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Event Branding Guide
Published in: Event Management

Event Branding Guide: All You Need to Know

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Have you been to a recent trade show or expo? Can you recall one stall immediately in 10 seconds? While recalling the stall, what feature struck your brain immediately? Was that color or logo or stall design or words? If you are saying yes, then that brand has won many hearts like yours in that event.
Yes, we are talking about event branding and how to get that perfect for your brand. Let us see some of the latest trends in event branding.
Have you seen the events with words like “Wowgraphy”, “Brandqiulity”, “Eventure” or “Imprezzario” displayed across the booth or the venue? These portmanteaus are now trending in branding shows. They are the powerful branding tools to grab attention and create the first impression. Portmanteaus uses multiple fonts, colors and styles resembling the company’s theme.

What is Event Branding?

Event Branding is a marketing strategy that creates a unique identity for the event. It uses different colors, images, symbols and messages. The ultimate aim of event branding is to distinguish the brand from its competitors and make the event successful.

Why is Event Branding Important?

Event branding attracts sponsors, and vendors, creates trust, generates new interest and communicates the vision properly among the audience.

What are the Key Components of Event Branding?

The key components of event branding are
1)  Visual Identity: The backbone of event branding is visual identity. It includes,
  • a. Logo placement: A prominent display of the logo across the banners, presentations, and handouts.
  • b. Typography: Choose fonts wisely that align with the brand’s personality.
  • c. Color Scheme: The brand’s color is the canvas to create extraordinary attractions. Use the brand color consistently throughout the event. Try to use them from pens, and backdrops to pamphlets in an attractive way.

2) Themed Elements – Choose themes that resonate well with the audiences. If you are targeting millennials, add features resembling their good old days. Using an eco-friendly, innovative, trendsetting theme will amplify the event’s impact on the brand.

3) Digital Touchpoints – How can one miss social media, when it comes to branding? Share Ads and pamphlets with attractive and clickable phrases on your website, social media pages, and mobile apps.

4) Taglines and Slogans (Brand Messaging ) – Slogans and taglines evoke emotion and connect the audience with the brand story. A clear and compelling brand message will reach more audiences in a short period.

5) On-Ground Branding – If you want to physically immerse attendees on your brand’s identity, on-ground branding is a crucial element. Branded signage, customized booths, staff uniforms, promotional merchandise, kiosks, experiential zones and

Trends in Event Branding

New strategies are ever evolving in the industry. Event Branding also adheres to these trends and create brand awareness, brand identity and brand values around them. Here are the latest tends in event branding.
1. Interactive Branding
A digital CGI environment with interactive brand stories are the latest developments in event marketing industry. Developing a CGI environment is a part of AR/VR. AR adds texts, images and 3D models around you. So you have interactive new world to get involved. This is the success of interactive branding and be an early bird to grab this for your brand story.
2. Sustainability- Focused Branding
Geen initiatives have become a must in branding. So try to use eco-friendly materials in your event stall and showcase your green initiatives. Audiences are generally drawn towards brands that demonstrates responsibility towards the environment. Enhance your brand’s appeal with recyclable banners and biodegradable getaways.
3. Hybrid and Virtual Event Branding
Optimized utilization of digital platforms has left users with high demands in the virtual platforms. It has also led to the rise of hybrid and virtual event marketing in the marketing industry. Setting up a website with more virtual rooms exclusively for the event is one trending brand marketing strategy.
4. Data-Driven Personalization
Tailoring the event experiences based on the attendee experience data from previous events has led to more personalized messaging, curated event paths, and the development of interactive content. Data-driven personalization makes the attendees feel valued and connected with the brand.
5. Story Telling

Storytelling is never an ancient technique. All brands need a story and so are events. Event organizers are highly dependent on stories to emotionally connect with the brand. Use storytelling wisely for better engagement.

How to Build a Strong Event Brand?

Here are the tips and tricks to build a strong event brand:
  1. Create a brand story – Use your storytelling skills
  2. Understand your audience – know your audience before creating your brand story.
  3. Be Consistent across platforms – use consistent branding across all social media channels and platforms.
  4. Evaluate regularly and adapt to necessary changes – feedbacks are the key for refining the branding strategy and bring success.
Event Branding is the strategic tool to enhance the brand’s presence and create a lasting impression. By paying attention to the details and trends in event branding, you can turn any event into a powerful branding opportunity. If you need the best events, contact MAZE.

FAQ?

Event branding creates a strong identity for the brand and helps to stand out in the competitive market. It boosts brand awareness and brand values. It also elevates the attendee experience, drives engagement and long-term brand recognition.

To make your event stand out from the crowd, offer something unique, use technologies to leverage the experience, personalize the event and make the event interactive. These strategies will help you organize a successful event.

The event branding elements are

  • Logo
  • Color scheme
  • Imagery
  • Font
  • Tone
  • Content Plan
  • Simplicity.
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