Re-Igniting Your Event's Brand  What is a brand?  What’s not a brand?  What does a branded event mean?  Why brand an event?  How do you brand an event?

A Brand Is… A person’s gut feeling about a product, service, or company A brand is not what you say it is. A brand is what they say it is.

Why is Branding Important People are exposed to 4,000 messages each day. People need to be exposed to a marketing message 8 – 10 times before they remember it.

Why is Branding Important? People make choices based on emotions. Brands appeal to emotions by creating trust. A brand strengthens the impact of all messages. A brand paves the way for new customers. A brand serves as a litmus test for all decisions.

What is a Branded Event A branded event: Differentiates Collaborates Innovates Validates Cultivates

Why Brand an Event? 1.Build value 2.Support the vision and mission of the organizer 3.Help achieve business goals 4.Increase attendance, exhibit sales and sponsorships 5.Cultivate relationships

How to Brand an Event? Does your event support your association’s mission and vision? Does your team have a clear understanding of the event’s goals and objectives? Is the event communicated consistently by all those associated with it?

How to Brand an Event Does the event have a life of its own? Is the event growing and evolving? Could participants succinctly describe the event, and would the description be fairly consistent?

How to Brand an Event Research Positioning Strategy Production Evaluation Evolution

Brand Vehicles Primary brand communicators Name Position Promise Personality Tone Story

Brand Vehicles Secondary brand communicators Logos Brochures Newsletters Website Advertisements Packaging Direct mail Presentations Events Public relations

Brand Elements & Vehicles Distinctive Relevant Memorable Extendable Deep

Branding Success The brand promise is more important than the elements and vehicles. The brand aligns with business strategy. Message is consistent and communicated often. Employees and customers support the brand. The brand is continually reviewed and updated.