In a highly competitive economy marked by endless choice, branding is the key to making any product or service stand out from the competition. Branding is what gives a business a unique appeal and helps it stand out from other businesses selling similar products and services.

Most businesses are aware of the importance of generating good branding at the time of launching the business, introducing a new product or service, or to remain relevant and competitive in both online and brick-and-mortar commerce spheres. However, one area that often gets overlooked is effectiveness of event branding. Event branding creates cohesion, recognizability and a consistent presence in front of your prospects.

The following post covers all the basic elements that companies like yours need to know to bring the essentials of marketing and branding into their event appearances.

What Is Event Branding?

Event branding refers to all the tools and practices that companies use to stand out and make their presence felt at events, especially when they are surrounded by a plethora of other brands. Typical event marketing materials consist of logos, graphics, imagery, marketing and sales materials, products and messaging. While most of these elements are used in all types of branding and marketing, event branding customizes them for live events.

What Are the Most Important Elements of a Great Event Brand?

There are many different elements that make up a successful event branding campaign. These can be deployed across a variety of marketing materials, from signage to corporate gifting and more. The core elements are:

  • Logo: A logo is always the flagship of a marketing campaign. When it comes to event branding, it is important to customize the logo so that, while it is clearly recognizable as your brand, it also stands out as a unique stamp for the event in question. Your logo’s shape, colors, and style (such as an emblem, logotype, mark or mascot) are all key to your brand’s personality.
  • Design: Colors, fonts and images are all integral to effective event branding. It is a good idea to create a branding guide to maintain consistency across all the design elements you use.
  • Theme: The theme of your event is usually a title or tagline that underscores its aims. If you are a company attending an event at which many brands are present, your theme announces your intentions in attending and associating with the event.
  • Messaging: Finally, your themes and design should be incorporated into specific messaging that you can use to communicate your overall strategy. How will you get these messages across? There are many tools and products you can use for this purpose.

Why Is Effective Branding Important at Events?

To make the most of your appearance at an event, good branding is essential for communicating the event’s themes and aims to your target audience. Your branding should indicate what the audience can expect from your presence at the event and it should act as a bold signal or ambassador to help your brand stand out from others.

Marketing your brand at an event generates these four key benefits:

  • Awareness: Participating in an event is the ideal opportunity to showcase your brand to the public. Hooks such as free samples and influencer guest speakers help prospects to discover you. Events are often covered by the media, spreading your brand further afield.
  • Lead generation: Event marketing may not immediately lead to a sale, but the personal connection made at a high-quality event allows you to add prospects to your database.
  • Relationship building: Events are an opportune time to connect directly with the public and clearly convey your message. As Seth Godin has been quoted saying: “People do not buy goods and services. They buy relationships, stories, and magic.” – Seth Godin.
  • Sales: The natural outcome of bringing awareness to your brand, generating leads, and building relationships will be an increase in sales. The bottom line – live events are communication opportunities not to be missed.

Your event branding should communicate your vision in the clearest possible terms, make you recognizable, generate new interest from prospects, attract sponsors, partners and other vendors, and help to build brand trust and loyalty.

Types of Event Branding Opportunities

Below are some example events where you can boost your brand awareness in the marketplace and make meaningful connections with customers:

  • Trade shows and expos: Setting up a stall at a trade show or an expo gives you the chance to not only reach new customers and stay up to date with industry developments, but also meet your colleagues, forge new partnerships, and get your brand out there.
  • Conferences: Conferences are an excellent event branding option for B2B marketers. Conferences feature a number of speakers, which means attendees have multiple leaders and potential topics they can learn from. These are generally an expensive option, but they are generally well worth it.
  • Networking event sessions: Networking sessions are much less formal (and less expensive!) than conferences. All you have to do is invite members of your industry, including potential clients, to a well-prepared space, lay on some decent catering, and let the mingling happen.
  • Seminars, workshops and guest speaker events: You can host or sponsor an educational type of event instead of an industry mixer if you don’t have the time or budget to attend a conference.
  • Sponsorship events: You can also host a leisure event that enables guests to relax for the day, and enjoy a sport, pastime, or competition. A golf day is a prime example of a networking opportunity without the business-oriented environment.
  • Launch parties and celebrations: You could launch a new product or brand with a little fanfare, or celebrate a milestone in your company’s history – like an anniversary or reaching your annual sales target.
  • Competitions and award ceremonies: Use industry award ceremonies or competitions are a fun, festive way to celebrate and promote your brand before, during, or after an event.

How to Create a Memorable Event Brand

In order to create a memorable event brand that makes your business unmissable and unforgettable, prioritize the following goals:

  • Understanding your audience: First, know to whom you are talking and therefore, what you need to say to them. The event branding materials you choose must be able to connect to your audience. Do some research into the demographics and goals of your audience and start your event branding with those in mind.
  • Planning the event intent: Have a very clear idea of what you wish to achieve with your event branding. What impression do you want audiences to walk away with once the event has ended? Do you want to expand your brand, generate leads, source new business partners, etc.?
  • Developing relevant brand elements: With your audience and intentions in place, choose elements that are most appropriate to them – and to the event itself.
  • Creating a link between the event and your business: Think carefully about how you can combine the needs and goals of this specific event with your overall business goals.

Customer feedback is essential. Always find out whether your audience responded well to your event. This is the best way to know whether your plans have produced the desired results and help you plan more effectively for future events.

Examples of Event Branding Items

Branded table covers and throws

Custom trade show table covers and throws are more than just your average tablecloths: they are ways of getting your company’s name and products out in front of your prospects in a cohesive professional way. Use them with portable tables for a versatile and durable branding method at your next event.

Custom branded tents

Branded pop-up tents are a great way to market your brand to a wide audience and get your message out there. Custom pop-up tents provide shelter from the weather and create visibility from a distance and a focal point for your booth at events.

There are many different tent sizes and options to meet your budgetary needs and space requirements. Being able to set up and tear down without undue wear and breakage is key.

You also want an easy setup and transport of your branded tent to your event so you don’t need a large team to set up your area. Having a portable, easy to carry tent is vital for going to trade shows and outdoor events with limited staff. Custom accessories like tent walls and backdrops that quickly attach also is an advantage to maximizing your event branding.

Promotional giveaways

Branded promotional items that you can give away at your next event should best fit your company and clientele.

Perhaps the most popular choice is drinkware. Travel water bottles or coffee and tea mugs are never far from hand. Tote and messenger bags are ideal branded merchandise giveaways, too, which can always come in handy when shopping. Each of these types of items can show off your branding to everyone who passes by.

For Successful Event Branding, Choose a Reliable Partner

At Red Iron Brand Solutions, we take pride in handling our clients with special care. Our 30 years of experience in the industry allows us to offer great ideas to help improve our clients event branding efforts. From your first contact until after your order ships, we are in contact with you to let you know how everything is working. We can help you create branded event products that will perfectly suit your goals for your next event. See our product offerings and call us at 800-325-3824 or email us at sales@redironbrand.com for more information.