Quick: think of some popular loved products or services. Now ask yourself how often do you see that product identity in the same recognizable way in multiple media platforms? If the answer is "constantly", chances are that brand is either already successful or growing quickly towards success. Why? Because consistency and proliferation of brand appearance is key to building recognition.
Now consider your business events. Most people think of them as here today, gone tomorrow, and often give events last-priority focus. But in reality events offer a fantastic opportunity to create a lasting impression. So you want to be sure your event is branded with the same careful consistency you apply to the rest of your marketing programs. "Properly representing your brand and shaping how your attendees, partners and sponsors remember it are absolutely critical to the growth of your event and your business. Take a look at the following statistics: (https://blog.bizzabo.com/event-branding)"
- 79% of marketers cite increased brand awareness as the main focus for B2B content marketing. (*)
- A signature color can boost brand recognition by 80 percent (University of Loyola, Maryland)
- 45% of a brand’s image can be attributed to what it says and how it says it. (*)
- 60% of US millennials expect consistent experiences when dealing with brands online, in-store, or by phone. (*)
Clearly branding matters in almost all situations. So what if your upcoming event is the product itself that you are marketing? Then absolutely you should give your event its own brand presence, plus apply the same brand guidelines everywhere in the event pre-promotion, and for sure at the event location itself.
One example of outstanding event branding is the B2B GameChangers Conference that took place in San Francisco this fall. This 2-day event, sponsored by Integrate, brought together a group of 20 trailblazing speakers including TV Hosts, CEOs, CMOs and high-level Digital Strategists to share thought-leadership on driving change in Sales, Marketing, Revenue and Social Media.
The brief event video above shows the B2B Game Changer brand identity, theme, personality and logo design all remained consistent and true throughout the conference displays, as well as on the event website. The innovative but unwavering look of the B2B Game Changers logo helps people remember the brand and the conference itself. Plus quality event graphics provide the cohesive finishing touch to pull it all together at the physical event. Remember: our memories are filled with selected snapshots of significant events. So if you want your brand to be memorable, leverage the power of consistent event branding with quality display graphics.
BarkerBlue produced the event graphics for the B2B Game Changer Conference. See https://barkerbluecreate.com for more on how we can create unforgettable event graphics for your company.