Developing a brand identity and creating unique design assets for your event, whether virtual, hybrid or real-life, provides meaning and context, giving people an appealing reason to engage and take part.
With steady growth in competition for your audience’s time, a well-executed event theme helps both your brand and event to stand out. The most common branded event themes we work with fall into two categories. A company’s flagship event with branding linked to the corporate brand; or topic-based branding that draws in its audience with a timely and interesting theme that is easily understood through the design.
Annual company event
Connecting your corporate brand to your event brand has the benefit of brand association both ways. It builds up awareness and strengthens your position as a thought leader in your sector and for those already familiar with the corporate brand, boosts event participation.
AVCA’s flagship event, their annual conference, uses a strong graphic marque and colours that link to the corporate brand. The design is refreshed from year to year, providing distinction between events.
WHY IT WORKS: the distinctive marque acts as a memorable identifier. An eye-catching gradient grabs attention whilst the colours provide the connection back to the corporate brand.
Topic based event
Having a topic gives people a connection with your event by providing something they can relate to. It can also stand out better from your general marketing communications.
HPD Lendscape have an annual theme for their events, Growth Factors. The event brand is adaptable for regional spin-offs and variations of the theme through the use of both scale and colour.
WHY IT WORKS: The bold graphic immediately stands out and its abstract nature means it can be used at any scale or crop, adding versatility and a sense of energy.
Marketing for hybrid and virtual events
Your event brand needs to be flexible as formats might range from panoramic shapes (think stage backdrops for in-person / hybrid events and website banners for virtual) to squares for social media or signage.
Hybrid and virtual events can use the same assets for pre-event marketing, such as social media teasers, emails and sharing highlights from past events. You could have an event landing page on your corporate site to direct sign-ups or, for bigger events, a separate website dedicated to the event, highlighting partners, speakers and topics.
Whilst the type of brand assets you need will vary depending on whether your event is virtual, hybrid or in-person, it’s important that your audience has a consistent experience across all platforms. This helps people to connect and know that they’re in the right place as well as to deliver an engaging and memorable event.
Capitalise on the post-event momentum
And don’t forget to capitalise on the positivity you have generated by hosting your event. Follow up with all attendees with consistent post-event collateral. This can be in the form of a key takeaways document, a highlight of your services to reinforce why you are an expert in this field, and always include some kind of call to action so that people know what they should do next. You can also highlight upcoming events to continue building the relationship. Lastly, don’t forget to say Thank You for being part of the event!