In the corporate world events are an excellent vehicle to do business. Among a large number of benefits, they offer the opportunity to do networking, promote a product or service, carry out launch campaigns, promote a brand, capture leads or prospects and carry out online and offline advertising.
 
When we have to organise an event, we often pay special attention to the logistics of the event since we think that if this aspect has gone smoothly, we will have success assured. However, what we must clarify is that this is only part of the process, if we want the event to succeed, we must take into account many other factors.
 
The first thing we have to do is to be clear about the concept of the event and design the content based on branding, always keeping in mind that once this is defined, logistics will be the other fundamental part to obtain the results expected by the brand.
 
Let’s see the contrast between these two approaches to understand the difference of the two perspectives:
 
Logistics focus on:

• The place

• Food and drinks (catering)

• The decoration

• Guest List

• Invitations

• The press and media

• The master of ceremonies

• Budget

• Schedule

• Promotion

• Photographer

• Among others

 
Branding focuses on:

• What do we want to achieve with this event?

• What is the message we want to convey?

• How do we want our guests to feel when they arrive at the event?

• How do we reflect our vision, mission and values in the activity?

• According to our corporate culture, what should be the clothing and type of music of the event?

• With what influencers will we associate our brand?

• According to our target audience, who should the guests be?

• How do we want the attendees to remember the event?

• What attributes of the brand will we highlight with this activity?

• How will we include the brand’s message in the event?

• What emotions do we seek to evoke in the guests?

 
They are two different points of view but they must work together to obtain uniformity in the results.
 
Branding focuses on being and organisation on doing
Your brand is your promise to the client. It tells you what you can expect from your product or service and sets you apart from your competitors. Your brand is derived from who you are, who you want to be and how people perceive you. The brand strategy refers to” how, what, where, when and to whom you want to communicate your messages. Where you place your advertising is part of your brand strategy as well, as well as your distribution channels.
 
This exemplifies that the logistics or organisation of the event must derive from the branding and not treat it as an independent action.
 
Coordinating an event based on a brand strategy will ensure you stand out from the competition and become a reference, instead of an echo among the large number of events in your industry. It is vital that the head of marketing and / or communication of the company directly supervises the work of the person in charge of organising the event to protect the brand and make sure that the identity of the same is impregnated in the activity.
 
When your customers experience your product or service, what emotions does that encounter evoke?
 
If your brand was a person, how would you describe his personality?
Personality: it is described as “the way the brand speaks, behaves, thinks, acts and reacts. It is the personification of the brand: the application of human characteristics to a company. For example: Apple is jovial and modern. What personality do you want to present when people experiment with your brand? Cheerful and fun? Do you have your feet on the ground? Are you serious and focused on business?
 
Tone: it refers to speaking to your audience in a consistent and considered way in all your external communications. It is not only what you say, but how you say it. It helps expressing personality differentiates you from other companies and helps turn your business into a brand.
 
The idea is to take into account these principles of branding and apply them for your event.
 
Putting the theory to practise
Name the event: You need to create a name for your event that is memorable and that conveys the idea of it.
Create a slogan: Slogans are a key part of the brand’s verbal identity and in most cases, it is what the users themselves will remember from the brand. You will want to create a striking expression of your idea that is recorded in the mind of your audience and that connects emotionally with them. An advice? Short slogans are the best. Try to convey the ideas that differentiate your event from the rest in it.
 
Design a logo for the event: A logo may seem simple but it is a big factor in the impact that the brand will cause.
 
Create a distinctive element for your event: You must achieve a characteristic element for your event from which people speak and become a symbol of the activity.
Think in terms that interact with the audience: In the branding model, marketing professionals think about attracting their target audience. They think first about what impression they want to achieve in the audience and how they want them to react; they are also the ones who create the brand’s own message based on the comments and suggestions of its target audience. The technique of becoming the audience will help you determine how to plan your event.
 
Create a sense of exclusivity: The most successful meetings and events are those that are not only the most commented, but those for which people compete to attend. You must create the impression that your event is a “must attend” but not everyone can attend.
 
By keeping this recommendations in mind and using our POYO promotion plans to list your event along with the effort of your branding and logistics areas your success is certainly assured.