Are you branding your events? Technical symposiums, fundraising and awareness events, openings, galas, parties, even weddings are all being branded these days. Gone are the basic, often boring, ever so common themes for events, ceremonies and receptions. Simple wedding invitations with flowers and bells are a thing of the past (which is good for designers like myself). Weddings are now all about what is genuinely unique about the couple – just as any event should be unique to its cause.
What does it mean to really brand an event? Branding an event means creating a full experience for your attendees. One article states that branding an event makes the attendees feel more like “participants.” From event naming and logo development to marketing and social engagement, the brand is woven into the details from beginning to end. Everything spells out the cohesive engaging message that your organization or company is delivering from the actual event details in décor, food and venue to participant follow-up post event.
So why brand an event? When you brand an event, you have a clear presentation of your message; you set the tone with every detail. You are putting on the event for a reason and you want the right people to come and fully engage with that reason. Whether you are having a conference or a gala, you want your target audience to come excited and you want them to walk away completely sold about your cause or product. You want them to willingly spread the word and sell it to the world. So how do you do that? You brand your event.
How? It doesn’t have to be expensive, just cohesive and thought out. Think about the take away – the message you want them to leave with.
1. Name
Name. Have a short and distinctive event name. If you need further explanation of your event have a second title. An event we are working on right now has the technical title of “National Working Summit on Transportation in Rural America,” so we came up with something easier to remember that still embodies the event: “Moving Rural America.”
2. Logo & Identity
Logo & Identity. Have a logo created and set your color scheme, event identity, etc. Carry your logo and color scheme through everything from beginning to end.
3. Marketing
Marketing. Set-up a marketing plan that outlines how you will reach your target audience. Take advantage of social media, journals, local advertising and your sponsors/vendors to deliver your message. Include a strong informative website that is easy to find and remember (a .com if available). One of the events we put on annually is named “National Rural ITS Conference,” while we own that domain (www.nationalruralitsconference.org), it can also be found under www.nrits.org which is much easier to remember!
4. Social Media
Social Media. Social Media. Social Media. Worth mentioning again. Make sure you have a social media plan to create buzz around your event, be vigilant about your postings. Create “event” pages in Facebook (and LinkedIn when appropriate). Layout event details by posting a little at a time. Draw people in and always respond to posts. Don’t forget that hashtag. #event-branding
5. Event App
Event App. If you have an event with different options, multiple days, different venues, etc. consider a mobile app to help people navigate and connect with other participants.
6. Event Set-up
Event Set-up. Set the stage with excellent visuals and signage; your event should be recognizable the minute the “participant” arrives at the venue. All visuals should be clear and relate to your event logo, identity, and message. Your venue should also work with your message. We have all been to a conference that preaches technology and sustainability, yet there is no secure wifi and you walk away with a bag full of junk to throw-away. I attended a USGBC (US Green Build Council) conference a few years ago and walked away with a huge tote (at least it was reusable) full of junk that went directly into a garbage can. Represent your brand down to the location and sponsors.
7. During Event
During Event. Post event updates on social media. Treat your guests like stars, have relevant speakers, sponsors, and vendors to relay your message. Have a unique take home for guests that conveys your message. I recently read an article about an American Express event where the guests all received a pair of flip flops with the American Express logo stamped on the sole of the shoe. Everyone checked their shoes at the door and stamped the beaches with American Express’s logo all evening long and probably several other places that summer.
8. Post Event
Post Event. Post event highlights and shout-outs to sponsors. Send personal thank you notes and/or gifts to sponsors and volunteers using the brand you created. Continue connecting with your “participants.” Reach out personally. Respond to their posts on social media. Build hype for next year by asking follow-up event questions.
Event Branding is the new standard. When you brand your event, you have a cohesive, unique, memorable event that people will trust and continue to support because they were “participants” not just attendees.
Enjoy a few photos from the American Express high-end event posted by BizBash, see more here:
About the author:
Kasey B. Wright is a small town, small business kind of girl with nature in her heart. She grew-up working long hours at her parents general store in amazing Joseph, Oregon – Google it, oh wait, here’s a link – visit! Really- Arts, Camping, Resort on Wallowa Lake, Mountains, 52 high lakes, Gorgeous! Enough with the free advertisement, but truly it is amazing – Google it! Now days, if not twiddling away on her iMac, painting, or mentally re-designing pretty much everything, she is outside with her family enjoying all of the adventures that lay beyond her front door (which in Missoula are abundant and basically start within a five-minute radius of her house). Her family, a husband of whom she met as a freshman in college (architect – I know two designers and yes, nothing ever gets done), our dog (neurotic first child wire-haired pointing griffon), cat (shelter cat – maybe the most adjusted member of our family), and toddler twins (girl+boy) in chronological order, keep the adventure alive! Oh yah, fish too (rarely claimed).
