How Important is Physical Branding at a Corporate Event?

When you hear the two phrases Corporate Event and Physical Branding, you obviously feel that it’s not an easy task like organizing a birthday party or a bridal shower. It feels very complicated, involving some tough job roles.

As a marketer, event planner or an event coordinator, you will learn that branding is of utmost important to an event. But you might constantly wonder, in this day and age, when there are a plenty of digital branding elements available why should we focus on this?

So, firstly let us find out what physical branding is.

“Physical branding is a method of managing architectural/urban systems which, in its significance, design and purpose, represents individual spatial identities and can affect the competitive identity of the site”

Woah! That’s a lot of words to take in. Let’s break it down. It is simply adding that wow effect to the first impression of your brand as your guests walk in.

Basically, from the furniture, decorations, linen, dress code, colors, print media, registrations, graphics, ticketing, giveaways to intangible gestures like welcome greeting, aroma, audio visuals and lighting is all part and partial of physical branding.

So I think it goes on to conclude that Physical Branding is VERY IMPORTANT to a corporate event.

So going a little further from there, here are a few main things you should consider do to ensure you have the right branding in place.

1) What is your target audience?

It is a vital requirement to identify and analyze who your audience is. Including basic demographics like gender, profession and age, interests, lifestyles etc.

For example, if your target audience is a bunch of young graduates, the physical branding you apply at your event might differ from the branding elements you use if it were senior bank managers.

2) What is the type of event?

Is it a seminar, a training, a conference or a networking gala night? It is a must to understand what type of event you want to host as the branding elements will be completely different in each of these scenarios.

For an instance, branding you use at a Gala Night in a resort is not the same as the branding you use at a seminar for aspiring CEOs hosted at a banquet hall.

3) What is the purpose of the event?

After you’ve identified your target audience and type of event, consider how you want your company to interact with them, what your event represents and how you want it to be viewed. Is your event intended to be informative, entertaining, or technical? The purpose of your event should be a factor in the branding of your event. Consider how this event connects to your organization.

All the above, provides your guests a remarkable experience. In exchange, it leaves a long-lasting impression on your organization giving long term benefits.

So, don’t cut down on that extra lighting, personalized place cards or the bigger screen.

Don’t just have your logo placed everywhere without a purpose or a call to action.

Check out our next article on what you can do to make the most out of physical branding!