Your Corporate Event as a Brand – Build it and they will come; Brand it effectively, and they will stay

Any successfully managed corporate event will accomplish three major objectives; enhance your brand identity, increase your return on investment, and create long-term relationships between you, your consumers and partners. In the business arena, events are used as vehicles to communicate a message to current customers, future clients, and partners. The content of that message is illustrated through effective branding. Savvy event managers understand the potential an event has to revolutionize the way a company interacts with its client base. From the use of an event logo, to the selection of the keynote speaker, your event is the stage on which your corporate brand performs.

Implementing effective branding strategies involves clear understanding of the objectives and goals of the event. What message is your company attempting to convey? Who is your audience? What is the purpose of your event? Who are the key players in the construction of the event? Who will or should be impacted the most by your event? Answering these questions will allow the event managers to design an event that will justify event investments and add value to the company brand. Below are the 4 major components of effective event branding.

1. Give your event a name. Attendees will remember your event by what you choose to call it. When potential clients and consumers are less familiar with your company and brand your event can serve as an excellent introduction. Sell your products by selling your event. Your event name should accomplish 3 major goals, include the name of your company or the product you are attempting to sell, give the attendee an idea of what the event is about, and be an extension of your company brand.

2. Develop an event slogan or motto. The slogan or tagline acts as a description of the event. The tagline should be concise, memorable, and possess an emotional appeal. It is the glue that connects the event name to the event logo.

3. Create an event logo. The logo acts as a window into your company’s mission, services and culture. Like the event name and slogan the logo should be reflective of your company brand. Implementing a similar color scheme, design and layout will create a familiar connection between your event and your organization. If your event is an annual affair, it is important to design a logo that can be used interchangeably with different themes.

4. Implement interactive activities for your audience. One of the best ways to reach an audience is to make them feel a part of your company. Think of the message you want to send to your audience. What impression is your company striving to make? Some interactive activities can include games, give-a-ways, demonstrations, and more. Determine what activity best suits the purpose of your event.

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