In marketing, event branding has become a powerful tool for making lasting impressions. Whether it's a product launch or a corporate conference, branded events provide unique chances to showcase an organization's visual identity, values, and products in an engaging way.
Let's dive into why event branding matters, how to do it effectively, and the benefits it brings to businesses.
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What Are Brand Events?
Brand events are carefully designed experiences dedicated to communicating your brand identity and values, industry expertise, or practical support for a cause, for instance. They let you connect with your audience on a deeper level, creating meaningful interactions and emotional connections.
Brand events can take various forms, such as product launches, promotional campaigns, conferences, community events, trade shows, and the like. Sometimes, they may even take on a life of their own. Think of Red Bull’s Stratos Space Jump — while it wasn’t an event in the traditional sense, Baumgartner’s record-breaking freefall from the stratosphere captivated the world’s imagination and solidified Red Bull’s reputation as a boundary-pushing brand.
According to Freeman’s 2023 Trust Report, 64% of consumers hold onto positive impressions of brands for one month or longer after a brand event. That's because every interaction within a branded event reinforces your brand's message and builds loyalty, underscoring the importance of branding in general.
Mastering Event Branding: What Goes Into Branding an Event
Event branding is more than just slapping a logo on banners and swag. There are strategies that can contribute to effective event branding, some of them being the following:
Event Web Design
A successful event website is a strategic tool. Understand what you want to achieve with the event, who your audience is, and what you hope they'll get out of it. Whether it's selling tickets, getting people involved, or showcasing sponsors, your strategy sets the direction. Consider things like how easy it is for people to use the site, how accessible it is, and how well it works with event management tools — things that the best web design agencies can help with.
Let's look at the SXSW conference’s web design. Their website keeps things simple and stylish with lots of white space, making it easy on the eyes and easy to find what you need. Even though they have a lot of stuff to share, their design stays sleek and modern, showing off their innovative vibe. It's clear, easy to read, and totally on-brand for SXSW.
To make your event website stand out, keep things consistent, tell a story, and connect with your audience. Use colors, fonts, and images that match your event's vibe. Tell compelling stories and use multimedia to get people excited. When your website reflects your event's brand and connects with attendees, it becomes a powerful tool for building loyalty and making an impact.
Sponsorships
Another strategy for mastering event branding is acquiring sponsorships. Consider who you know could support your event's marketing efforts. Are there potential partners or sponsors among them? Collaborating with influential business partners can significantly enhance your brand's visibility. Partnering with them could lead to sponsorship opportunities, resulting in increased social media mentions and additional merchandise sales at your event.
re:Invent by Amazon Web Services (AWS) serves as an exemplary model of effective event sponsorship, particularly evident through its sponsor page. Its sponsorship brochure is truly eye-catching. They give sponsors a clear idea of add-ons, as well as detailed descriptions of benefits, inclusions, and prices. One page even lays out the step-by-step process for companies to become sponsors with links to relevant pages. This makes it quick and easy for sponsors to register.
To maximize event branding through sponsorships, ensure seamless integration of sponsor branding with your event's theme. Work closely with sponsors to maintain brand consistency and authenticity. Use sponsorships as opportunities to create memorable experiences that leave a lasting impression on attendees, reinforcing both your event's brand identity and that of your sponsors.
Social Media Marketing
Maximizing social media's power can supercharge your event's impact. Start by picking the right platforms for your audience and goals — whether it's spreading the word or selling tickets. Then, create content that your audience loves and interacts with. Don't forget to add fun stuff like polls or Q&A sessions to keep them engaged. Expert SMM agencies know all the tricks in the book.
For example, Inbound, a conference by HubSpot, is well-known for its social media engagement. They use platforms like X (formerly known as Twitter) and LinkedIn to share speaker announcements, session highlights, and attendee stories, encouraging interaction and networking among participants.
To ace event branding on social media, consistency is key — make sure your messaging and visuals reflect your event's identity across all platforms. Share content that resonates with your audience and adds value to their experience. Engage with followers by responding to comments and sharing their content to foster a sense of community.
Examples of Successfully Branded Events
Here are some examples of successful event branding campaigns that have made a significant impact:
1. Dreamforce
Dreamforce, hosted by Salesforce, is a major tech conference bringing professionals together globally. Alongside the main event, Dreamforce organizes branded gatherings like Global Gatherings and Roadshows, providing tailored experiences and industry insights.
Viewing Parties allow remote participation in key sessions, encouraging networking. Virtual events, particularly significant during the pandemic, offer access to updates and insights worldwide. These efforts highlight Dreamforce's dedication to connecting audiences across borders and industries, fostering innovation and collaboration within the Salesforce community.
2. Relay For Life
Relay For Life, a fundraising event by the American Cancer Society, sees teams walking or running to honor survivors, remember loved ones lost, and raise funds for cancer-related causes.
These events, held globally, feature activities like Survivor and Caregiver Laps, Luminaria and Fight Back Ceremonies, alongside entertainment and educational booths. They unite communities, raising awareness, support, and funds for cancer research, education, and patient services, emphasizing prevention and early detection.
3. Coachella
Coachella, known for its yearly California music and arts festival, goes beyond just the main event. It features diverse music and art, with the Desert X exhibition displaying unique artworks. While it started off as a music festival, it has evolved into a significant brand of its own, so much so that the festivals can be considered successfully executed brand events.
During the festival each year, there are many parties and collaborations that embody Coachella's cultural impact. Fans can connect with the festival's vibe through merchandise like clothing and accessories. Coachella has become a global cultural phenomenon, appealing to music, art, and fashion lovers worldwide and giving us an example of masterful branding execution.
The Impact of Branded Events
Event branding has a significant impact which extends beyond the event day as evidenced by research demonstrating its influence on consumer behavior and social media engagement.
- 98% of attendees feel more inclined to purchase after attending an event.
- In 2020, branded events boosted social media engagement for brands by 64%, spreading the word about them and increasing brand recognition.
- 48% of brands realize a ROI of between 300% to 500% with event branding.
Event branding stands as a powerful tool for businesses. Crafting immersive, authentic experiences enables you to connect with your audience, drive engagement, and enhance your brand's presence. As you continue to explore ways to stand out in your industry, remember the impact that event branding can have on your success.
Follow the best practices we've outlined or consider reaching out to a branding agency. These professionals can guide you in creating impactful event branding that resonates with your audience and helps elevate your brand experience from start to finish.
Event Branding FAQs
1. Why does event branding matter?
Event branding is important because it helps your event reflect what your brand stands for. When your event showcases your brand's personality, it leaves a lasting impression on attendees and makes them more likely to remember and support your brand. Plus, it sets you apart from others in your industry.
2. How can event branding impact the overall success of an event?
Effective event branding can significantly impact the success of an event by attracting attendees, increasing audience engagement and participation, generating buzz and excitement before, during, and after the event, and ultimately driving desired outcomes such as increased sales, brand awareness, and customer loyalty.
