What Is Event Branding? + 5 Examples to Inspire You

The look and feel of events changed exponentially after March 2020 as companies moved live events to virtual spaces. But whether your event is online or in-person over the year ahead, event branding is essential to create a memorable experience for attendees.

当我加入时Adobe MAX2020, for example, the virtual event felt as close to an in-person experience as possible. The opportunities to learn from accomplished speakers energized me and made me feel connected to the company.

That's no surprise, because91% of people have positive feelings about a brand after joining events。But memorable experiences don't happen randomly — they're the result of thoughtful event branding.

无论您是计划即将举行的虚拟会议还是户外聚会，都必须考虑活动背后的品牌。您想考虑您公司的价值和本质，但要设计一个独特的仅活动bob全站app品牌，脱颖而出。

为了举办一个使您的受众震惊并对您的业务产生真正影响的活动，请记住这一点。首先……嗯，这是什么？

What is event branding?

像公司品牌一样bob全站app，活动品牌由许多元素组成，包括徽标，网站，应用程序，营销材料，舞台设计，扬声器，赞助商和活动赃物。

有些元素类似于组织的品牌，但活动品牌必须独自一人。考虑品牌活动如何 - 喜欢Dreamforce,INBOUND, or29日的房间- 与主持这些活动的公司分开相关。通过现场品牌（即横幅，展位，舞台设计和赃物）和数字品牌（即网站，图像和营销）的结合，这是可能的。

重要的是要注意，事件品牌是活动营销but requires its own skill sets and strategies.

The key to a well-attended event is to make your branding cohesive and recognizable, because a consistent brand presentation has been seen toincrease revenue by 33%。除了一项周到的品牌计划之外，您还需要宣传活动，为与会者创造令人难忘的时刻，并知道如何衡量成功。如果您能做到这一切，您将获得一个品牌良好的事件的回报。

Benefits of Event Branding

想想您参加的最好的活动。您可能会想象您遇到的人，食物，扬声器，甚至是售后的人。为活动打上烙印，塑造了每个参与者（扬声器，与会者，员工和赞助商）的方式。

For example, one session in the Adobe MAX event showed me how to use new features in my Lightroom mobile app. I only learned that skill because Adobe selected speakers who provided value for the audience. They also had a moderator who shared immediate takeaways. And they sent me a follow-up email with the recorded session in case I needed to refresh my memory afterward.

I now follow that particular speaker on Instagram and even renewed my Adobe subscription after joining the event. Yes, I knowingly fell intothe flywheel。

关键是，品牌活动可以帮助产生潜在客户，建立忠诚度和信誉，并提供支持。如果您提供宝贵的体验，与会者更愿意购买您的品牌承诺（最终，最终进入产品或服务）。

因此，如果您做得很好，人们将拥有良好的经验 - 产生积极的情绪 - 并将成为您品牌的客户或拥护者。

5 Event Branding Ideas

Creating a unique brand that resonates with your audience is about crafting a story that you and your attendees will tell. That's why successful event branding carries one message throughout every touchpoint. For inspiration on how to tie your event together, look through these examples of well-planned events around the world.

1. Website

A website is the hub of an event, so it needs to set the stage for the brand. This is the place to share information on the event's purpose, dates, registration, speakers, sponsors, merchandise, and FAQs.

这应该很容易导航，让人们兴奋地注册。这正是TechCrunch中断website does; It's straightforward, yet effective. And the no-nonsense branding is aligned with the modern style of innovative tech companies.

图片source

2. Marketing

Every event planner's nightmare is lackluster attendance. To make sure your event is buzzing, put time into marketing the event with social media posts, emails, and ads. Check outThe Ultimate Guide to Event Marketingto dive into the details.

For event branding, ensure your messaging and imagery are cohesive across all channels. You want to give your audience multiple opportunities to learn about, sign up for, and share your event.

The#follow20 Design Festivalis a great example of how consistent branding can help people recognize an event both online and in-person.

图片source

3. Design

A solid marketing plan is nothing without consistent design. This includes colors, logos, typography, photography, graphics, swag, posters, and stage design. The studio混合设计perfectly coordinatedPinterest's Knit Con 2019通过充满活力，周到的触摸，将Pinterest团队的价值观和创造力联系在一起。

图片source

4.赃物

事件赃物似乎是不必要的，虚拟事件taking over in-person meet-ups. But that's not entirely true. Promotional Products Association International (PPAI) estimates that promotional products are the most effective form of advertising across all generations, and超过80％的促销产品已使用一年多。

While branded products have been held under the fire for causing environmental harm, unsustainable swag isn't the only option these days. Digital gift cards, online workout class passes, free software, and charitable donations are all environmentally responsible giveaways.

The trick is to find swag that suits your brand, so don't shop for stress balls and stickers if you're hosting a tech conference.SXSWis a good example of how to choose merch that's reusable and relevant to the event brand.

图片source

5.视频

在过去的几年中，视频营销一直在上升，大流行使视频的需求比以往任何时候都更加重要。Wyzowlfound that the pandemic has impacted how much video content 68% of consumers watched online, with 96% reporting an increase.

对于活动品牌，下面显示的入站视频在共享活动回顾，突出扬声器会议和强调品牌价值之间取得了平衡。

Outdoor Event Branding

Outdoor events can be a good alternative to virtual events. This type of event is ideal for networking meet-ups, company picnics, award ceremonies, or festivals. And if you take the proper safety precautions, attendees will feel secure and enjoy the hard work you put into the experience.

在计划户外活动品牌时，有几件事要考虑。根据季节和位置，您可能需要对活动进行防风雨。标志和横幅需要履行条件，人们需要一个地方来避开热量，寒冷或雨水。

Take advantage of these outdoor quirks to create unique branding moments. Set up plenty of spaces for small groups to gather that have fun opportunities for people to interact with your brand. To keep people socially distanced, consider branded floor decals to mark proper distance or give groups different colored wristbands to encourage people to stay together.

例如，塞尔特兰held successful outdoor events in 2020 thanks to creative thinking and smart branding. Seltzerland organizer Kate Levenstien petitioned to move the events to recently-opened golf courses.

她遵循了当地的共同限制，带来了数十家饮料公司，订购了赃物，并进行了测试跑步以检查课程中每个空间的安全性。结果？在滚动锁定的一年中，美国各地的九场成功户外活动。

图片source

As you plan your next event, remember that event branding is more than a logo and company colors. Designing a thoughtful brand for your event will not only ensure it resonates with your company, but it will also make it easier to engage your audience and let everyone leave with valuable information. There's nothing better for next year's attendance than a memorable experience everyone wants to share.