Today’s consumers are notoriously fickle, flitting from one brand to another in search of an authentic customer experience with a brand they deem worthy of their trust. But if your events aren’t unmistakably aligned with your brand promise, you’re unwittingly conveying the sentiment that your brand is unpredictable at best, and untrustworthy at worst.

More often than not, the root of a discordant event lies in inferior Event Relationship Management (ERM™) – and this dissonance comes at a cost.

By harnessing the power of ERM™, you can plan, organise and run events that are an unmistakable extension of your brand. And the benefits thereof are manifold:

It’s easier to earn the trust of your guests

As the old adage goes, ‘Trust is earned’, and by ensuring that every single aspect of your event delivers on your brand promise, you’re actively earning and strengthening the trust of your guests. From email invitations with superior UX to a streamlined check-in processes and relevant, engaging speaker line-ups, you’re conveying a sense that your brand is consistent, reliable, and therefore, trustworthy.

You spread the right kind of brand awareness

Spending time and money crafting an ingenious marketing campaign and jaw-dropping creative is only an investment if your guests’ experience is just as impressive. Making use of an ERM platform ensures that the message you’re sending is consistent, professional and on-brand – prior, during and after your event.

You spark a conversation about your brand

Events that are managed via an ERM platform aren’t only perfectly parallel to your brand promise, they’re also an effective way to get people talking about your brand. Whether through an event app that enables guests to partake in discussions with fellow attendees and speakers, or via social media mentions after an out-of-this-world event, a streamlined, perfectly-on-point event experience equates to positive word of mouth (the most powerful marketing method out there).

You can continuously learn more about your guests

One of the biggest benefits of managing an event with ERM software is the fact that you can gather nuggets of invaluable information about your guests. There are numerous ways to do so: customised form fields in your online invitations, in-app surveys, post-event surveys and more.

Your event team can concentrate on the small – but important – details

Thanks to the multi-functionality of ERM software, you no longer have to spend hours combing through guest lists or itineraries. You also don’t have to deal with the nightmare scenario of a laborious and lengthy registration process. By automating these tasks, you and your team are able to dedicate your attention to your guests: from organising an emergency shuttle for guests who’ve missed their lift at the airport, to ensuring that your VIPs have everything they need.

An event consists of multiple layers, each requiring attention – some all at once. ERMsoftware ensures that all your i’s are dotted and t’s are crossed, so you can deliver an event experience that does your brand – and guests – justice.

Learn more about our ERM software, and how it can help you to plan and manage extraordinary events by downloading our brochure below.

event-branding-FOMO Are you able to deliver an event branding experience that leaves non-attendees with feelings of deep regret at having missed out? As a corporate event organiser, you  want to create event experiences that are so sought-after that people will do anything to be on your event’s guest list. This emotional, fear response that often drives people to attend an event (so as not to miss out on something great) has been popularly coined as ‘the fear of missing out’ – or ‘FOMO’. For those in the corporate event industry especially, you’ll want to learn how to inspire some good doses of FOMO into the prospective guests on your guest list.

How to generate FOMO with your event branding and marketing strategies

Your event branding strategy will be an important channel for creating the needed levels of FOMO around your upcoming event. In their blog on ‘How to Build FOMO for Your Events’, the team at Eventbrite provide six tips for generating a FOMO response around your promised event experience. These include: Doing “something cool” (or unusual) to generate interest around your corporate event branding, setting up a socially integrated event page to “showcase the collective excitement…surrounding your event”, using influential word-of-mouth networks to rally event attendance, and creating a teaser campaign to build anticipation for the big occasion.

Event branding tips for creating that buzz around your event

FOMO strategies aside, guests want to feel excited about attending your event for what the experience will offer them on the day. Promise your guests a certain level of exclusivity – through your high-class venue choice, delectable menu selection, or upmarket entertainment options.  Make sure that your event branding includes the promise – and delivery – of value-add. Let your guests know that they will learn or gain something from attending your event. This could be in the form of insights from a well-known guest speaker, or through an experiential element at your event that invites quest’s participation.

Don’t forget the personal touch

A crucial aspect of event branding that elicits a positive emotional response from your guests is personalisation. A personalised touch to every point of contact with your guests will go a long way in making them feel valued and important. This can be done easily by using Event Management Software that allows you to send personalised invitations and SMS reminders. You want your guests to feel that you specifically want them to join your not-to-be-missed event experience.

Find out more about the right way to go about event branding in our Guide to Turning Your Events into Marketing Gold. Download the guide and let your event FOMO strategising begin.

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the-six-qualities-of-effective-event-branding Corporate events are by definition, fiercely competitive. No matter how established your brand is, or how sizeable your budget, you’re competing against numerous other companies who’re all trying to garner the attention and buy-in of a finite amount of guests. Beating the odds relies on an informed, strategic approach; in order to succeed, your corporate event branding needs to be unobtrusive, cohesive and crucially – tailored to your audience.


Anyone can slap their logo onto some banners and table numbers; but not everyone is able to clearly convey the personality and objective of their event in a way that puts their guests’ experience on centre stage. As we wrote in our Guide to Turning your Events into Marketing Gold, event branding that shouts your message from the rooftops – in the hopes that someone will stop to listen, is not only antiquated, but ineffective too. You need to be able to ‘speak’ to your guests in a way that’s that pulls them toward you – instead of merely foisting your brand’s messaging onto your audience, with little regard for whether they actually want to hear it or not.


The entire point of implementing event branding is to fulfil the objective of your event. In order to meet your goal – whether it’s launching a new product or increasing sales – your event branding needs to strategically (and seamlessly) nurture your guests down your specific attendee journey. The ultimate goal of your event branding? To successfully transform your guests into a brand advocates, and hopefully, customers.


Event branding entails all interactions your guests have with your event – from their invitations, to the event itself, to any post-event communication you have with them. All of these touch points have to cohesively combine to form a strong message – from your fonts, to your logo, to your colour scheme, to your tone and voice. All of these elements need to work in synergy in order to denote the bigger event branding picture.


Your guests expect an experience, and your event branding plays a pivotal role in creating one that’s either mediocre or marvellous. Interactive event branding that’s valuable – and importantly – pleasurable leaves a far stronger and longer-lasting experience than branding that’s one-dimensional and positions your guests as spectators. Guests today want to be participants instead of merely a name on a list. Make sure that your event branding includes interactive touch-points that resonate on an emotional level compared to merely an aesthetic one.

Starts a conversation

As we mentioned above, preaching your marketing message to your guests is now an event branding faux-pas. In order to ensure that your event lives on in the minds of your guests long after they’ve left the venue, yours needs to act as a conversation starter. Many events inadvertently position themselves as a one night stand – make sure yours is setting the foundation of a long-lasting, mutually beneficial relationship. A powerful way to do this is by implementing post-event surveys – this enables you to garner all-important feedback, and is also a way to address your guests as valued individuals.


In order to effectively use your event branding as a way to establish a relationship with your guests, you’ll need to know as much as you can about them. Event Management Software not only streamlines the entire event planning process, it also allows you to collect invaluable information about your guests. Event branding that’s built around the demographics of your guests, as well as their event history (previous events attended, personal food, accommodation and travel preferences, etc.) is the only way to ensure that your event truly resonates and results in that all-important ROI.

Learn more about what successful event branding entails in our free eBook, Guide to Turning Your Events into Marketing Gold.

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Our event branding plays a crucial role in the success of your event. After all, if there was no brand, there wouldn’t be an event, which is why every single touch point needs to be aligned with your brand identity as well as the event’s objectives.  The good news is that event branding doesn’t have to take up a large portion of your budget in order to be effective. Here are the five essential touch points you can use to portray the essence of your brand at your next event.

Your invitations

From the time your invitations land in your guests’ inboxes, you’re setting an expectation of the event. This is often the first time a guest has heard of your brand and event, so make sure the impression you give off is a good one. Never skimp on invitations, and always personalise them. Set the tone of your event branding by making sure your invites are aligned with not only your brand, but the rest of your event touch points too.

Social media

Thanks to social media, generating pre-event buzz is easier than ever. One of the most effective and affordable event branding options, taking to Twitter or LinkedIn, gives you access to a whole new audience of potential guests. To make the most out of digital channels, make sure everything your post is in line with the tone and personality of your brand. Social media gaffes spread in an instant, which is why all of your event branding on social media needs to be curated carefully. Plan a social calendar leading up to the event, as well as during and after. This makes it easy to schedule posts, and gives you control over what’s being said when.

Your visual cues

Ever attended an event and been confused about where to do what? Make sure that your event branding on the day is not only indicative of your brand, but clear too. Guests should never be left wondering where they’re sitting, or how to get to the nearest restroom. Remember that event branding doesn’t just involve physical aspects, but the intangible too. If guests feel at ease, they’re much more likely to view your brand in a positive light. On that note, make sure you spell the names of your guests correctly. There’s nothing more cringe-worthy than having to edit a name tag in front of a guest.

Your venue

It should go without saying that the venue you choose should seamlessly align with your brand. Many events are held in soulless conference centres – probably due to the thinking that a bare venue is conducive to event branding. This may be the case, but your guests don’t want to attend an event where a thinly-veiled attempt at making an austere hall is achingly obvious. Create a memorable experience by finding a venue that fits the personality of your brand. We’re by no means suggesting that conference centres don’t have a place, but if you’re holding an intimate EXCO dinner, opt for an intimate venue that is atmospheric, lends itself to mingling and complements your event branding.

Your post-event communication

Nothing screams ‘unprofessional’ quite like sending out a generic thank you mail. All of your communication with guests must be personalised, instantly recognisable, and heartfelt. One of the best ways to solidify your event branding efforts is to send a post-event survey by SMS. By making your attendees feel that their opinion is valuable, you’re well on your way to nurturing a mutually-beneficial relationship. In addition, you’re able to use this feedback for improving future events and marketing strategies. A win-win situation if there ever was one. Event management software allows you to do all of this – and more. Find out about our Guest Concierge Management Software.

Learn more about the best way to go about event branding in our eBook, ‘Guide to Turning your Events into Marketing Gold’. Download your free copy here.

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