By Katrina Kirsch

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.

When I joined Adobe MAX 2020, 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, because 91% 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.

Whether you’re planning an upcoming virtual conference or outdoor meet-up, it’s important to consider the branding behind your event. You want to consider your company’s values and essence, yet design a unique, event-only brand that stands out.

To host an event that wows your audience and has a real impact on your business, here’s what to keep in mind. First … well, what is it?

What is event branding?

Like a company brand, event branding is made up of many elements including a logo, website, app, marketing materials, stage design, speakers, sponsors, and event swag.

Some elements are similar to an organization’s brand, but the event brand must stand on its own. Think about how branded events — like Dreamforce, INBOUND, or 29Rooms — are separate yet related to the companies hosting the events. This is possible with a combination of onsite branding (i.e., banners, booths, stage design, and swag) and digital branding (i.e., website, imagery, and marketing).

It’s important to note that event branding is a part of event marketing 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 to increase revenue by 33%. Beyond a thoughtful branding plan, you need to promote the event, create memorable moments for attendees, and know how to gauge success. If you can make all of that happen, you’ll reap the rewards of a well-branded event.

Benefits of Event Branding

Think of the best event you’ve attended. You can likely picture the people you met, the food, the speakers, and even the after-parties. Branding an event shapes how everyone involved—speakers, attendees, employees, and sponsors—remembers the experience.

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 into the flywheel.

The point is, a …read more

Source:: HubSpot Blog

Author: Aaron