What are the most common mistakes in corporate event branding and storytelling?

I've seen the havoc inconsistent branding can wreak on corporate events. It's not just about using the same logo or color scheme. Every detail, from the tone of your messaging to the style of your visuals, should tell a cohesive brand story. ?? ?? Pro Tip: Use a centralized brand style guide and check every event material against it. Consistency is key!

Know your audience. Know what matters to that audience, and speak to the value you add to that audience. If you focus on yourself and on your products or services, you are missing the boat. You cannot be relevant, unless you know to whom you hope to be relevant.

One common mistake in corporate event branding and storytelling is losing sight of the audience. Failing to tailor the message to resonate with the target audience can result in a disconnect and diminished impact.

One of the biggest mistakes corp planners forget is studying/understanding their audience. What worked 3-4 years ago isn't where we are today. Helping your customer understand your mission as a "partner in crime" in "their" world w/ "Your" product has been forgotten. WE need to go back to the days of I "Feel" "Felt"& "Found" are crucial in the closing of a sale esp when it comes to ticket sales. If you want those particular people to invest you need to address the needs of the audience 1st. It's not about you making the sale,it's about how are YOU AND THE CUSTOMER going to make this a win-win long term. It's about how the collab is going to make your customer successful which in turn will bring longer relationships & referrals your way.

That its inauthentic. People can tell energetically when something is real, raw, and absolutely true and aligned with whatever you are doing. The moment they DO NOT TRUST you, you've lost them!

Often industry terms, acronyms and naming conventions become so common internally, it’s easy to forget that buyers, prospects, partners and other external stakeholders might get lost in translation. I coach my BD team and marketing content writers to remember that “plain talk” is what translates in storytelling. Version 2.0 of that statement is giving a plain-talk example of a story they can relate to; conjuring up empathy in a storytelling moment empowers the message to live on past the initial visual or verbal cue.

"Less is more" as people often say. Same applies when it comes to events and it's messaging. Attendee's are often flooded with impressions and I think keeping things as simple and clear as possible is the way to go.

I think something hard for brands to do is to offer the context around something like a corporate event. In general, brands have a hard time with this. Often, and speaking from personal experience, this is a place where having a good advocate can come into play. It's far easier for an actual person to tell the story AROUND the event (or whatever it is) - to go through how it came to be, why, etc. - than it is for a brand per se.

In some instances you find every component tells a different story, from the graphic, to the wording, to the theme, to the messaging. There should be consistency across the board in all elements to ensure there is clarity.

It's like trying to follow a story without a plot. I've seen events lose their impact because the messaging is muddled. Think of it as a cautionary tale from Uber's early branding mishap - unclear communication left their story lost in translation. So, when crafting your event narrative, ensure clarity. Make your brand story a beacon that attendees can easily follow and remember.

Standing out is more crucial than ever. Your event should not just be another entry in your audience's calendar. Bring uniqueness to the forefront – whether it's through innovative design, unique content, or immersive experiences. ?? Pro Tip: Identify and highlight what makes your brand unique in every aspect of the event.

By far, the biggest mistake (And the biggest opportunity) is neglecting to tell the story of the people behind the brand. This can be the biggest differentantiation factor from other brands and competitors. Storytelling + People is a powerful connector to an audience. The brands audience are also 'People', and will relate and remember another persons story, more that corporate facts.

Lack of differentiation is a critical mistake! Take a cue from how Apple events stand out - they're unique, memorable, and unmistakably Apple. So, when planning your corporate event, carve out your distinct identity. Be bold, be different - it's what makes your brand story unforgettable amidst the noise.

There are plenty of brands and events that follow a formula and end up feeling just like what's been done before. It may make sense to be on trend, but lack of differentiation will not help your offering be memorable. These days more than ever, it's crucial to be authentic and stand out amongst the crowd. Genuine messaging helps people relate, and they'll be more compelled to interact with your brand, share and remember your event.

Navigating Change: Adapting Your Event Branding for Lasting Impact I have found that in the fast-paced world of event planning, staying relevant to your audience is key. Regularly assess their preferences, embrace trends, and leverage technology for engagement. Consistency in branding is vital, as is personalizing communication to different segments. Use data and feedback to inform decisions, and keep your audience informed. In the art of event branding, adaptability ensures a memorable and lasting impact.

Engagement is the currency of the digital era. An event without interactive elements is a missed opportunity. Incorporate ways to involve your audience actively – be it through technology, collaborative activities, or thought-provoking content. ?? Pro Tip: Use interactive tools like live polls or Q&A sessions to boost engagement.

The best engagement I've found is when the story has priority. This needs to have integrity. This is the catch, the emotive component that people connect to. Then the brand supports and supplements the story to turn initial engagement into interaction with the brand.

Failing to tailor the messaging to the specific interests, needs, and demographics of the target audience can result in a lack of engagement also known as Mismatched Messaging. Best practices moving forwards are the adaptation of AI based tools that can tailor for any use-case

Indeed. And also ask possible speakers to prepare their "show" in a more interactive way, to keep the audience engaged, and to try to see how the audience behaves, and adapt to that.

Engagement is key, otherwise many will default to their phones and get lost in the scrolling. Human interaction should be prioritized to foster real connections.

Post-event engagement is as crucial as the event itself. It's an opportunity to cement your relationship with the attendees. Don't let this chance slip away. Follow up with valuable content and invitations to future events. ?? ?? Pro Tip: Develop a post-event engagement plan that continues the conversation.

Event follow up is the primary way to monetize the money and time put into the event itself. Enrolling someone in a workflow isn’t going to yield the same trust, recognition and brand awareness that a personalized impression will leave. Continuity is crucial here…if someone meets me at a conference, they will remember me when I reach out, but if I have another group or person do the follow-ups, the memorability from my live meeting/meetup is lost. Capturing value from an event is typically done within the first 30 days post event…after that? It’s as good as cold and starting over. You can also probably assume they’ve spoken to competitors along the way if they had been open to engaging with you.

Without follow-up's most of the event's momentum and opportunities often and quickly dissolve. There is a time after an event in which it is much more likely for a partners and customers to join follow-up conversations. Also don't forget to track those actions under the event's compain to calculate the ROI for an event.

Limited Follow-Up: Neglecting to follow up with attendees post-event, whether through surveys, thank-you emails, or ongoing engagement strategies, can weaken the long-term impact. Failure to Extend the Story: Not continuing the event's narrative in post-event communications and content can cause the experience to be quickly forgotten.

Too many speakers on stage and too long of an event. Attention spans are shortening and leaving the audience wanting more will increase return engagement.

Here is something to consider, are you targeting the right audience with your event/storytelling?. I worked on an event in my early years that had fundraising campaigns attached to it. Unfortunately, the fundraising appeal went out to every person within a 40 mile radius with no consideration for learned lessons in doing that a previous time. That mentioned, the amount of, “I have told you 100 times stop mailing me” letters we got back were unmatched. WRONG AUDIENCE, WRONG MESSAGE. Like I say every time, “respect the data” when planning events. It will save you time on your next project and it will help you tell your story to right group.

The most common error I've observed is brands targeting the wrong audience. Take RedBull, for instance, sponsoring Reggae on the River. While the allure of a fledgling energy drink funding a renowned festival may seem enticing, it resulted in a cultural mismatch. Authentic Jamaican reggae and its followers, staunchly anti-corporate and eco-conscious, clashed with RedBull's image. The sponsorship backfired, branding the festival as a sellout and costing years of audience trust. The lesson is clear: event sponsors must align with their audience to avoid alienating and losing precious brand equity.

As technology experts, I believe it's crucial to recognize that for an event to be truly impactful, its effectiveness in branding and storytelling must consistently integrate the organization, execution, and follow-up as a unified entity with clearly defined goals for everyone involved. Within this process, technology, event organizers, staff, and attendees should function as a collaborative unit rather than separate silos. The primary objective is to simplify what might seem complex, turning what appears as a substantial challenge into a seamless, cohesive experience.