There are plenty of avenues that businesses can leverage to create brand awareness. A company event is one of them. Event branding allows companies to enhance the awareness they currently enjoy. In fact, event branding is critical to a company’s expansion and continued operation.
Here are a few interesting statistics to show just how important event branding is. A signature color used in an event can boost brand recognition by 80%, according to studies carried out by the University of Loyola, Maryland. Around 79% of marketers stated that brand awareness was the main goal of B2B content marketing. 45% of a brand’s image is determined by what it communicates and the actions it carries out. 60% of millennials in the US expect consistent experiences from their brand, whether it’s online, at the store or at an event.
But, the big question is – how do you go about things? Well, here are a few simple suggestions to help you out.
Leverage your brand colors
It can be tempting to simply put up your logo everywhere around the event venue. However, this is a cliched, outdated approach. There are ways that are much subtler when it comes to branding an event. One way you can go about things is by making use of your brand colors rather than just your logos.
For instance, you can use washes of lights in your brand colors and let them spill across the venue. You can also use props and other decorative elements in your brand colors to get the message across.
The key is not to be obvious. Also, keep the logo usage to a bare minimum.
Branded Photo ops
Any smart business knows that employees and customers, along with other event attendees, are the best advocates for a brand. Obviously, your event is going to see all of the above-mentioned taking apart. So, leverage them as brand advocates by setting up photo zones that carry your brand message. This can be in the form of banners or products placed strategically within the photo zones.
The photos or images can then be shared with the relevant groups, who will then post the images to their own social media profiles. Needless to say, this boosts your brand’s visibility even further.
Make sure post your hashtags and handles in areas of high visibility, so that your attendees can tag you in those images as well.
Hire a photographer to cover the other areas of the event as well.
Branded freebies and what not!
Obviously, you’re going to hand out a few freebies as part of your event. Apart from ensuring that these freebies are unique and practical, make sure they also reflect your brand. Generally, we’ve seen branded t-shirts, flash drives, pens, etc.
But, it doesn’t have to be that way. For instance, you can try customizing chocolate boxes with your branding elements. You can try handing out custom-branded wallets or even custom-branded items that are relevant to the products or services your business is known for. For example, if your company manufactures laptops, a branded mouse or laptop cover can serve as a practical giveaway.
In fact, you can get extra creative and try branding the food at the event as well. For instance, dessert plates with designs (logo or name) made using confectionery items would be an interesting touch. The glassware or cutlery can be custom-branded as well.
Don’t forget the important stuff
Now, as you probably already know, branding isn’t just limited to the superficial stuff. There’s more to branding than just logos, colors, and pictures. All businesses need to humanize themselves to acquire relevancy in a crowded market.
So, apart from decorating the venue, make sure you know who’s attending your event and plan accordingly. For instance, you are probably going to have journalists present there. Take the time to find out who they are, what they are looking for, and, most importantly, talk to them.
Journalists and the news media, in general, are very powerful branding tools, provided you know how to leverage them. The same goes for social media influencers and bloggers. Engage with all these characters so that they have something constructive or positive to say about you. You can even “scratch their backs” by providing a platform where they can promote themselves. This will earn you plenty of mileage. The more you’re willing to get to know the human players in this branding game, the better it is for you.
Also, make sure you have a story to share. Get your team prepped with a team and review the information you want to share with the attendees and other key people. For instance, are there important announcements that you’re planning to make? Is there an important project or a major client that you want to discuss? Whatever it is, make sure you are talking about it.
Make every element of the event reflect your brand
When choosing your theme, choose something that is in line with your mission statement. Once you do, make sure that the theme is applied to each design element. For example, let’s say you are a brand that develops apps. What can you do to make the event reflect your goals? Well, you can create an app just for the event and highlight its strength.
This is a great way to establish your identity and also, show off your capabilities.
So, it’s clear that every element of an event needs to reflect your brand. So, get creative and be an awesome host. Apart from focusing on the more tangible aspects of branding, do take the time to network with people. Your event is a great PR opportunity and you need to make the most of it.
Also, make sure your event is a memorable one. Don’t be afraid to try out new things. As long as it fits your vision of what you’re supposed to be, go for it.
Once you do all of this, it won’t take too long for the word to get about what your company or organization is all about.