Five ways to inject your company brand into an event

Whatever the primary purpose of your corporate event, there is inevitably an important element of raising brand awareness. And it’s not just for the realms of products launches and sales conferences. Even internal events for staff reward or recognition can act as a platform to build brand advocates. So why to so many event planners put little thought into how the brand story is told by the event?

There are so many opportunities to go beyond the obvious logos emblazoned on every surface. Subtle. Unique. Imaginative. Showcase your company values and identity and deliver your corporate branding goals with these ideas from events guru LIZ TAYLOR , CEO at leading event planners, the Taylor Lynn Corporation.

Begin with the story.

It has always been my philosophy to communicate what a brand stands for, not just what it looks like. Just putting the logo on a mug or an event stand shows little regard for unique history of a company. We always start any event with a discovery session. We delve deep into all aspects of the event and the company behind it. We include in-depth research into the values and direction of the business. And it’s always here that inspiration takes shape. One example. During our research for an event to celebrate the anniversary of a well-known jewellery brand we discovered that it began with the owners selling jewellery out of suitcases. We served cocktails from vintage suitcases to reflect this unique origin.

Define what it stands for.

What are the unique things that make your company stand apart? How do you describe your brand? If a client doesn’t have a list of words to define their brand, we help them to create one during the discovery session. This always helps us to theme the event. For example, if a client has a futuristic brand that depends on the latest technology, we will reflect this with our event styling using lots of Perspex and futuristic lighting effects. If they started on a small street in London, we might recreate the original vintage shop front or cobbled streets. Perhaps your brand is renowned for its sustainable ethos so choosing the right venue and approaching every element with the environment in mind is paramount.

Start as you mean to go on.

The invitation is a crucial part of telling a brand story at an event. It sets the scene and provides an opportunity to showcase what makes your event so special. Yet so often event planners forget to use their brand and brand story from the very outset. The styling and colouring should be on point on the invitations. And don’t forget it doesn’t have to be a traditional paper invitation. Why not send out gifts that reflect your brand and make your guests feel special from the outset. An iced cookie with the details of the event, a small gift that reflects your brand and the purpose of the event. If it’s a staff event, have your entertainment visit the offices and perform a one-off song, live and impromptu, while the invitations are handed out with canapes and champagne.

Incorporate brand colours.

It’s likely that your brand guidelines will have a suite of colours that can be used in various combinations. Bring these into the event in unusual ways. Have coloured cocktails to tie in with the theme. Use colour in the food – an array of cakes and sweet treats in inviting brand colourways. Use vibrant uplighters to illuminate your space in the matched pantone references. Bring brand colours into floral design or table décor or zone different areas using a selection of the colours.

Bring in personal touches.

Creating a corporate event isn’t about sticking your logo on a cup or pen. Think of more imaginative and personalised take homes for your guests that help to tell the story. For table numbers and place markers we’ve used branded hairbrushes (for a hairdressing brand), hip flasks, lipstick and mirrors, champagne bottles, shoes, umbrellas, parasols, sunscreen, cakes and sweet treats, sweetie bags and many, many more items. Unusual and useful. And even better if the branded item continues the story. ?

For one house building giant we incorporated a construction vibe by asking the serving team to wear high-vis and hard hats. A simple bit of fun that screamed about their brand. And a moment no guest has forgotten.

In summary, the more bold, creative, and unusual ways you can think of to highlight your brand values, logo, and colours, the more memorable your event is likely to be. Why print your logo on an event stand when you can project it onto the side of the building, or onto the skyline with lasers. The sky is the limit. Remember that brand is not just about your logo. It’s the entire back story. Everything that has gone before to create the company that exists today. Use what makes your brand unique to make your event exceptional.

Liz Taylor is founder and CEO of corporate and private event planners, the Taylor Lynn Corporation, and has been at the forefront of the UK event scene for over thirty years. She is also MD at Liz Taylor Consultancy (https://www.liz-taylor-consulting.co.uk/), her own luxury hospitality consultancy helping aspiring brands to break into the luxury market.??

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