The identity of an organization is embedded in its brand. Branding provides cohesive messaging, increases awareness, and builds trust and loyalty amongst clients and customers. These branding benefits don’t just apply to logos, taglines, and messaging, however. Event branding is crucial for creating a successful and memorable experience for your attendees.
In business as in relationships, consistency builds trust. Customers and clients want to know what to expect from an organization, and they appreciate the predictability that comes from brand familiarity. Any event should be advertised using your organization’s recognizable logo, fonts, tone, and colors for the sake of consistency. An event should appear to be an extension of your organization both in values and presentation.
Event branding should be memorable. Advertise your event across all platforms that your organization typically uses – print, social media, newsletters, email blasts, blog updates, and more. Give your event a catchy and creative name that both grabs attention and explains what attendees can expect. Whether your event exists for the purpose of fundraising, building awareness for your organization, or thanking donors, the event branding is just as important as the event itself!
These “Save the Dates” were used across various platforms such as print, social media, and donor newsletters to spread awareness of a special client event for UMC Foundation. It both teased the event and promised interested parties more information to come!
Consider establishing an annual event. This could be a yearly dinner for supporters, an informational seminar for prospective donors, a fundraising 5K, or even a weekend retreat. Regardless of what kind of event your organization hosts, participants can anticipate the experience and plan to reattend each year! Branding an annual event allows you to use that material for years to come. With a few changes to each year’s advertising material, your organization can promote its annual events while keeping the bulk of the content the same. This is another way to preserve consistency in messaging and simplifying the marketing process.
Give your donors, your customers, and your clients something to eagerly look forward to each year by offering the same positive, engaging experience! An event that is excellent both in branding and in execution will ensure repeat attendees – attendees who will want to invite friends and partake in the mission of your organization in a greater capacity. A focused and consistent approach to event branding maintains message cohesion and eliminates confusion and ambiguity.
If you’re considering hosting a new event with your organization or you currently host an event that needs a marketing revamp, contact the team at Masterpiece Marketing today.
