Branding an event with your organization’s identity is an essential step in the planning process. A brand is defined as a known identity of a company in terms of what products and services they offer as well as what the company stands for in terms of service and other emotional, non tangible consumer concerns.
A strong brand will differentiate your products and services from competitors. Likewise, an event not only represents your brand, it can also differentiate your organization from others. Because the event is like a direct reflection of your company, stripping it of your company’s brand can damage its identity.
Where do you begin in branding an event? Before anything else, it’s important to develop brand standards. Once your organization understands the brand and aligns itself with a specific message, outlining event guidelines helps everything fall into place.
A unique brand includes various elements like a logo, a color palette, a certain style of language, and overall design of website and materials. Creating brand standards that reflect these elements make it easier to be consistent. It can be as simple as making sure all of the computer and tablet screens used at your event have a background with your logo on them.
When Brother came to OFFSITE, they made sure to perfectly brand the space to their identity. They used banners all over the space and even put their branded language on our floors! An excellent tactic for a product launch or other PR event, this straightforward approach is used to create brand awareness and establish authority on a particular subject.
A branding tactic should always depend on the type of event you’re throwing, and in some situations less is more. Take L’Oreal, for example, who hosted an exclusive internal event with us earlier this month. The attendees were already quite familiar with the brand and excessive use of logos and brand colors would have been overkill; instead, L’Oreal used a neutral gray and floral accents to communicate that this was business indeed, while reinforcing the luxury and femininity of the brand itself.
Even collaborative events present a great opportunity for branding! See how Nexxus and Jimmy Choo partnered up to give beauty, fashion and style editors an unforgettable experience and how Samsung transformed the space to unveil the Galaxy Note II!
Creativity definitely counts when it comes to branding your events! Tell us, how do you show your corporate brand identity at events?