One of the main points of holding business events is to put your brand out there on the main stage. You get to set the scene and choose who will be in attendance and the atmosphere that results should lead to an improved perception of your business and its offerings.
All this might sound pretty simple, but how do you actually go about custom branding for these kinds of business events? This article breaks the process down into a number of more manageable steps – from thinking about your branding needs to promoting the event beforehand, here’s where to start.
Photo by Patrik Michalicka on Unsplash
Think about your branding needs
Before you get started with buying branding materials, you need to think about your branding needs. This means taking a step back and looking at your current branding strategy to see what holes need to be filled and what strong points can be built on.
Depending on whether you’re launching a new product, celebrating a milestone, or just generally trying to bring your professional community together, you’ll want to take a slightly different approach to your customised branding materials. Getting clear on those goals beforehand is critical and will make the following steps a lot easier. For example, if your event involves gathering attendees online, a free event registration template can save you time and ensure a seamless experience for participants. By addressing these logistical elements early, you can focus more on refining your branding message.
Choose branding materials
Once you know what kind of branding goals you’re trying to achieve, you can start thinking about how you’ll present that brand imagery. There are heaps of different options that you could use – you could use a service like Screen Textiles to have branded clothing made, or you could focus on producing a brand video to show to attendees.
In most cases, you won’t want to have just one single branding material. Instead, you’ll need to think about which forms are appropriate for the setting you’ll be hosting your event in, and then work out which options will complement one another the best.
Ensure brand consistency
During this whole process, you’ll need to make sure that you keep brand consistency in mind at all times. Especially if you’re playing around with new branding materials, you don’t want to disseminate branded items that clash with the rest of your brand image – your efforts should work together to result in a cohesive end result. This requires careful consultation with your brand guidelines, and coming back to the document multiple times during the process.
Keep on promoting
Lastly, you need to do more than consider what branding you’ll leverage during the event – you also need to market the event itself to ensure that enough people end up going. Just because you and your close professional network are all aware of the event doesn’t mean everyone else will be; you need to leverage a range of different channels to get the word out there.
Getting custom branding right is no mean feat, but it’s incredibly effective when you do manage to get things right. By going through the basic steps outlined above, you should find yourself on track to achieving an appropriate level of brand visibility at your next event.
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