How many events have you attended and don’t remember who was organizing it?

Maybe the content was good, but you leave with the reflections and learnings they have contributed and without any memory of a brand associated with them. Whether you organize your own corporate events, or if you have a presence at third-party events, you will surely want attendees to take away a good memory of your brand linked to the event itself. In reality, and regardless of the size, these are face-to-face meetings between your brand and potential customers or prescribers and, obviously, such an opportunity cannot be wasted.

Event branding and the essence of the brand

Event branding should try to capture the essence of the brand to translate it into a memorable and meaningful experience. It can be done from both the physical and digital environment or through a combination of both. This is a great opportunity to create brand experiences that leave no one indifferent, whether they are part of internal events with employees, open to customers or the general public. It is not only about generating notoriety and recall, but the experience must be oriented towards the delivery of the brand promise through a set of actions designed for specific targets. Undoubtedly, a good strategy will result in an improvement of emotional connections by increasing trust towards the brand.

Fundamental Principles of Event Branding

Here are the 5 fundamental principles to get the best performance from your events:

1. Identify the goal of the event

There are many reasons to organize an event: to bring together internal teams, to present new products, to facilitate networking, to discuss certain aspects…

2. Define your audience

It’s all about the audience you want to gather or attract. Think about their interests so you can design the experience.

3. Create a concept for your event branding

If attendees had to sum up the event in one word, what would it be? Make sure it fits with your brand strategy and make sure it’s reflected in the content you’re providing.

4. Design an identity

Think about the title of the event, it should clearly communicate the objective and distinguish it between seas of information. Build your own visual universe that reinforces the concept, maintain it at each of the points of contact.

5. Before/During/After

Before the event , you should think about creating interest, making it easier for the expectation to be shared. An event website, social networks, a hashtag and when appropriate think about internal communication or advertising can help.

During the event , it facilitates interaction and provides messages that can be shared. Take care of all the details, amenities, etc. Always under a perspective that reinforces the brand.

After the event , you can capitalize on the success of the event by encouraging attendees to continue the conversation on social media. Maybe it’s also an opportunity to start creating a community of shared interests led by your brand.

6. Evaluate each event

Subsequent measurement is very important. Ask your team members, launch a simple satisfaction survey to attendees. Depending on the type of event, you may need to measure the number of leads you have been able to transform into customers or what the impact has been in the media…

 

Organizing an event always involves a large investment, both in time and money, so plan it in a way that you can get the maximum benefits. Oriented from the perspective of the event, it is an excellent opportunity to generate very positive experiences that add value to your brand.

 

Carlos Puig Falcó

CEO of Branward®

Photos: Shutterstock


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