What is event branding?
Like a company brand, event branding is made up of many elements including a logo, website, app, marketing materials, stage design, speakers, sponsors, and event swag. Some elements are similar to an organisation’s brand, but the event brand must stand on its own. Think about how branded events are separate yet related to the companies hosting the events. This is possible with a combination of onsite branding (i.e., banners, booths, stage design, and swag) and digital branding (i.e., website, imagery, and marketing).
The key to a well-attended event is to make your branding cohesive and recognisable, because a consistent brand presentation has been seen to increase revenue by 33%. Beyond a thoughtful branding plan, you need to promote the event, create memorable moments for attendees, and know how to gauge success. If you can make all of that happen, you’ll reap the rewards of a well-branded event.
The core elements of event branding
Core elements of event branding include brand identity, creative visual content, and consistent messaging. Where other event touch-points such as pre-event marketing, on-site attendee experience, and soliciting feedback can help brand professionals refine the event further. Effective event branding requires a cohesive strategy that tells your story to the world through visuals and appealing materials.
Ways to utilise Event Branding
Firstly, let’s consider your event’s logo. Conventionally, event logos closely resemble the parent company’s logo, often featuring slight modifications. However, in cases where the event operates autonomously without any direct affiliation to a particular organisation, there is more space for creative expression.
Signage is a tried-and-true means of event branding that continues to prove effective. Signage amplifies your brand’s presence and conveys key messages to your audience, providing them with guidance and event navigation while also serving as a tool for brand recognition.
Next, consider typography and fonts, as well as the use of brand colours and imagery. Design plays a crucial role in multiple aspects of your event, including the layout and visuals of your event landing page, the look and feel of your social media content, the colour palette for your mobile event app, the selection of colours for your photo booth at in-person events, and other related factors. As a general rule of thumb, ensure that the event’s design elements reflect the same brand personality as the company itself.
In-person events often involve creating merchandise, such as t-shirts, pens, and other swag giveaways. These items serve as a tangible representation of the event brand and should be aesthetically intentional to reinforce the event’s messaging.