Branding is one of the most powerful things within companies. When a brand is recognised by its target audience, it will be much easier for them to choose to consume it,instead of opting for your competitor's products.
In short, anyone in marketing will be able to tell you that: Generating a strong brand image and brand recall will generate a unique engagement with users. Causing the brand to stand out and differentiate itself from any competitor.
Generate a good brand memory during an event is so important that today at VA 361 we want to tell you all about event branding. In this article you can find out what it is, what are the main elements and some tips and ideas that can help you. Don't miss it!
What is event branding?
Let's start at the beginning. Before talking about the different elements or tips that can be applied, it is essential that we understand what branding for events is, because without that, we will not be able to know the depth and importance it has for brands.
Branding as such, is the process by which, through different marketing and advertising strategies, a brand becomes recognised and, most importantly, remembered by its consumers. In this way, it is achieved that within the wide range of brands that exist today, this is differentiated, enhancing the purchase decision by its target.
Main elements that make up a brand's branding
The branding of a brand is going to be formed by all those elements that will identify it and that will define their identity. Here are some of the main ones:
- Corporate identity manual with the colours and their application in different formats.
- Typical graphic elements used.
- Type and style of images.
- Corporate materials and dossiers for external use.
- Products and business lines (with their specific brand identities in case of differentiated product sub-lines).
As you can see, what we are talking about has many applications, since will influence all internal and external brand communication., the image of tactical and strategic marketing actions is defined.
You should know that the brand elements will create a experience around it that is cohesive and conveys the same values.
Why is it important to use branding elements in an event?
It is possible that a few years ago, branding was not seen as relevant as it is today. However, we must bear in mind that in a market so saturated with brands with such attractive service offerings, strong branding will be critical to boost visibility and corporate success.
Branding elements to include in your corporate event
As mentioned above, there are many branding elements that can be used. In addition, you should count on the fact that all elements must be coordinated, conveying the same thing, otherwise there would be no brand congruence.
However, in this article we tell you which ones you should include in your corporate event:
It is highly recommended that in large events, the choice is made to include not only the organising brand's event, the event itself should take on a specific name, with a logo that identifies it.
It is common for this secondary logo has different elements that are reminiscent of the main corporate logo. To do this, a visual identity is often used that has similar colours and shapes to the original brand. This not only makes it recognisable, but also creates a clear connection between the two brands. If totally different visual identities and brandings were created, it would generate neither brand recall nor a significant connection with the parent brand that is carrying out the event.
2. Creative concept of the event
The creative concept of the event, debe usar los colores, gráficos y tipos de letra de la propia compañía. De esta manera conseguiremos potenciar el recuerdo de marca en todo momento.
3. Tailor-made scenography
Another of the things that represents a huge leap in quality when it comes to boosting branding at an event, is to have different elements of scenography and signage made to measure for the event.
This type of design is made to measure with the shape, size, colours and materials required by the brand.
By having a customised stage design, the event becomes a canvas on which the brand can express its personality and values in a unique way. Carefully designed visual elements reinforce the message to be conveyed and create an atmosphere that goes beyond the conventional. From custom backdrops to brand-specific art installations, each element contributes to building a visual narrative that captivates the audience.
4. Establish a clear event message and claim
The message you want to convey with the event must be clear. For this reason, it should mark all visual elements and messages that are launched throughout the event.
Normally this message is often related to and enhances the objective for which the event is taking place.
Tips for successful event branding
Now that we know what branding is, and what the main elements are, let's look at ways you can make your event branding stand out from what your competition is doing.
1. Understand what your audience wants
Ideally, the branding elements you use in your event should have a connection with your attendees. For this reason it is essential that you understand the type of audience that will be attending your event.and their motivations.
This way, you will be able to adjust all actions, boosting engagement.
2. Set the intention for your event
As in all events, it is essential to be clear about the motive and objectives that make the event happen.
This will help you to focus everything you are going to do to get the results you are looking for.
3. Create a marketing plan
The event must be supported by a integrated marketing strategy to help give more visibility to the event, in order to get the maximum possible return from it.
To do this, it is common to have strategies that include: website, conversion landing page, social networks, emailing, ads, marketing automation, etc.
4. Work closely with your audio-visual supplier to design memorable branding elements.
As we have mentioned on several occasions, brand consistency must be established at all times. However, this does not mean that we should not be creative.
Work hand in hand with your audiovisual partner to create unique elements that will surprise your audience.
5. Use elements of video marketing to boost the attention of your attendees.
For some years now, video has become one of the formats that works best to retain the attention of attendees. In this sense, it is advisable to include video pills, with the key concepts that you want to emphasise.
Another option would be to create scripts that allow the speaker to interact with the video. The limits are only set by you and the creative concept you have chosen.
We hope these tips will help you create an unforgettable event. Also, remember that at VA 361 Productions We will be happy to help you if you have any questions or queries.