Category: Event Marketing
For the majority of businesses, the idea of building brand recognition is extremely important, although most also understand that it is a long-term process. With that said, some short-term actions can produce long-term benefits when it comes to increasing brand awareness and event branding is one particularly strong example of this.
So how can your company make sure it creates long-term value with its branding strategy?
Regardless of whether a business is established within its competitive space, or lacking any major recognition, it is crucial to develop and retain a coherent brand identity. Work with your marketing department, define your brand values, and ensure you are also completely clear on logos, product names, slogans and so on.
From there, it is vital to focus on consistency; in terms of your message, your image, your use of language and even your use of colours and fonts. If you are working with an event company, make sure they also have a clear idea of the brand identity you wish to establish and the key features of that identity.
Once you have established a clear brand identity, you can use it to inform the entire event planning process. In the end, you will want there to be a branding component to as many different touch points as possible and many key decisions may be impacted by the brand direction you have chosen.
For example, if you are running a tech firm, which focuses on stylish, modern products, you are going to want to make sure the venue for your event reflects this. Mixing modern, cutting edge brand values with an old-fashioned building is likely to be jarring and detract from the long-term value of your branding strategy. Similarly, if your brand has a strong online component, you will want to make sure that your event’s theme, venue and visual branding reinforce this.
Finally, it is time to actually present your branding strategy during the event, in order to enhance brand recognition and (hopefully) make a lasting impact. There are two well-established ways to go about this, and both have their advantages, so there is no 'correct' choice as such.
Many companies like to adopt a relentless approach to branding and this can be effective. Essentially, if you follow this strategy, the focus is on making sure your branding is everywhere. Your logos, slogans and social media hashtags should be on as many things as possible - signs, banners, screens, stationary, badges and handouts.
Alternatively, you may adopt a more subtle approach, using subliminal branding techniques. If you follow this strategy, you may wish to think of your overall image, rather than specific logos and slogans, and try to make sure that image and the event's appearance and atmosphere match up in as many ways as possible.
Ultimately, while brand recognition is built over time, you can brand your events quickly and effectively, and deliver long-term value, as long as you define your values, stay consistent and allow those values to inform decisions.
Posted 22nd February, 2016< Back to articles
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