Unless you are an agency or communication department planning a closed exclusive or VIP occasion, a key objective of your event will be to take full advantage of every opportunity to promote and generate interest in both the occasion itself and the associated enterprises. To do this, planning the event branding is paramount, both in terms of the quality of the visual material and its placement throughout the hosting venue.
Name the Event Itself
By giving the occasion a recognisable label you instantly give it more importance than just another company social gathering. This generates interest, sets a precedent for future gatherings, and distinguishes through a recognisable identifier; in terms of online reach, a dedicated, clearly defined and correctly communicated event hashtag will do wonders.
Brand What you Can, but Prioritise What you Brand
For reasons of time, logistics and budget there will always be limitations regarding where you place decorative branding. Study the chosen venue layout alongside the event itinerary to identify which areas will give the most exposure to you branding materials.
When creating or ordering printed advertising materials, concentrate on quality and visibility, rather than the quantity: it is astronomically better have one large, pristine and eye-catching event banner, than numerous cheap roll-up banners that crease and sag.
Don’t just think about branding the usual suspects (the registration desk, the stage, the reception hall etc); also consider the publicity potential of smaller elements which will frequently appear in photographs, such as the handheld panel and audience microphones.
Be Fussy about the Precise Placement and Installation of Brand Elements
Always think maximum visibility, not just for your guests, but for the photographs and video that will document the event. For example:
You’ve decided a roll-up banner will look better stage right of the speech desk; don’t forget to angle on-stage branding materials correctly and position them so that they can be seen from all perspectives.
You’ve a table dedicated to event-related marketing elements (leaflets, brochures, freebies, and giveaways); avoid laying event branding elements flat, as they will not be seen! Stand them up or angle them (dedicated holders and stands for such materials are a minimal investment which can completely transform a presentation).
You want to take full advantage of the networking areas to promote event-related enterprises and sponsors; rather than putting associated branding materials on one big table out of the way, place them on several smaller tables throughout the space. This will greatly increase their visibility.
Keep an Eye on Branding Elements throughout the Event
Events are bustling affairs, with many arranged items prone to be knocked out of place, picked up, repositioned, and occasionally even damaged. A visual arrangement you’ve made at the beginning might look perfect, but, just like catering presentations, once a crowd starts interacting with them, their aesthetic value quickly disappears…Don’t forget to keep tidying, repositioning and replacing branding elements throughout the event.
Harness the Branding Power of Name Badges!
Few things are more frustrating than seeing a carefully planned, beautifully implemented, and usually expensive event branding strategy be let down by cheap, lopsided badges. Avoid clip-on or pin badges; instead use the larger shield badges on straps, as they always stay straight, work with any clothing (they simply slip over one’s neck) and, most importantly, are fully brandable (including the straps themselves).
Remember that name badges will appear on virtually every photo and on virtually every piece of video footage; they are an ever-present branding opportunity, so make the most of them!
Produce a Printed Event Booklet
This will not only help clarify the itinerary, introduce the speakers and promote your sponsors, but, being something that will be carried around by guests throughout the proceedings, just like name badges, they can serve as another source of constant branding.
Invest In Reusable Branding Elements
The chances are, this won’t be your (or the host company’s) last event, so consider creating or commissioning some durable, branded event decorations that can be used again for future gatherings. Being of greater quality and originality, they will pack far more of a visual punch than the cheaper, printed, throwaway materials which regular conference attendees are all too used to seeing. Here are several ideas which have worked brilliantly in events I’ve covered:
Giant company logos in 3D form, which can be placed as a centrepiece in key areas of the venue
Padded company microphones that can be thrown to-and-fro between audience members during Q&A sessions.
A company logo projector; a very efficient way to have a giant logo presented anywhere and in a way that will compliment its surroundings. I am amazed these are not used more often.
Head-hole boards and other fun, interactive branding elements; these work wonders for both breaking the ice and encouraging group portraits with relevant visual identity truly at the forefront.
Discuss Branding with Those in Charge of Visually Documenting the Event.
Any event photographer or videographer worth their salt will try to incorporate branding into their shots as much as possible. Discuss your event’s branding with them prior to the occasion; thanks to their experience (perhaps even at the same venue) they may well make suggestions you hadn’t thought of.
