Ensure Your Brand is Strengthened and Not Damaged by Events
When it comes to reputation and recognition, your business branding is the most important first impression tool you have, especially when it comes to putting your stamp on an event. However, with visibility can come brand damage should an event not work out the way everyone had hoped.
Live Group have pulled together some tips and ideas to ensure that your brand isn‘t damaged but strengthened at your next event.
But first, do you understand the difference between brand image, brand identity and brand values?
Brand image refers to a brand’s perception and reputation in the eyes of consumers but it’s more than just putting your logo everywhere. It solidifies the first impression a consumer gets, the feeling of trust for a consumer when seeing your brand which goes on to foster an emotional connection and recognition. Through events, you can build on the positive associations that a consumer has about your brand, tell them about your brand’s journey and show them what distinguishes you from competitors.
Brand identity encompasses the visual and verbal elements that define a brand. It includes the logo, colour palette, typography, and overall design. These elements create a consistent and recognisable look, reinforcing the brand’s presence in the market. Brand values, on the other hand, represent the core beliefs and principles that guide a brand’s actions. They shape how a brand interacts with customers, employees, and the world.
Understanding your brand is crucial because it lays the foundation for effective protection should a problem arise. Knowing your brand ensures consistency across all touchpoints and consistent messaging, visuals and experiences build trust and recognition. Understanding your brand allows you to register trademarks, copyrights, and patents to safeguard your brand assets as well as easily aligns employees with your mission, creating an army of brand ambassadors, and reinforcing its integrity.
All of these points come together to provide a strong position if you need to do any crisis management, when you know your brand’s essence, you can respond swiftly during crises and consistent communication maintains trust even in challenging times.
So how do you pull these threads together to ensure your event aligns with your brand values?
When organising an event, aligning it with your brand values is crucial for consistency and authenticity. Here are some ideas on how to ensure brand values shine through:
Visual Consistency:
– Use the same font, colours, and messaging across all marketing channels and promotional materials.
– Choose a venue that reflects your brand’s values and personality.
Brand Voice:
-Maintain a consistent tone and communication style that reflects your event’s personality, values, and objectives.
-Craft a tagline that captures the essence of the event and communicates its value proposition.
Marketing Collateral:
-Develop brochures, posters, flyers, and social media graphics that showcase the event’s brand identity and promote its key features.
Theme Alignment:
-Align the event theme with your brand’s core messaging. Clearly communicate what your brand stands for to attract attendees who resonate with these ideals.
Early Detection of Crisis:
-Vigilantly monitor for potential crises. Detecting issues early allows for a more effective response and minimises damage to your brand.
Crisis Management Plan:
-Prepare a crisis management plan in advance. It provides a roadmap for handling unexpected situations without compromising your brand.
-Be proactive in defining what constitutes a crisis and how to address it.
Remember, a well-executed event that aligns with your brand values not only leaves a lasting impression but also reinforces trust and loyalty among attendees. In times of crisis, swift and strategic actions protect your brand image and build resilience
Congratulations, the event has happened, but post-event analysis plays a pivotal role in shaping successful events and strengthening brand impact. Not only should you be identifying what went well and looking to build on those successes, there should also be a focus on areas that need improvement or even didn’t work entirely.
What to consider post-event
Identifying Successes and Areas for Improvement:
– Post-event analysis provides detailed insights into event performance and attendee engagement.
– By evaluating data such as attendance, session engagement, and feedback surveys, organisers can measure success and pinpoint areas needing improvement.
-Understanding what worked well and what didn’t allows for targeted enhancements in future events.
Tailoring Marketing Efforts:
– Analysing attendee preferences and behaviours helps tailor marketing efforts.
– A consistent brand identity across visuals, messaging, and experiences fosters audience engagement and recognition.
– Attendees are more likely to trust and pay more for events with strong brand identities.
Boosting Return on Investment (ROI):
– Assessing past event success informs strategies for upcoming events.
– Identifying areas for improvement optimises resource allocation and increases ROI2.
– Effective post-event analysis ensures better outcomes and maximises impact.
Building Credibility and Trust:
– A strong brand image enhances credibility. Attendees associate positive experiences with the brand.
– Transparently addressing feedback and making improvements reinforces trust and loyalty4.
– Brands that actively listen and adapt foster lasting relationships.
Post-event analysis is a compass for refining strategies, enhancing attendee experiences, and reinforcing brand commitment. By learning from each event, brands can continuously evolve and thrive
Remember, the key to preserving your brand is to ensure that every component of your event, from preparation to execution, is consistent with your company’s values. This not only eliminates damage but also strengthens your brand by offering a consistent and enjoyable experience for your target audience.