Branding is one of the central themes in marketing. Its relevance is increasing in today’s world. Every year many brands spend an enormous amount of their budget on branding alone. But what exactly is branding? And why it is so crucial for brands? Let us find out.
What is Branding?
Branding means making people aware of a brand. And to tell people that a particular product is manufactured by a brand. But what is a brand? The American Marketing Association says A brand is a name, term, design, symbol. Or any other feature that identifies one seller’s good or service as distinct from other sellers.
And the practice to make your brand stand out from the crowd is what branding is about. Now you must be thinking, why branding is important? Let us look at it.
Importance of Branding
Businesses around the world depend upon branding to grow. Branding has a direct impact on the enterprise. To understand this, let us see how exactly branding affects a business.
- Branding helps in increasing the value of a business
- Branding enables businesses to attract new customers
- Branding makes the employees more confident towards the brand
- Branding creates trust about the brand in the market
- Branding helps the customer to distinguish the different products
These are a few of the advantages of branding. I hope you get the picture.
Events and Branding
Many branding techniques exist. And one of them is promoting the brand in the events. And it is quite common for brands to promote themselves in the events. In fact, it is one of the oldest branding techniques. And there is a name for it also, the event sponsors.
The brands give money to event organisers in exchange for promoting their brand in the event. That is why we see multiple sponsors in the prominent events.
However, things turned when the pandemic struck. And the events got postponed or cancelled. So brands were now had limited options to promote themselves. But the event went through a massive overhaul. And we saw the rise of online events.
Online events and Branding
Online events are also known as digital or virtual events. These events are organised to cater for the needs of the virtual or remote audience. Online event’s origin can be traced back to the 1990s. But it was only last year when online events became popular.
Just like the majority of people, marketers were also not familiar with online events. And many brands also hesitated in promoting their brand in the online event. But when they realised the potential of the online events, they started sponsoring the event.
There are many advantages of online events. And these advantages are not only beneficial for event organisers but also for brands. These are a broader audience, cost-efficient and a global audience, to name a few.
Despite these benefits, many people don’t know how to build trust with branding for online event attendees. And if you are also looking for the answer to this question. Then, don’t worry. We are here to help you.
Building Trust With Branding for Online Event Attendees
1. Decide your priorities
Before you start promoting your brand, you need to understand your brand. It means you should not try to become something that you are not. This might work in the beginning but will hurt your brand image in the long run. So what you should do?
- Identify your goals.
- Settle down on the value of your brand. You need to visualise how your brand can serve the customers.
- Strategise how will your brand create its own identity.
- Inform all the employees about your brand and identity.
Now you can move ahead with the planning part.
2. Planning the event
Now you need to select or organise an event that aligns with the idea of your brand. You are going to project your brand in the event, so you have to be very careful. So you need to have-
- A team focused on creating a smooth experience for the attendees.
- Use appropriate settings to promote your brand.
- Easy access to your event.
- Make sure all your staff is ready for the event. And it should be prepared to act per the image of your brand.
3. Determine your target audience
You need to find the right target audience for your brand. To effectively promote your brand, it is necessary to spread your idea of your brand to the right people. So you need to aim at people who
- Can relate to your brand identity.
- Will benefit from your brand.
- Connect with your brand’s vision.
Those people who satisfy the above-stated criteria are the right people to target. These are those who will most easily understand your brand.
4. Digital and social media marketing
Now it’s time to use digital and social media platforms to promote your brand. Also, you need to inform the people that you are going to be present at the event.
For this, you need to use digital marketing techniques like social media marketing, email marketing and YouTube marketing to promote your brand. But to do this, you need to two things. First, content that reflects your brand’s identity, culture and vision. And an effective strategy to make this content popular on social media.
5. Using the best online event platform
To make your branding effective, you need to use the right platform for your online event. Use the best virtual platform to craft a rich experience for your event attendees. But what is the right platform? The platform that contains all the features needed for your event is the right platform for your event. Apart from this, you need to consider other factors like
- Interface and navigation
- Audience engagement features
- Networking tools
- Security features
- Tech support from the platform provider
The platform that satisfies all these criteria is the right platform for your event.
6. Serving the audience
The best way to grab the attention of the attendees at your event is to by providing them with the best experience. Not by persuading them or forcing yourself on them.
By providing a mesmerising experience to your attendees, you will be able to get a loyal customer base. And you will be able to retain them for a longer period. This will help you in the longer run. So make your attendees comfortable at your event.
These are some impactful ways to build trust in your brand with the help of online event.