Event Branding Mistakes you Can't Afford to Make

If you know that you are hosting a business event and want to make sure that you get the best result out of it, then planning ahead of time is so important. If you follow this guide, you will find it easier to not only make sure that your event is a success, but also to make sure that you’re not making some of the mistakes that so many other people make.

Inconsistent Branding

One of the biggest mistakes that people make is that they have inconsistent branding across their channels. Logos might be used incorrectly, and you may also find that colours vary as well. Another big mistake is that messaging shifts when people go from one touchpoint to another. It’s so important that you consider things like this, because it will affect the trust that people have in your brand. You may also find that people wonder if they have seen your brand online or if it’s something completely different. If you can consider things like this, then you will find it easier to not only get the result you need but also make sure that you’re not missing out on things that could make a big difference to you down the line.
One way for you to help yourself here would be for you to use brand guides for your visuals and your messaging. You should align your marketing with your on-site graphics as well as your post-event communications as well. Working with a graphic designer is a great way for you to stop this from being the case. You should also use brand guidelines as a way to steer your messaging, as this can help you a lot. If you want to help yourself, then make sure that your branding is consistent across your display equipment as well by approving the brand design prior to it being done. A lot of event display companies will give you the chance to do this, so you can feel confident moving forward.

Focusing on your Audience

Another thing you need to do is focus on your audience. Branding is not only about nailing your visuals at the end of the day; it is experiential. If visitors find it very hard to navigate the event venue or if they don’t feel as though they are able to view any branded touchpoints, then they may feel somewhat disconnected. This matters because a poor attendee experience will undermine how your brand is perceived. Visitors should feel somewhat guided and engaged when they arrive, but if you don’t focus on this, then you will find it hard to get the result you need. If you want to avoid this from happening, then you need to use branded signage as a way to help people wayfind and to also help people with their information points. Think beyond logos here, and also make sure that you add some interactive experiences, as this will help you.

Overcomplicating Things

Some brands try to put too much into their event graphics. If you have a cluttered design, then this will dilute your overall brand message, and it will also end up overwhelming your attendees. If you want to avoid this, then make sure that you keep the design simple and that you also use a lot of negative space as a way to try and create some impact. Choose bold visuals and concise messaging to try to make sure that you are driving home the right details. If you can do this, then you will find it easier to try and get the result you need, which is great.

Digital Integration‍

Many events treat branding as being physical, but this is a big mistake. Without digital integration and without branded hashtags, social engagement, or even live streaming, your brand experience won’t be complete. This matters because if you extend your reach beyond the venue, then this will allow for more ongoing engagement. If you want to fix this, then make sure that you use branded hashtags as a way to encourage your attendees to share things online, and also make sure that you integrate online campaigns so you can follow up on content, which is great to say the least. One-off event branding, at the end of the day,can be expensive and it can also be somewhat wasteful. If everything is designed for single use, then the cost for the environment will increase, and this will affect you more than you think.

Failing to Plan

Another thing you need to do is make sure that you plan everything properly. You need to consider the fact that branding on a one-off basis can be expensive, and the environmental cost is quite great as well. If you can focus on reusability, then this will save money, and it will also help to make things more sustainable. If you can make sure that you consider measures like this, then you will find that it is so much easier for you to not only make sure that you are making sure that your event reach is the best it can be, but to also make sure that you’re not making some of the many mistakes that so many people make.

Small things, like investing in a modular system that can be taken down and put up again, will help you a lot, and it will also help you to work with different events, which is great. Working with suppliers who specialise in longer-term branding solutions is also a good idea, as it will help you to ensure that your brand is not just seen, but also heard, which is crucial to say the least. Avoiding mistakes like this will also help you to ensure that your brand is remembered for all the right reasons, which is exactly what you want when you are trying to not only get your business out there, but to also make sure that it is gaining traction. You may also want to look into digital integration as well, as this is just as important.

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