The look of events has changed exponentially after March 2020 as companies move live events to virtual space. But whether your event is live or online next year, event branding is essential to creating a memorable experience for attendees.
When I join Adobe MAX For example, in 2020, a virtual event is as close to a live experience as possible. The opportunity to learn from excellent speakers energizes me and makes me feel connected to the company.
That’s not surprising, because 91% of people feel positive about the brand after attending events. But memorable experiences don’t happen by accident – they are the result of thoughtful event branding.
Whether you’re planning an upcoming virtual conference or outdoor meeting, it’s important to consider the branding behind your event. You want to consider the values and nature of your company, but design a unique, event-only brand that stands out.
To host an event that excites your audience and has a real impact on your business, here are the things you need to keep in mind. First … well, what is it?
What is event branding?
Like corporate brands, event brands are made up of many elements including logos, website, apps, marketing materials, stage designers, speakers, sponsors, and events.
Some elements are similar to an organization’s branding, but the event brand must stand on its own. Think about how branded events – like Dreamforce, INBOUND, or 29Rooms – separate, but relevant, to the companies that host the events. This is possible with a combination of on-site branding (i.e. banner, booth, stage design and swag) and digital branding (i.e. website, image and marketing). .
It’s important to note that event branding is part of event marketing but requires its own set of skills and strategies.
The key to a well-attended event is to make your brand coherent and recognizable, because a consistent brand presentation is already considered. 33% revenue increase. In addition to a thoughtful branding plan, you need to promote the event, create memorable moments for attendees, and know how to measure success. If you can make all of that possible, you’ll reap the rewards of a well-branded event.
Benefits of branding events
Think about the best event you attended. You can picture the people you have met, the food, the speakers, and even the parties after the party. Branding an event shapes how people – speakers, attendees, employees, and sponsors – remember experiences.
For example, a session in an Adobe MAX event showed me how to use new features in my Lightroom mobile app. I only learned that skill because Adobe chose speakers that bring value to the audience. They also have a moderator who shared things to immediately take note of. And they sent me a follow-up email with the recorded session in case I needed to refresh my memory afterwards.
Now I follow that particular speaker on Instagram and have even renewed my Adobe subscription after joining the event. Yes, I fell on purpose flywheel.
The point is, a branded event can help generate leads, build loyalty and credibility, and provide support. Attendees are more willing to buy your brand promise (and ultimately your product or service) if you provide a valuable experience.
So if you do your job well, people will have a good experience – which generates positive emotions – and will become customers or advocates of your brand.
5 Branding Ideas for Events
Creating a unique brand that resonates with your audience is about creating a story that you and your attendees will tell. That’s why a successful event brand carries a message across every touch point. For inspiration on how to connect your event together, check out the following examples of well-planned events around the world.
A website is the hub of an event, so it should set the stage for the brand. This is the place to share information about the event’s purpose, dates, subscriptions, speakers, sponsors, merchandise, and FAQs.
It should be easy to navigate and get people excited to sign up for. This is exactly what TechCrunch Disrupt any website; It is simple but effective. And brand nonsense that matches the modern style of innovative technology companies.
Every event organizer’s nightmare is lackluster attendance. To make sure your event gets noticed, take the time to market the event with social media posts, emails and ads. Payment procedures The ultimate guide to event marketing to go into detail.
To brand your events, make sure your messages and images are cohesive across all channels. You want to give your audience lots of opportunities to learn, subscribe and share your event.
The # follow20 Festival design is a great example of how consistent branding can help people recognize the event both online and in person.
A solid marketing plan is nothing without consistent design. This includes colors, logos, typography, photography, graphics, swag, posters and stage designs. Studio Design combination perfect coordination Pinterest’s Knit Con 2019 through the vivid, thoughtful lines that bring together the values and creativity of the Pinterest group.
Event swag seems unnecessary, with virtual events taking on face-to-face meetings. But that is not entirely true. The International Promotional Products Association (PPAI) estimates that promotional products are the most effective form of advertising across all generations and more than 80% of promotional products are used for more than one year.
While branded products have been burnt down for damaging the environment, unsustainable products are not the only option available today. Digital gift cards, online practice cards, free software, and charitable donations are all environmentally responsible gifts.
The trick is to find the right swag for your brand, so don’t buy the strainer and sticker if you’re hosting a tech conference. SXSW is a prime example of how to choose reusable merchandise and match branding to the event.
Video marketing has been on the rise over the past few years, and the pandemic has driven the demand for video more than ever. Activated found that the pandemic affected the amount of video content 68% of consumers watched online, with 96% reporting an increase.
For event franchises, the INBOUND video shown below strikes a balance between sharing event summaries, highlighting speaker sessions, and emphasizing the brand’s value.
Branding outdoor events
Outdoor events can be a good alternative to virtual events. This type of event is ideal for social gatherings, corporate picnics, awards ceremonies or festivals. And if you take the appropriate safety precautions, attendees will feel secure and enjoy the hard work you put in the experience.
There are a few things to consider when planning outdoor event branding. Depending on the season and location, you may need to cope with the weather for the event. Signs and banners need to be valid for the right conditions, and people need a place to escape the heat, the cold, or the rain.
Take advantage of these outdoor quirks to create unique branding moments. Set up plenty of space for small groups to gather to create exciting opportunities for people to interact with your brand. To keep people socially out of the way, consider sticking up branded floor decals to mark the proper spacing or providing groups of wristbands of different colors to encourage everyone to stay together. together.
For example, Seltzerland organize successful outdoor events in 2020 thanks to creative thinking and smart branding. Seltzerland organizer, Kate Levenstien, has petitioned to move the event to the recently opened golf courses.
She abides by local COVID restrictions, takes dozens of beverage companies on board, orders swags and runs tests to test the safety of each space in the yard. Result? Nine successful outdoor events across the United States during a year out of operation.
As you plan your next event, keep in mind that event branding is more than just a company logo and color scheme. Designing a thoughtful branding for your event will not only ensure it resonates with your company, but also make it easier to engage your audience and allow people to leave with valuable information. treatment. There is nothing better for attending next year than a memorable experience that everyone wants to share.