Ep12. Brand Consistency at Events: Understanding and Activating Your Brand

September 6, 2016 Wendy Gibson

Video Transcript

Jessica Heasley:

Hey there event marketers, Jessica Heasley here, welcome to another episode of EM all access. Where we get you up close and personal with some of the biggest brands, the most interesting events and the most Innovative Marketers. (Music)

Today's episode is sponsored by GES. A global full service provider of live events. And it focusses on understanding your brand and activating it at events. I spoke with GES Executives Wendy Gibson and Valerie Carstens, about brand consistency at events, planning for brain frequency and driving that brand. Let's listen in…

We hear the word brand and branding a lot and it means different things to different people. So what exactly is a brand?

Wendy Gibson:

It’s really what people say about you, when you leave the room. That's, you know, it's much more than a logo or your icon or colors. It's, you know, how they perceive you.

Valerie Carstens:

It's not something you control. It's what your customers think about you.

Jessica Heasley:

Yeah, so talk a little bit more about bridging that gap. Between, what your brand represents or you want it to represent, and that experience at the live event and how you can create that great symbiotic relationship?

What are some keys to effectively branding in a live engagement?

Wendy Gibson:

One of the main things is consistency. To make sure that you're consistent, in the way you deliver your brand. Not only in the look and feel, but in the messaging and that's something that you have got to put it in your planning process. You've got to communicate it. You got to test it. You got to educate. You've got to do all of that. The other thing is frequency. You can't just put your brand out once and think that everybody's got it. You've got to, you got to pound it, and pound it, and pounded it, and communicate it, and drive it. You got to be a driver. you can't be in the backseat. You gotta take control and drive your brand.

Valerie Carstens:

When you have those two; the consistency and the frequency, get to that wow. You know where people think you're everywhere and you're really not. You are just consistent with your messages and your images. But then what really makes it special is being authentic. Creating authentic experiences for your customers to interact with your people and your brand and in a way that's really meaningful to them. And once you get there then and its magic.

Jessica Heasley:

There's a lot going on at events. How can you build a brand, in an event environment, when the participant is really having their own unique experience?

Wendy Gibson:

Yeah, I mean and you want that unique experience and that you want them to come for that unique experience. But you want them to take away that wow factor of your brand. You want them walk away saying, wow, I just experienced something that was awesome and the way you can just let it happen you gotta plan for it and somewhat, you know, control the message and the people and bring it to life, for that person walks away and says well I want to, I want to spend more with that company... I want to be with that company... I want to build relationships with that company... and that's when you know your brandings working.

Valerie Carstens:

There's no better place than face-to-face. To explain your brand, communicate your story and then your customers will get that. When you leave the room and they say what your brand is and it matches up with what your messages do, then you're successful.

Wendy Gibson:

You can do it much more effective in a live event, otherwise you know they're reading your collateral, your marketing material, maybe watching the videos or reading your twitter feed or engaging in social. But when you're one on one and that relationship, that's when you can bring it to a lot.

Jessica Heasley:

How can event marketers make sure that their events are on Brand. I know it's kind of a big question, but it's really easy in that decision making process, with all the tiny decisions that have to get made along the way, how do you make sure at all ends up on brand when you…?

Wendy Gibson:

It’s really the basics that matter, you know it's, you know its brand 101, but you have got to have a solid brand platform that is communicated, people understand it, they've applied it and then you could take it to any live event. If you don't have that brand platform and those communication plans and the attributes and all that, you don't know what you're going to get right.

Valerie Carstens:

And you have to check back to your strategy and your creative brief. Check back to your attributes and check back to your tone of voice. But if you don't have those, you don't know what you're checking back to. So when you're implementing, you just keep going back. Are we communicating the important parts of our brand. Are we communicating the attributes. Are we giving the attendees a chance to experience our brand and our brand attributes and it is the heart of the soul of the brand coming across. But as long as you continue to check back and it can be a simple checklist, are we, you know, do we, state the value proposition clearly, do we incorporate all of our brand attributes and do we consistently design and speak true our brand voice.

Jessica Heasley:

Your brand is less about the logo and the tag line and more about the product or service that it represents. As Wendy said you have to control the message and creating a wow moment requires planning and control.

I’d like to thank Wendy and Valerie, for joining me and you for watching. Learn more about this episode’s sponsor, GES at ges.com. And explore our growing library of EM all access conversations and behind the scenes tours, at eventmarketer.com.

About the Author

Wendy  Gibson

Wendy Gibson is GES' Executive Vice President of Global Marketing. She is an accomplished corporate B2B marketer with a technology background and experience in providing marketing leadership for fast-paced, high-growth companies. Wendy leads GES' global marketing and MarketWorks teams, with a focus on driving leads and sales through enhanced digital enablement.

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