Event Branding: How it Boosts Attendance and Sponsorships

Event branding helps ensure your event is being promoted consistently across different platforms and channels. When done right, event branding can boost attendance, sponsorship dollars, and speaker involvement.

In this post, we’ll review everything you need to know about event branding: what it is, why it matters, and some examples to draw inspiration from.

What is event branding?

Event branding is a strategic process that goes beyond simply creating a logo or visual identity for an event. It involves developing a distinct and cohesive brand identity for the event that resonates with attendees, sponsors, and other key stakeholders. 

The goal is to create a memorable and consistent experience that leaves a lasting impression in the minds of all those involved. Event branding plays a crucial role in shaping the event's image, positioning it effectively in the market, and driving attendance and sponsorships.

The process of event branding starts with understanding the event's purpose, target audience, and unique selling points. It requires careful consideration of the event's goals and objectives to align the branding strategy with its intended outcomes. By creating a brand that reflects the essence and values of the event, organizers can set the stage for a successful and impactful occasion.

Benefits of branding an event

Adds consistency and credibility

Consistency is the hallmark of effective event branding. When all aspects of the event, from the logo and visual elements to the messaging and communication style, align cohesively, it creates a sense of professionalism and credibility. A well-branded event inspires confidence among attendees and sponsors, signaling that the event is well-organized and reliable.

Promotes awareness and engagement

A strong brand identity increases event visibility and helps it stand out in a crowded marketplace. By leveraging consistent branding across various marketing channels, such as social media, email marketing, and advertising, event organizers can capture the attention of the target audience and drive greater interest and engagement.

Boosts attendance

Branding plays a pivotal role in attracting attendees to an event. When an event is well-branded and its value proposition is effectively communicated, it creates a sense of excitement and anticipation among potential attendees. People are more likely to register for an event that conveys a clear and compelling brand message that aligns with their interests and needs.

Attracts sponsorship dollars

Sponsors are strategic partners in events, and they seek opportunities that offer valuable exposure and alignment with their brand values. A strong event brand signals to potential sponsors that the event is reputable, well-organized, and has a dedicated and engaged audience. As a result, sponsors are more inclined to invest in events with a well-established brand presence.

Increases repeat attendees

An exceptional brand experience leaves a lasting impression on attendees, encouraging them to return for future editions of the event. When attendees have a positive and memorable experience, they become brand ambassadors who share their enthusiasm with others, driving word-of-mouth referrals and increasing event loyalty.

How is event branding different from regular branding?

Event branding differs from typical company branding in several key aspects:

Temporary nature

Event branding is designed for a specific event with a limited duration, while regular branding is intended to represent a company or organization in the long term.

Unique audience

Event branding targets a specific audience attending the event, whereas regular branding aims to appeal to a broader target market of customers or clients.

Specific purpose

Event branding is tailored to serve the unique purpose and objectives of the event, such as promoting a product launch, networking, or knowledge-sharing, whereas regular branding communicates the overall values and identity of a business.

Short-term goals

Event branding is geared towards achieving short-term goals related to the success of the event, such as increasing attendance and attracting sponsors, while regular branding focuses on building brand loyalty and long-term relationships.

Visual flexibility

Event branding often allows for more flexibility in visuals and design to cater to the event's theme and atmosphere, whereas regular branding maintains consistency to build brand recognition.

Event theme

Event branding is closely tied to the event's theme or topic, reflecting its specific characteristics and industry focus, while regular branding emphasizes the broader brand message and positioning.

Time-sensitive

Event branding needs to be executed quickly to promote the event effectively within a specific timeframe, while regular branding is an ongoing process that evolves gradually over time.

Resource allocation

Event branding may require a more focused and intense allocation of resources during the event's planning and execution, whereas regular branding involves continuous efforts to maintain and enhance the brand's reputation.

Event branding examples

EIT Manufacturing Summit

We’ll start off strong with one of our own projects, the EIT Manufacturing Summit. Since 2019 we’ve been working with EIT Manufacturing to develop a strong visual identity for its annual summit. Each year, we update the visual identity to reflect the summit themes, creating a design system that can be adapted across channels and deliverables. 

When designing a visual identity, adaptability is key. We design reusable components that can be used in agendas, speaker presentations, landing pages, and social content. What EIT Manufacturing receives is a suite of templates and tools that they can then use to promote the event consistently.

Like what you see? Request a proposal for help with branding your next event.

IBM Think

IBM's flagship conference, Think, showcases the company's latest innovations and technologies. The event's branding reflects IBM's corporate identity, with a clean and modern design that aligns with the company's brand colors and typography.

Fortune Brainstorm Tech

Fortune Brainstorm Tech is an annual tech conference that brings together industry leaders and innovators. The event's branding conveys a sense of forward-thinking and innovation through its logo and visual assets.

HubSpot INBOUND

INBOUND is HubSpot's annual marketing and sales conference. The event branding uses bold colors and dynamic visuals that align with HubSpot's overall brand identity, creating a lively and engaging atmosphere.

TED@IBM

TED@IBM is an event where IBM employees share their innovative ideas and stories. The event branding draws from the iconic TED branding while incorporating IBM's corporate colors and visual elements.

Google Cloud Next

Google Cloud Next is an annual conference that showcases Google Cloud's products and services. The event branding features Google's distinctive color scheme and maintains consistency with the broader Google brand.

Bloomberg New Economy Forum

The Bloomberg New Economy Forum brings together global leaders to address economic challenges and opportunities. The event branding reflects Bloomberg's commitment to financial journalism and global coverage.

Salesforce Dreamforce 

Salesforce's annual user conference, Dreamforce, is known for its impressive event branding. The Dreamforce logo and visuals are consistently used across various marketing materials and event spaces, creating a cohesive and immersive brand experience.

LinkedIn Talent Connect

LinkedIn's Talent Connect conference is designed for recruiting and HR professionals. The event branding incorporates LinkedIn's recognizable blue color and professional imagery, emphasizing its focus on networking and career development.

Fast Company Innovation Festival

The Fast Company Innovation Festival celebrates innovation and creativity in business. The event branding is vibrant and forward-thinking, reflecting the spirit of the festival.

Event branding deliverables

To create a comprehensive event branding strategy, various deliverables need to be developed. These include:

1. Event visual identity

The event's visual identity sets the tone and style for all branding efforts. It encompasses the use of colors, typography, and visual elements that represent the event's personality and theme.

2. Event name

A well-crafted event name captures the essence of the event and communicates its purpose effectively. It should be easy to remember, relevant, and reflective of the event's unique selling points.

3. Event logo

The event logo is a central element of the branding strategy. It serves as a symbol that identifies the event and creates a visual association with its purpose and values.

4. Color palette

The color palette defines the range of colors that will be used consistently across all event materials. A carefully chosen color scheme creates visual harmony and strengthens the brand's recognition.

5. Typography

The selection of fonts and typefaces ensures a consistent and cohesive appearance in all written communications. Typography plays a significant role in shaping the event's visual identity and overall brand image.

6. Design system

A design system provides guidelines for creating a cohesive and unified design across various materials. It includes instructions on logo usage, color combinations, typography pairings, and the arrangement of visual elements.

Event branding tips for professionals

1. Create a flexible design system

A flexible design system allows for adaptability across different event materials while maintaining a consistent brand image. It should accommodate various formats, sizes, and platforms without compromising visual integrity.

2. Give internal teams easy-to-use templates

Help internal teams to maintain a consistent look and feel by providing easy-to-use templates for marketing and promotional materials. Templates ensure that all materials adhere to the event's branding guidelines.

3. Refresh event branding for next year

For recurring events, consistency is crucial. While a complete overhaul may not be necessary, a periodic refresh of branding elements can keep the event relevant and exciting. This might involve updating the color palette, adjusting the logo, or introducing new visual elements that reflect the evolving nature of the event.

4. Leverage social media and digital platforms

Social media and digital channels provide excellent opportunities to showcase event branding. Create engaging and branded content that resonates with the target audience and encourages participation and sharing.

5. Engage attendees in the branding process

Involve attendees in the event branding process by seeking their input and feedback. Conduct surveys or polls to gather insights on what aspects of the branding resonate most with them. Engaging attendees in the branding journey fosters a sense of ownership and connection with the event.

6. Measure branding impact

Determine the effectiveness of the event branding strategy by measuring key performance indicators (KPIs) such as attendance numbers, social media engagement, and sponsor satisfaction. Analyzing these metrics helps assess the impact of the branding efforts and informs future improvements.

Need help with event branding?

Event branding is a powerful tool for elevating the success of an event. A well-executed branding strategy creates a memorable and consistent brand experience that attracts attendees, sponsorship dollars, and excitement.

If you need help with branding your event, Outlier Creative is here to help. We’ve worked with some of the world’s leading organizations to create memorable events. Reach out to get started today.

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