● Company colored lighting with custom stencils of the logos
● Graphics for all digital and print communications
● Graphics for the custom event app, event website and digital signage
● Swag (giveaways) with imprinted logos
● Branded food items and ice sculptures
● Custom hashtags to tweet and share on social media
Of course, not every element needs to be used every time. If swag is offered at every event, change up what’s included, ensuring that the imprinted logo is consistent.
The Role of People and Activities
Event sponsors, guest speakers and activities can also play an important role in branding and should be carefully considered. Sponsors and guest speakers could be from related businesses or industries that support or relate to a business’s cause. Or they could be from a philanthropic or social movement organization the business supports. Activities could include off-site dining where sustainable ingredients are used and promoted. Or hire entertainment that supports and shares the same beliefs as the company. Branded furniture like registration desks, recharging stations and lounges, are also great locations to promote the brand.
To recap, although there will be tweaks along the way as you design your event, repeating the main brand concept in as many ways as possible drives the concept home. So incorporate distinctions into your branding to help it stand out in a sea of events. Always be genuine - if you don’t believe it, neither will the attendees. And most importantly, make sure the overall event is meaningful to the attendees, leaving an emotional resonance with them.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Maya Angelou; Author, Historian, Songwriter, Playwright, Producer, Director, Singer, Civil Rights Activist
Simply put, if an event doesn’t establish an emotional connection with the attendees, it will have limited meaning and limited recollection with them, if not quickly forgotten altogether. And that certainly won’t help promote future events. Because that’s the bottom line of events: increase engagement, improve focus and awareness, enhance sales and company moral, and heighten attendee loyalty.
What Now?
There are so many concepts to consider, decisions to make, budgets to be conscious of, and details to manage when creating an event brand. One way to get a huge jump on this long process is to partner with an experienced event design company like Enliven Production Group. Besides researching whether they have a successful track record, you should look for a firm that wants to learn about your company, its goals, and most importantly your event goals before putting a strategic branding plan together. Ask about the platforms they use to support their efforts, too, for reliability and effectiveness.
Enliven Production Group has decades of experience and success in event branding, plus we offer a multitude of event production services needed to design and execute your event from concept to post-attendance surveys. When you have a need, we’re always ready to assist. Just give us a call and let’s talk.
