What Is Event Branding? + 5 Examples to Inspire You

The appear and feel of occasions modified exponentially after March 2020 as corporations moved dwell occasions to digital areas. However whether or not your occasion is on-line or in-person over the 12 months forward, occasion branding is important to create a memorable expertise for attendees.
Once I joined Adobe MAX 2020, for instance, the digital occasion felt as near an in-person expertise as doable. The alternatives to be taught from achieved audio system energized me and made me really feel linked to the corporate.
That is no shock, as a result of 91% of individuals have optimistic emotions a few model after becoming a member of occasions. However memorable experiences do not occur randomly — they’re the results of considerate occasion branding.
Whether or not you are planning an upcoming digital convention or out of doors meet-up, it is necessary to contemplate the branding behind your occasion. You wish to take into account your organization’s values and essence, but design a singular, event-only model that stands out.
To host an occasion that wows your viewers and has an actual impression on your enterprise, here is what to remember. First … effectively, what’s it?
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What’s occasion branding?
Like an organization model, occasion branding is made up of many parts together with a emblem, web site, app, marketing supplies, stage design, audio system, sponsors, and occasion swag.
Some parts are just like a company’s model, however the occasion model should stand by itself. Take into consideration how branded occasions — like Dreamforce, INBOUND, or 29Rooms — are separate but associated to the businesses internet hosting the occasions. That is doable with a mix of onsite branding (i.e., banners, cubicles, stage design, and swag) and digital branding (i.e., web site, imagery, and marketing).
It is necessary to notice that occasion branding is part of occasion marketing however requires its personal talent units and methods.
The important thing to a well-attended occasion is to make your branding cohesive and recognizable, as a result of a constant model presentation has been seen to extend income by 33%. Past a considerate branding plan, it’s good to promote the occasion, create memorable moments for attendees, and know how you can gauge success. If you may make all of that occur, you may reap the rewards of a well-branded occasion.
Advantages of Occasion Branding
Consider one of the best occasion you’ve got attended. You’ll be able to probably image the individuals you met, the meals, the audio system, and even the after-parties. Branding an occasion shapes how everybody concerned—audio system, attendees, workers, and sponsors—remembers the expertise.
For instance, one session within the Adobe MAX occasion confirmed me how you can use new options in my Lightroom cellular app. I solely realized that talent as a result of Adobe chosen audio system who offered worth for the viewers. Additionally they had a moderator who shared speedy takeaways. They usually despatched me a follow-up e mail with the recorded session in case I wanted to refresh my reminiscence afterward.
I now observe that specific speaker on Instagram and even renewed my Adobe subscription after becoming a member of the occasion. Sure, I knowingly fell into the flywheel.
The purpose is, a branded occasion will help generate leads, construct loyalty and credibility, and supply assist. Attendees are extra keen to purchase into your model promise (and finally, into your services or products) should you present a worthwhile expertise.
So, should you do your job effectively, individuals may have expertise — which generates optimistic feelings — and can turn out to be clients or advocates in your model.
5 Occasion Branding Concepts
Creating a singular model that resonates along with your viewers is about crafting a narrative that you just and your attendees will inform. That is why profitable occasion branding carries one message all through each touchpoint. For inspiration on how you can tie your occasion collectively, look by way of these examples of well-planned occasions around the globe.
1. Web site 
An internet site is the hub of an occasion, so it must set the stage for the model. That is the place to share info on the occasion’s goal, dates, registration, audio system, sponsors, merchandise, and FAQs.
It must be straightforward to navigate and make individuals excited to enroll. That is precisely what the TechCrunch Disrupt web site does; It is simple, but efficient. And the no-nonsense branding is aligned with the trendy fashion of progressive tech corporations.

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2. Advertising
Each occasion planner’s nightmare is lackluster attendance. To verify your occasion is buzzing, put time into marketing the occasion with social media posts, emails, and adverts. Take a look at The Final Information to Occasion Advertising to dive into the main points.
For occasion branding, guarantee your messaging and imagery are cohesive throughout all channels. You wish to give your viewers a number of alternatives to study, join, and share your occasion.
The #follow20 Design Competition is a good instance of how constant branding will help individuals acknowledge an occasion each on-line and in-person.

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3. Design
A strong marketing plan is nothing with out constant design. This contains colours, logos, typography, images, graphics, swag, posters, and stage design. The studio Hybrid Design completely coordinated Pinterest’s Knit Con 2019 by way of vibrant, considerate touches that tied the values and creativity of the Pinterest staff collectively.

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4. Swag
Occasion swag could seem pointless, with digital occasions taking up in-person meet-ups. However that is not completely true. Promotional Merchandise Affiliation Worldwide (PPAI) estimates that promotional merchandise are the best type of promoting throughout all generations, and over 80% of promotional merchandise are used for greater than a 12 months.
Whereas branded merchandise have been held beneath the hearth for inflicting environmental hurt, unsustainable swag is not the one possibility as of late. Digital present playing cards, on-line exercise class passes, free software program, and charitable donations are all environmentally accountable giveaways.
The trick is to search out swag that fits your model, so do not store for stress balls and stickers should you’re internet hosting a tech convention. SXSW is an efficient instance of how to decide on merch that is reusable and related to the occasion model.

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5. Movies
Video marketing has been on the rise for the previous few years, and the pandemic pushed the necessity for video additional than ever. Wyzowl discovered that the pandemic has impacted how a lot video content material 68% of shoppers watched on-line, with 96% reporting a rise.
For occasion branding, the INBOUND video proven beneath strikes a steadiness between sharing occasion recaps, highlighting speaker classes, and emphasizing the model’s values.

Outside Occasion Branding
Outside occasions is usually a good various to digital occasions. Such a occasion is right for networking meet-ups, firm picnics, award ceremonies, or festivals. And should you take the right security precautions, attendees will really feel safe and benefit from the arduous work you place into the expertise.
There are some things to contemplate when planning out of doors occasion branding. Relying on the season and placement, you might have to weather-proof the occasion. Indicators and banners want to face as much as situations, and other people want a spot to flee the warmth, chill, or rain.
Reap the benefits of these out of doors quirks to create distinctive branding moments. Arrange loads of areas for small teams to assemble which have enjoyable alternatives for individuals to work together along with your model. To maintain individuals socially distanced, take into account branded flooring decals to mark correct distance or give teams totally different coloured wristbands to encourage individuals to remain collectively.
For example, Seltzerland held profitable out of doors occasions in 2020 due to artistic considering and sensible branding. Seltzerland organizer Kate Levenstien petitioned to maneuver the occasions to recently-opened golf programs.
She adopted native COVID restrictions, introduced dozens of beverage corporations on board, ordered swag, and did take a look at runs to examine the protection of every area on the course. The consequence? 9 profitable out of doors occasions throughout the US throughout a 12 months of rolling lockdowns.

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As you propose your subsequent occasion, keep in mind that occasion branding is greater than a emblem and firm colours. Designing a considerate model in your occasion is not going to solely guarantee it resonates along with your firm, however it’s going to additionally make it simpler to interact your viewers and let everybody depart with worthwhile info. There’s nothing higher for subsequent 12 months’s attendance than a memorable expertise everybody needs to share.

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Initially revealed Apr 12, 2021 8:27:48 AM, up to date April 12 2021

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Occasion Advertising

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