In 2019, more than 84% of business leaders interviewed by Bizzabo said in-person events were necessary for their company’s success.
As part of a marketing strategy, events can be a differentiator for your brand.
After all, through them you can build authority, capture leads, promote new products, and much more.
But for all of this to pay off, you need to show what sets your company apart!
In other words, you need to invest in branding, especially at your events.
To do this, how about following our tips?
What is branding for corporate events?
You probably already know that branding is a set of actions that build a brand according to its positioning, purpose, and values.
For companies, this is already a fairly common practice, so you likely already have a well-defined persona, visual identity, and brand.
In this case, events are commonly used to reinforce them, so they typically express all your values and set you apart from your competitors.
After all, the more value you deliver, the more unique and well-regarded you’ll be with your audience.
5 steps to apply branding at corporate events
To have strong branding at your corporate event, you need to have well-defined branding at your company.
So it’s important that you’ve already defined:
Persona
A persona is the fictional representation of your ideal customer, with all their key characteristics and needs.
Visual identity
Visual identity, as the name suggests, is the visual construction of your brand. In other words, your personality, values, and purpose translated into images, such as your logo, colors, typography, fonts, etc.
Values and purpose
Purpose is the reason for your existence — what will make your event different from others and attract people.
After these are defined, there are ways to reinforce your brand and how your attendees perceive it.
1. Create a website for your event
Basically, branding stirs emotions and creates connections that are essential for getting someone to complete a purchase or registration for an event, for example.
For this reason, your website is a very important platform for building this connection.
So you should use it to create a good ticket-purchasing experience for attendees, increase contact with your audience, and even be found by new people.
After all, an event website can help you show up in Google search results for similar topics.
The more elements relate to your brand, the more authority you’ll build.
2. Reinforce your brand at events
Speaking of reinforcing your brand on your event’s website, a good practice is to keep your brand always visible.
In this case, you can start by displaying your company’s brand from the event website to the flyers.
Since it isn’t always easy to make this kind of change to websites, Even3 makes it possible to quickly create an event website and remove the platform’s branding to replace it with yours.
This way, attendees will interact with your organization from their very first experience with the event.
So it’s worth investing in a great attendee experience, right?
3. Invest in event portals
For corporate events, a great experience makes all the difference for your business!
So it’s best to avoid difficulties and frustrations in the attendee’s journey.
A good tip is to make it easy for everyone to access your events, while allowing for as much comfort and speed as possible. In other words, it’s ideal to invest in an events portal!
That is, an online page featuring all the events held by your organization, with the ability to split them into categories and search.
This way, your attendees will find your events much more easily, in addition to keeping up with everything organized and promoted by your company.
4. Put your company’s name in the event URL
To be found even more easily and directly link your events to your brand, you can opt for URLs featuring your company’s name, which we call a custom domain.
For example, events without a custom domain hosted on Even3 usually follow this structure:
www.even3.com/COMPANYNAME
This way, you can benefit from Even3’s domain authority, be easily indexed by Google, and share the link around.
However, you can attract even more attention to your event with a domain that’s much more your style.
A “www.companyname.com” is definitely much easier for your attendees to find!
So try to bring all these factors together when creating your own domain.
On Even3, for example, we offer the solution of customizing your event’s URL however you like, while still borrowing the authority of our website.
5. Build communities around your event
Finally, events will give you the chance to meet people, foster networking, and impact the market.
So encourage this movement and build communities around your event!
They can be in person, involving a specific audience, other meetups, or even the formation of a collective.
But you should definitely also have online communication channels!
That’s because your presence on social media will also reinforce your branding by creating connections, conversations with your followers, and anticipation for upcoming events.
But pay attention: knowing how to choose the right channel and format will make your campaign much more effective.
So once you’ve established where to build virtual communities, activate your communication, promote, and grow your communities.
And remember: encourage interactivity and connection throughout your entire event!
So prioritize event platforms that offer these features, like chats, polls, and giveaways.