Supercharged event branding is the key to year on year success
An event brand is an incredibly important method for communicating what your event is to your target audience. To make sense of many competing priorities, this should indicate what kind of experience an attendee should expect based on their first impression of your brand.Â
Successful event branding leads to recall value
A sound event branding strategy can impact a business or organization in multiple ways. At its core, these are the most common event branding goals:Â
Communicate the event’s visionÂ
Gain recognitionÂ
Generate new interest from prospects
Attract sponsors and vendorsÂ
Create trust and loyaltyÂ
An effective brand will be memorable and have long-term appeal. When it’s all said and done, the experience and underlying message will be what guests remember, and an outstanding event brand will help attendees recall positive emotions related to your event.
Struggling with tight deadlines?
Brainstorm memorable event branding ideas.
As an event, you want all your attendees to leave with something that reminds them of the great time they had and to make sure to purchase a ticket again next year. That is when a novel experience captured through a photo or a cool hat can make all the difference. For example, it is ideal to provide swag bags and t-shirts to the team of volunteers not only to thank them but to act as a reminder to come back next year. This strategy can be applied to your attendees; you can simply build it into the ticket cost.Â
Here are a few ideas to spark some inspiration:
An event swag bag or survival kit – This is a collection of items like hats, water bottles, pens, and more that can be used during the event to enhance the attendees’ experience.Â
Event Experience Passport- Give each attendee an event passport and encourage them to get their passport stamped at various locations and experiences. Once they have completed it, offer a great prize they can take home with them (like a t-shirt).
Social Media Scavenger Hunt – Leave clues on social media and ask people to take pictures with clues once they find them on social media for a chance to win a big prize.
These extra elements can impact engagement tremendously and directly impact your event brand. In turn, this extra effort up front can go a long way in securing long-term engagement and boosting future attendance.
Brainstorm memorable event branding ideas.
Visuals matter. You want every graphic you use to communicate what type of experience you are going to deliver to your attendees. If you are planning a tech conference, you may want to communicate that there will be great speakers at the cutting edge of technological innovation and that people will leave having learned a lot. In that case, you will likely want to promote your keynote speakers in your event graphics.Â
No matter the type of event, your graphics should follow your event’s color pallet and typography. When choosing any stock images, make sure to pick ones that are high quality and that you can use it throughout all your event promotions and advertisements.
Why Event Branding Matters
Because your brand matters. Properly representing your brand and shaping how your attendees, partners and sponsors remember it are absolutely critical to the growth of your event and your business. Take a look at the following statistics:
- 79% of marketers cite increased brand awareness as the main focus for B2B content marketing. (*)
- A signature color can boost brand recognition by 80 percent (University of Loyola, Maryland)
- 45% of a brand’s image can be attributed to what it says and how it says it. (*)
- 60% of US millennials expect consistent experiences when dealing with brands online, in-store, or by phone. (*)
Consider Apple: When you think about this tech giant, a handful of ideas most likely come to mind. Creative. Different. Modern. Streamlined. Hip. Apple is an example of a company that has a rock-solid brand. On top of that, Apple does a great job of maintaining their brand across their websites, ads, retail stores, products and every aspect of their events. Their annual Worldwide Developers Conference is known for its creative sessions, streamlined design, hip entertainment and modern innovations. Â
Carefully branded websites drive registrations
Crafting a one-page website that generates countless registrations takes imagination, creativity, and some good old-fashioned common sense. You don’t just want potential attendees to be interested — you want them to be inspired to learn more, click through, and to sign up and attend your brand’s event.
In this post, we’ll explain why you need an event website and how to build one for your business. We’ll also throw in some examples of successful websites as well as a few templates that you can use to get started.
Abhishek Kapoor
Abhishek Kapoor is the founder and creative head of BrandWorks Worldwide. His is an ex-Cvent and has worked in the event space for the last 13 years, providing branding and registration expertise to many clients globally.
