Recognising The Importance Of Branding When It Comes To Marketing Your Events

Branding is the art that is responsible for shaping your business... It certainly takes a lot of thought and creativity to make your brand stand out from the crowd.

Consistent and visually appealing branding will be what establishes your business identity successfully, as well as clearly highlighting what sets you aside from your competition.

To emphasise the importance of branding when it comes to marketing your events, we've put together some key points for you to consider... 


GOOD BRANDING CREATES TRUST:

• First and foremost, good Events Branding helps create trust… We all know a good relationship must be based on trust and this will ultimately be what leads to the success of your event… People need to trust that it’s going to be good! 
• Individuals are more likely to trust something that looks professional and is visually appealing. Also, if they have seen your branding before, it will ignite further confidence that what is being promoted is reputable.
• The more frequently your branding is seen, the more trust that will be gained. With this, cross platform branding and marketing is key. Some people will ignore certain platforms because they don’t believe it will benefit them or is necessarily relevant to their demographic, or simply, they do not understand how to use it. However, it’s really important these platforms are not ruled out. For example, if we were producing marketing materials for an event aimed at the Higher Education demographic, we know that TikTok is one of the fastest growing platforms within the 18 - 24 age bracket, so would ensure this platform wasn’t ruled out when promoting an event. I also know that Instagram is now far more likely to reach the student market, over Facebook and video content and live content is going to engage with your audience far more than just photos. 
• A sense of pride and community can be created through trust of a brand, these values again are particularly important within an events setting. People need to trust that what is being promoted is going to:
• HAVE PURPOSE: so events that create good engagement amongst the student and university staff environment. 
• BE INCLUSIVE: ensuring the events are accessible to all, whatever their background. 
• BE OF GOOD VALUE: that something has been gained from the event, to enhance their experience or nourish them in some way.

GOOD BRANDING INCREASES ENGAGEMENT:

• The more visually appealing your Events Branding, the more likely people are to engage with your content… This is really important. It’s tough enough to stand out from the crowd with the sheer amount of content their is out there, so to be visually appealing is really essential! 
• The more attractive your branding is to your target audience, the more likely they are to share and comment via their Social Media channels (and beyond!) Research is fundamental when it comes to attracting your target market effectively. But also, being prepared to adapt and change your strategy if things aren’t working as you’d hoped. 
• If it really stands out, people will most certainly talk about it. Increasing engagement further through word of mouth. I’m a strong believer in getting creative when it comes to marketing and event campaigns and thinking outside the box. 
• Successful branding and marketing of events should induce an excitement within your demographic, that will ultimately mean it gains even more traction. 

GOOD BRANDING CREATES RECOGNITION & AWARENESS:
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• Effective Event Branding will ensure you gain repeat success, people like what you do and they will come back for more. 
• Effective branding will ensure people familiarise themselves with what you do and what you are capable of producing. This is great for withholding a good reputation, obviously it’s also very important that the events that are being produced match the event marketing and peoples expectations. 
• Successful Event Branding will promote wider recognition and awareness of the type and style of events you put on. Again, hopefully resulting in repeat custom. 
• When familiar with an Event or particular Event Branding, people are more likely to subscribe to updates/ write reviews/ share and comment on Social Media channels etc, this will then increase your audience for each event as well as increasing your audience reach.
• And finally, good branding should be memorable, resulting in further familiarisation and promotion from your target audience. 

FURTHER THINGS TO CONSIDER WHEN IT COMES TO YOUR BRAND:

1. Is your Events/ Events Branding inclusive? (Does it represent and include everyone within your demographic?)
2. Does it have purpose? (Does your branding reflect the style of event you are looking to produce and promote?)
3. Does your branding represent you and how you would like to be perceived? Is it memorable?
4. Is your Event Branding visually stimulating? Will it appeal to your target audience? 
5. Does it look professional? Are you confident your demographic will engage with it? 
6. Are you prepared to adapt your approach if things aren’t working. Do you have a strategy in place for this? 

​To discuss with us further how we can help you develop your brand or create a really strong brand identity, please get in touch with our Marketing team via the 'Contact' page.