For many companies that aren’t in retail, an event is one of the few times that their customers will be physically immersed in their branding and identity.
While companies may be doing a great job of their marketing and branding on and offline, this has to feed through to any event that they host. In fact, research carried out by a Chicago university found that just by using a recognisable signature colour at your event can increase brand awareness by 80%.
That same study also found that over 60% of millennials expect a consistent experience with a brand, whether the interaction is online or in person.
We know how to project your company identity on to every element of your event to ensure consistency and build on that brand awareness, leaving your audience wanting to interact more with you.
As well as complementing your existing branding, your event may have its own theme, which also needs to be carried through pre, during and post event.
When deciding on your theme, remember you want to put something out there that your delegates will want to buy in to, but that also reflects your overall objectives and company values.
1. Think about your audience and the aims of your event
2. Create a visual identity based on the above – choose a colour scheme and font, design a logo, and decide on the type of language you will use by creating a semantic field around your theme
3. Decide on a catchy slogan for the event
4. Create an adaptable graphic that can be used across various materials – social media, brochures, badges, t-shirts, adverts etc.
5. Write a branding document or style guide – and stick to it throughout, from marketing the event a year in advance to any follow up communication after the event has taken place.
6. Choose a theme which builds the anticipation for the event
There are so many venues out there to complement your branding and identity. You can certainly play on the characteristics of the venue to bring out your brand messages. For example, Battersea Power Station is an iconic old building that has been recently redeveloped, so it really lends itself to hosting a company that both focuses on its heritage and future. Somewhere like the Ice Bar in London holds its own in terms of environmental messages, while Oxbridge colleges are wonderful Harry Potteresque, story-telling venues steeped in history. We’ve recently written a blog on choosing unusual venues for your event.
We worked on a Fintech event where the venue was a little unexpected for stereotypes of the industry. It was a nightclub in London, which really enhanced the message of a forward-thinking company pushing boundaries.
We also recently worked on the MK Digital Summit, which was hosted at the Odeon cinema in Milton Keynes. It made perfect branding sense, literally giving the event organisers the opportunity to get their messages up on the big screen – and with a large seating capacity to boot!
The onsite identity
A common misconception of event organisers is to think, ‘I’ll just create a logo and stick that on my brochures and badges’. But there is so much more to it than this. If you want your event to be an experience, then branding, creativity and storytelling all need to come into it. After all, we remember what we see more than what we hear – so it’s about creating a visual identity.
On the Kia ‘Tour of Duty’ event we worked on, we put a spin on the usual event materials, all based around the event theme. The delegate guide for the day was designed as an aide-memoire rather than a standard booklet, the name badges were dog tags and attendees also had colour coded armbands. We also used army tent coverings for the marquees, together with themed props and decorations. Immerse your audience in a theme and your event will be so much more memorable.
The social media effect
The great thing about social media is that it is, indeed, social, so it works across all platforms. You can tweet and share graphics and messages relating to the event in the lead up, and then enhance this at the event itself by having social areas where people can use physical cardboard frames and visual backdrops (with your branding on, of course) to upload their own experiences of the event and add to the social story.
Creating and using an event hashtag is also essential. Make it relevant and easy to use (not too long or complicated) to encourage as many people as possible to post with it. With all your posts accumulating nicely in one place, you will be creating another excellent resource for your audience.
Contact us if you need more advice on event identity. We can help you enhance your event.