Re-Igniting Your Event's Brand What is a brand? Whats not a
brand? What does a branded event mean? Why brand an event? How do
you brand an event?
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A Brand Is A persons 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.
Slide 3
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.
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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.
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What is a Branded Event A branded event: Differentiates
Collaborates Innovates Validates Cultivates
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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
Slide 7
How to Brand an Event? Does your event support your
associations mission and vision? Does your team have a clear
understanding of the events goals and objectives? Is the event
communicated consistently by all those associated with it?
Slide 8
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?
Slide 9
How to Brand an Event Research Positioning Strategy Production
Evaluation Evolution
Slide 10
Brand Vehicles Primary brand communicators Name Position
Promise Personality Tone Story
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Brand Vehicles Secondary brand communicators Logos Brochures
Newsletters Website Advertisements Packaging Direct mail
Presentations Events Public relations
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Brand Elements & Vehicles Distinctive Relevant Memorable
Extendable Deep
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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.