Marketing and branding thought leader, Seth Godin, defines a brand as “The set of expectations, memories, stories, and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” Godin’s definition highlights the fact that branding goes well beyond a flashy logo or clever print ad.
A brand is not established merely to look good – while one main job of a brand is to attract, it also serves to create preference. Aswath Damodaran, professor of finance at New York University’s Stern School of Business, says a brand’s value is derived from the extent to which it can sell its goods and services at a premium price. Godin supports this concept, saying, “If the consumer doesn’t pay a premium, make a selection, or spread the word, then no brand value exists for that consumer.”
Events and meetings are always about selling something–an idea, product, or service–so the idea that a strong brand can enable us to charge a premium, influence a selection, or generate “buzz,” are compelling reasons to drive branding goals across the meetings and events organization. In today’s super-competitive world of events, it’s crucial to give your event a leg up by branding it well.
Marketers and organizers alike are turning to event management platforms that have a high degree of customization and flexibility, and a comprehensive set of brandable tools to maintain consistency across every touchpoint of an event. From pre-event communication, to event registration, to the event website, mobile, social, communities… every piece should clearly and easily reflect the brand. This is made possible with the right event management technology platform.
Learn more about branding for events by downloading your copy of The Event Professional’s Guide to Branding.