How can you build a strong brand identity for event sponsors and partners?

1 Define your brand identity

Before you approach potential sponsors and partners, you need to have a clear idea of what your brand identity is and what you want to communicate to your audience. Your brand identity is the sum of your values, vision, mission, personality, voice, tone, style, and visuals. It's what makes your event unique and recognizable, and what sets you apart from your competitors. To define your brand identity, you can use tools like a brand audit, a brand positioning statement, a brand archetype, and a brand style guide.

2 Identify your ideal sponsors and partners

Once you have your brand identity defined, you can start looking for sponsors and partners that share your vision, values, and goals. You don't want to partner with anyone who offers you money or resources, but with those who can enhance your event and add value to your attendees. To identify your ideal sponsors and partners, you can use criteria such as their industry, audience, reputation, products, services, social impact, and previous collaborations. You can also research their brand identity and see how it aligns with yours.

3 Create a sponsorship and partnership proposal

After you have a list of potential sponsors and partners, you need to create a compelling proposal that showcases your brand identity and how it can benefit them. Your proposal should include information such as your event overview, objectives, target audience, format, agenda, speakers, budget, marketing plan, and expected outcomes. You should also highlight the benefits and opportunities that your sponsors and partners will receive, such as exposure, recognition, leads, feedback, networking, and social responsibility. You should tailor your proposal to each sponsor and partner, and use your brand identity to make it stand out.

4 Deliver on your promises

When you secure a sponsor or partner for your event, you need to deliver on your promises and exceed their expectations. You want to build a long-term relationship with them and ensure their satisfaction and loyalty. To deliver on your promises, you need to communicate clearly and frequently with your sponsors and partners, and keep them updated on your event progress and results. You should also provide them with the resources and support they need to make the most of their sponsorship or partnership, such as logos, banners, brochures, social media posts, and testimonials.

5 Showcase your sponsors and partners

One of the best ways to build a strong brand identity for your sponsors and partners is to showcase them before, during, and after your event. You want to make them feel appreciated and valued, and to create a positive association between their brand and yours. To showcase your sponsors and partners, you can use various channels and methods, such as website, email, social media, blog, podcast, video, press release, newsletter, and thank-you note. You should also encourage your attendees, speakers, and staff to interact with your sponsors and partners, and to give them feedback and referrals.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?