When people think of your event, what do they think of? No doubt there are certain colors, fonts, and services that come to mind, but what else? Personality, Attitude, Marketing, all of these factors combine to make your event a brand.
Whether you are hosting your own event or are making a presence at someone else’s event, you do want to get your brand out there. This is when event branding plays an important role.
Event branding is capturing the essence of your organization’s brand and giving it the proper focus in your event marketing campaigns. We can do this both through digital branding (event website, event apps, SMO- Social media optimization) and through on-site branding.
Create a standout website design.
Think of your website as the cornerstone of your event brand. It is likely to be the first point at which people learn about your event. Keep it simple and in such a manner that it should arouse the intrigue about attending the event. Simplicity and uniqueness can make it stand out. This is where half the job is done. The next half depends on the event. Several websites are ‘Much Ado About Nothing’. The content is verbose; the design is too many ideas, colors, icons, navigation. Instead, let it have a clear focus on the brand and event.
The menu, design, and message of the event website.
The website menu has to tell about the event- what, when, where, for whom. The message has to be straight, simple yet interesting. The design, the color scheme, has to connect with your brand identity.
Event website design.
Your event website may very well be the first touch point that a potential attendee has with your brand. It is essential that you clearly communicate your brand here.
For this reason, your event website must be visually pleasing, contain valuable information regarding your event. Ultimately, it must convey everything your brand stand for. Also, the website has to be responsive, i.e. it should be visible properly on a Smartphone. Remember, most of your audience will see it on their smart phones. It should be technically sound to load instantly on the screen. If it takes more time, the viewer can get bored and go to another page.
Unify your social media presence.
Event branding must always stand on its own, separate from your parent company brand, and one of the best ways to do this is to create social media profiles specifically for an event.
Make sure your social media handles and hashtag remain consistent across the campaign.
Final takeaways on event branding strategy and marketing.
Creating an event brand is not a simple task, but if you adopt the right mindset, you are already halfway towards your goal.
Think about strategic event marketing and apply them to your own events .The end result? An event that surpasses all marketing goals and exceeds the expectations of attended.