Many things have changed in the past few decades in terms of how to market events, and even more importantly, branding your event to maximize exposure. There is so much power in having a strong brand presence in the event planning industry because of the way it helps your business survive.
Recessions come and go but knowing the importance of branding your event will help you survive them in order to contribute to the longevity of your success in the events industry.
Many events have survived the fluctuating events market like Coachella, E3, and even good ole Woodstock because of the strength their brands hold. In this blog post, we’re going to review the 3 marketing pillars that will make your event brand everlasting.
3 Key Rules for Branding Your Event
When creating your event plan, branding your event should be your first priority. You want to ensure that this is going to be a repeated occasion, rather than a one hit wonder. The last thing you need is to spend time and money on producing an event that is not going to be lucrative.
When you start a business, your end goal is not to have one great big sale and then nothing. Same goes with event goals, especially when it’s an annual event that you’re planning. Branding your event properly will safeguard your reputation in the events industry and guests will leave knowing who you are and why they want to return the upcoming year.
Here are the main components to include when branding your event:
Emphasizing your brand’s unique characteristics will make it easy for you to stand out in a sea of copycats. It will also help define your brand against your biggest competitor. Just think Mac vs. PC advertisements and how much power is in the differentiation of the two brands and how its worked towards building their consumer base.
2. Staying Consistent
Consistency in your branding material like the colors you use and the logos are the core components of the success of your branding efforts. In the event planning business, that means that all of your marketing material must make sense and relate to one another in the typography, logos, and colors. Think of it like this: When you think Coke, do you think Red or Blue? How about when you think Pepsi? See, you instantly thought of a color when reading the name of each brand. These two brands are considered rivals, but they have both done an excellent job of staying consistent with their branding, so they have both succeeded for decades.
The best of the best in the event planning industry have had the magic touch when it comes to addressing their clients in an individual and direct form while still making sure to stay connected with their potential leads. In the events industry, personalization is the nucleus of branding. If you can make your leads feel like they’re talking to a friend that is interested in helping them make their event a success, you’ve gained a loyal and possibly long-term client.
If you’re looking for ways to build your brand in the event planning business, stay connected and be sure to attend The Event Planner Expo in NYC each year to stay relevant in the industry.