In 2022, marketing channels and platforms have grown multifold and this has added to the paradox of choice as far as event branding is concerned. Should you have a social only strategy or should you invest heavily in offline branding too? The conundrum is sometimes too difficult to get out of.
To make matters more sensitive, the relationship between your branding strategy and customer loyalty is directly proportional. Look at brands like Apple and Nike. Their customer base is massive, and every customer is a brand ambassador.
That’s what good branding can do. And your corporate event branding should tie back to your overarching brand strategy.
But is event branding the same as corporate branding?
Essentially, they are two different things but produce the same results for the company. If your event is well-promoted and talks to your audience about your brand, then it can help enhance your brand awareness, customer loyalty, and revenue.
Here are a few steps that you can include in your next event branding campaign.
Figure Out The Purpose Of Your Event
Every activity begins with a ‘why’. Quite often, marketers who get this right end up having successful campaigns. The ‘why’ puts the rest of your steps in place and forms the foundation for your entire strategy.
Are you looking to showcase your product line? Or this is an event for employees to feel one with your business? Why do you want to have this particular event?
Another aspect you might want to look into here is your target audience. Is it customers or employees, or both? That will make your event brand positioning tighter too. More on that in the next section.
Define Your Value Proposition
Every event is different. And it seeks to deliver some value to its attendees. So, once you have earmarked a solid objective, you must articulate your event’s value proposition. Here are a few things to consider.
- Who is your audience?
- What need of your audience is your virtual event going to address?
- What is your event?
- What does your event entail?
- What core benefits does your event provide to your audience?
Make Your Brand Tangible
When you think of a big event like the Oscars, you immediately picture the image of a knight and his sword. If your event is going to be recurring, you might want to invest in a good name, logo, slogan, certain colors, a particular font, etc for it.
You could make an entire branding exercise out of it by running a contest to help you design a logo for your event. This could go under the pre-event promotional campaign. What a simple but effective virtual event idea!
Put Everything Into Action
The final step is executing your strategy. Once you have your ‘brand’ in place, the first step is to create an event-specific website with your brand splashed all over it. You could also have a mobile app to reach mobile users.
While the website is part of your pre-event legwork, your branding efforts should run into your final event as well. So, think of how you could display your brand at the event. If you are using a virtual event platform like Virtex, then you have umpteen ways to customize your virtual venue. Choose your colors and fonts everywhere- from your banners to your stage, and even registration passes!
One of the biggest virtual event trends for 2022 will be the usage of social media for event branding. From dance challenges to storytelling, businesses are doing everything exciting to capture audience attention.