The rise of virtual events has shifted the trajectory of digital marketing in multiple ways, making virtual event branding a crucial part of your day-to-day business initiatives. With consumers spending more time online than ever, effectively engaging your target audience requires a solid virtual event marketing strategy.
However, event organizers now face new challenges, mainly when it comes to virtual event branding.
In a virtual environment where interpersonal relationships may seem distant, a strong brand presence is essential to draw in and hold the attention of participants.
We’ll be discussing some key tactics and best practices for successful virtual event branding in this blog.
What is Virtual Event Branding?
Virtual event branding involves creating a cohesive visual and experiential identity for an online event. This includes designing digital assets like logos, backgrounds, and promotional materials that align with the brand and the event’s theme and goals. Effective branding ensures a professional and memorable virtual event experience.
It involves:
- Developing a unique visual identity (logo, color scheme, typography)
- Creating consistent digital assets (website, social media graphics, virtual backgrounds)
- Crafting a compelling event narrative or theme
- Designing an engaging user experience for attendees
The goal is to make the virtual event create a sense of unity despite the lack of physical presence. Branded events help build credibility, attract relevant participants and leave a lasting impression on attendees.
Mastering Virtual Event Branding: Strategies for Success in the Digital Age
Let’s explore the intricacies of virtual event branding, breaking down the process into three crucial phases: pre-event, during-event, and post-event strategies.
We’ll also examine real-world case studies to illustrate successful implementations of these techniques.
1. Pre-Event Branding Strategies
A virtual event’s pre-event branding activities are its building blocks. This stage creates excitement among prospective attendees and establishes the tone for your event.
Here are key strategies to implement:
a) Develop a Unique Visual Identity
Making your virtual event stand out in a congested digital market requires developing a unique visual identity. The following should be included in establishing this identity:
- Logo: Make a distinctive logo that embodies the spirit of your occasion. Make sure it is adaptable, so it can be leveraged across multiple digital platforms.
- Scheme of Colors: Select a unified color scheme that appeals to your target audience and suits the concept of your event.
- Typography: Choose typefaces that are simple to read on any device or screen.
b) Craft a Compelling Event Narrative
Your event should tell a story. Develop a straightforward narrative that explains the following:
- The purpose of your event
- What attendees can expect to gain
- How it differs from other virtual events in your industry
This narrative should be consistently communicated across all pre-event marketing materials.
c) Design a User-Friendly Event Website
Your event website is often the first point of contact for potential attendees. Ensure that it is:
- Visually aligned with your brand identity
- Easy to navigate
- Responsive across different devices
- Packed with essential information (agenda, speakers, registration process)
d) Leverage Social Media
Create a buzz around your event using social media:
- Design branded, shareable graphics featuring event details and key speakers
- Use a unique, memorable hashtag for your event
- Encourage speakers and partners to promote the event on their channels
- Consider running targeted ads to reach a wider audience
e) Personalize Your Email Marketing
Email remains a powerful tool for event promotion. Craft personalized email campaigns that:
- Highlight the value proposition of your event
- Showcase key speakers or sessions
- Offer early bird discounts or exclusive content to drive registrations
f) Create Branded Virtual Backgrounds
Design custom virtual backgrounds for video conferencing platforms that attendees can use during the event. This will enhance your brand recognition and visibility, creating a sense of unity among participants.
g) Develop a Virtual Press Kit
Prepare a comprehensive press kit for media partners and influencers. Make sure to include:
- Event logo and brand guidelines
- Press releases
- Speaker bios and headshots
- Event Schedule
- Social media assets
2. Virtual Event Branding Techniques – During the Live Event
It’s critical to keep a strong brand presence throughout your virtual event, once it kickstarts.
Here are strategies to implement during the event:
a) Branded Virtual Environment
If you’re using a specialized virtual event platform, customize the environment to align with your brand:
- Incorporate logos, virtual backdrops, banners, and videos
- Tailor event landing pages themes, color schemes, etc. as required
- Design virtual booths or expo halls that reflect your brand aesthetic
- Create branded wayfinding elements to help attendees navigate the virtual space
b) Consistent Presentation Slides
Ensure all presenters use slide templates that incorporate your event branding. This creates a cohesive look across different sessions and reinforces your brand identity.
c) Interactive Branded Elements
Incorporate your brand into interactive elements such as:
- Polls and surveys
- Q&A sessions
- Virtual photo booths
- Gamification features
d) Virtual Swag Bags
Create digital goodie bags filled with branded items such as:
- Downloadable resources (e-books, whitepapers)
- Digital gift cards
- Exclusive discount codes
- Virtual backgrounds or wallpapers
e) Branded Networking Spaces
If your event includes networking opportunities, ensure these spaces are also branded. Incorporating branding elements into networking spaces empowers you, as an event organizer, to enhance the overall attendee experience. This could include:
- Themed chat rooms
- Branded virtual coffee break areas
- Customized avatars for attendees
f) Live Social Media Integration
Feature posts that use your event hashtag in real-time social media streams that are integrated into your event platform. This will boost social media engagement from guests and increase the visibility of your brand and your event.
3. Post-Event Branding Strategies
Your virtual event’s conclusion does not signify the conclusion of your event’s branding initiatives. Post-event tactics help reinforce your event’s impact and create the conditions for its continued success.
a) Prompt Follow-Up Communications
Send branded follow-up emails to attendees within 24-48 hours of the event’s conclusion. Include:
- A customized and branded ‘thank you’ message
- Key takeaways from the event
- Links to session recordings or resources
- A survey to gather feedback
b) Create and Share Highlight Reels
Produce short, engaging video highlights of the event. These can be shared on social media channels, your website, and in email communications to:
- Remind attendees of the value they received
- Showcase the event to those who couldn’t attend the live event
- Generate interest in future events
c) Develop a Post-event Content Strategy
Repurpose event content into various formats:
- Blog posts summarizing key sessions
- Infographics visualizing important data or insights
- Podcast episodes featuring speaker interviews
- E-books compiling event learnings
Ensure all of these materials maintain your event’s branding for consistency.
d) Maintain Social Media Engagement
Keep the conversation going on social media:
- Continue using your event hashtag
- Share quotes, photos, and videos from the event
- Encourage attendees to share their content and experiences
e) Create a Community
Consider launching a branded online community where attendees can:
- Continue discussions started during the event
- Network with fellow participants
- Access exclusive content
This can help maintain engagement and build anticipation for future events.
f) Update Your Event Website
Transform your event website into a resource hub:
- Add session recordings and presentations
- Include a photo gallery
- Showcase attendee testimonials
- Provide information about upcoming events
g) Conduct a Comprehensive Post-Event Analysis
Analyze data from your event to inform future branding strategies:
- Attendee engagement metrics
- Session popularity
- Feedback survey results
- Social media sentiment analysis
Use these insights to refine your branding approach for future events.
4. Case Studies and Examples
To illustrate the effectiveness of these strategies, let’s examine two successful virtual corporate events and their branding approaches:
Case Study 1: Adobe Summit 2020
Adobe used its strong brand identification to provide a unified online experience when the pandemic forced them to move their annual summit to a virtual format.
Pre-Event Branding
- Developed a dedicated event website with a sleek, on-brand design
- Created a compelling narrative around “digital experience” to align with their product offerings
- Utilized their existing social media following to generate buzz
During-Event Branding
- Maintained a consistent visual style across all presentations
- Incorporated interactive elements like live chats and Q&A sessions
- Offered virtual “hands-on” labs to showcase their products
Post-Event Branding
- Quickly made session recordings available on their website
- Created a series of blog posts summarizing key takeaways
- Developed case studies featuring customer stories shared during the event
Results: Over 450,000 people attended Adobe Summit 2020 virtually, considerably more than their usual in-person gathering. Adobe’s standing as a pioneer in digital experiences was partly preserved by the experience’s unwavering branding. (Source)
Case Study 2: Salesforce Dreamforce To You 2020
Salesforce’s annual Dreamforce conference is known for its immersive experience. For their 2020 virtual edition, they focused on translating these elements into the digital realm.
Pre-Event Branding
- Launched a multi-channel marketing campaign emphasizing the unique aspects of the virtual experience
- Created a series of teaser videos featuring celebrity speakers
- Developed a mobile app to complement the main event platform
On-Event Branding
- Designed a custom virtual environment that mimicked the layout of their usual in-person event
- They incorporated their mascot, Astro, throughout the virtual space
- Offered AI-powered networking recommendations to attendees
Post-Event Branding
- Launched a “Dreamforce To You” content hub with on-demand sessions
- Created industry-specific follow-up campaigns
- Developed a series of virtual “roadshow” events to maintain momentum
Results: Dreamforce To You 2020 reached over 140 million viewers worldwide. Their powerful branding efforts helped maintain the event’s reputation for innovation and thought leadership despite the shift to a virtual format. (Source)
Conclusion
One of the most effective ways to reach your target market and produce quality leads is through virtual live event marketing. You can develop a successful event branding strategy that boosts sales and expands your brand by using these techniques. These pointers can help you stand out in a competitive digital marketplace and achieve marketing success, whether you’re organizing an on-demand, live streamed, or webinar event.
There’s more to successful virtual event branding than just color schemes and logos. It involves putting together a seamless, interesting experience that appeals to your audience and embodies the brand identity of your company.
Through the application of the tactics described in this guide and the takeaways you gather from the two case studies, you can transform your virtual events from mere online get-togethers into potent opportunities for brand development and revenue generation.
FAQ
Virtual event branding is the creation of a consistent visual and thematic identity for an online event, through the use of logos, colors, and messaging. It’s important because it sets your event apart, increases brand awareness, and improves attendance involvement by reiterating the brand and core values of your company.
The branding of virtual events moves from tangible components like venue décor to digital assets like interactive features, multimedia material, and website design. It focuses on developing a smooth online experience that engages users across digital platforms and is consistent with the mission of your company.
A strong event concept, captivating multimedia content, a consistent application of brand aspects throughout all event materials, and flawless branding integration across digital platforms are essential features. These components guarantee that guests will have a seamless and memorable experience.
Use research and surveys to learn about the preferences of the attendees so you can adjust your branding strategy and make an impact. To improve your strategy, use personalized content, keep the messaging and graphics consistent, and track attendee engagement constantly.
Steer clear of inconsistent branding across digital platforms, overly intricate designs that overwhelm users, and failing to update online platforms to accurately represent your brand. Analyze the results of your branding initiatives to raise attendance and enhance the success of the event as a whole.
