Join our weekly CMO Diaries chats here!
REGISTER NOW

Event Branding: The Complete Guide for Perfecting the Look and Feel of Your Next Virtual B2B Event (+ Free Checklist)

November 22, 2021

Great branding has always been integral to marketing—but with thousands more events going virtual post-2020, getting it right is more important than ever. 

To cut through the noise and avoid Zoom-fatigue, you need to inspire, compel and start thinking of your event as an extension of your brand

Here’s why event branding right should be at the top of your marketing agenda: 

In other words, virtual event branding has BIG business impact.

It’s not easy—but with the right tools and this unmissable guide in your arsenal, it can be done.

Ready to bring your virtual event branding to life? Let’s do this.

Here’s what we’ll cover

  • How important is branding your event? 
  • Get started with virtual event branding in the new normal
  • How to perfect the look and feel of your next virtual B2B event
  • Event branding: A word from the experts
  • Get down to business with your event branding checklist

How important is branding your event? 

Imagine inviting your high-quality leads to an empty house to sell them your product—they wouldn’t understand why they were there, and they’d be pretty unlikely to get on board. 👎🏽

Now imagine filling that house with everything your business has to offer—on-topic speakers, branded merch, spaces to have fun and connect with your business reps— suddenly it all makes sense. 👍🏽

That’s the difference between crappy event branding and showcasing your business in the way it truly deserves to be seen

Branding is the why behind your event marketing decisions, it’s how you give meaning to your event and tell your brand’s story. 

Here’s what powerful event branding can achieve:

  • Build trust and recognition
  • Generate quality leads (and accelerate existing leads through your pipeline)
  • Boost business value
  • Strengthen company culture

Get started with virtual event branding in the new normal

With virtual event numbers rising by a staggering 1,000% since the pandemic, event marketers are responding with sparkly new branding tactics. 

From sending swag via snail mail, to building killer landing pages, there are a ton of innovative event branding ideas to draw your dream crowd. 

But before we go down that rabbit hole, let’s take a look at the two most powerful virtual event branding elements you can’t live without: 

An unforgettable attendee experience

These days, people are spending a lot of extra work-time on their laptops. 

Although this extra screen time is great news for Zoom investors, for the event marketing world, grabbing the attention of overloaded audiences is harder than ever. 

But don’t worry. There is a way to attract all the right people to your next virtual event, and it’s simpler than you might think: 

You need to provide the best attendee experience possible

Here are some of the features you need in order to rise above the noise in the virtual event marketing world: 

  • Diverse programming and engagement options
  • A customizable main stage
  • Breakout rooms for one-on-ones
  • Roundtable rooms
  • Customizable access permissions (so you can make sure attendees are right where they need to be)
  • Resource centers with all your downloadables
  • Advanced chat permissions
  • Options for attendees to virtually ‘jump’ on stage and ask video questions



Effortless event customization

Event branding is supposed to make your event feel like your event from beginning to end. Your attendees should walk away feeling like they’ve just hung out with their favorite friend—and that means being honest, open and unashamedly you. 

But promoting your brand in an authentic way takes focus and effort, which is why choosing a virtual event platform with full customization options is a clear no-brainer.

Here are a few of the special touches to look for in a virtual event platform in order to make your event stands out from the crowd: 

  • Personalized landing page and registration
  • Automatic branded follow-up emails
  • Full customization throughout each session
  • Flexible programming options

Now that you know what you need for a super solid event brand foundation, it’s time to find out how to take your virtual event branding to the next level.

How to perfect the look and feel of your next virtual B2B event

First, nail the planning

Every event marketing pro knows that when it comes to virtual events, the planning is as important as the product. 

From setting your goals to building your toolkit, every choice you make now has a direct impact on The Big Day. 

Here’s everything you need to make sure you check all the right event planning boxes from day one:

  • Define your purpose: Before you do anything else, you need to be clear on your marketing and sales goals for the event. Is your ultimate purpose to gather quality leads? Spread brand awareness? Engage attendees?
  • Get your values straight: These days, consumers care about brand values. That’s why getting your values clear is so important. They should reflect your business values and could include sustainability, equality, charity, and more!
  • Set your goals: Write a list of KPIs that will help you measure your event success further down the line. Think: Number of attendees, percentage of MQLs to SQLs, number of closed-won opps, etc.
  • Know your audience: Work with sales to pinpoint exactly who should be at your event. Discuss the best way to reach out to prospects after the event and share your ideas for how your virtual event can speak directly to high-priority accounts. 
  • Research other branded events: What type of virtual events are already out there? What are your competitors doing? What branding strategies stand out? What is and isn’t working for your competitors?
  • Pick a theme: Look at your overall business aims + your event goals/purpose. What theme could help hit every bird with one stone? Think about your brand persona, tone of voice and the image you’re trying to build.
  • Know your virtual event budget: Get your numbers down as early as possible. Virtual event and in-person event budgets should look very different. For example, with virtual events you’ll spend more on tech and less on venues/travel/decor/etc. 
  • Connect with potential sponsors: If you’re hosting a sponsored event, you’ve probably got a whole list of potential sponsors on your books—but it’s important to connect with ones that make sense for your event. Do they “get” what you’re about? How can you utilize their business and audience for greater success?
  • Get visual with your event branding design: A memorable logo, video content, speaker stages and engagement tools all take center stage in a virtual event. Each element needs to elevate your brand and reinforce your messaging. 💪🏽
  • Plan your content: Choose speakers who directly connect with your messaging, and work with them to make sure they’re on-brand throughout. The length, content and engagement options for each session are crucial to reflecting your brand. 
  • Choose a customizable virtual event tool: Your virtual event deserves an awesome platform. Choose an event management tool that offers full flexibility and customization options so that your event stays… well, yours.  

 

Then, nail the marketing

Once you’ve got your plans down and you know where you’re headed, it’s time to shout about your virtual event. 📣

From creating a bold landing page to sending on-brand swag, this part of the journey is all about enticing your perfect audience with clear-cut, irresistible messaging.

  • Track your marketing tactics: Note down your marketing plans and how you plan to track them. By tracking your tactics, you’ll be able to see what works and what doesn’t—and save time and money in the future.
  • Create a landing page with powerful copy and design: Use powerful words and droolworthy design to show potential attendees this is an event they need to attend.
  • Share a clear message: To get the most out of this event you need to attract the right people. Help attendees understand what they’re signing up for by sharing a clear message about what your event actually is. 
  • Leverage co-branding opps: A friend in need is a friend indeed. Utilize other brands’ audiences by combining marketing efforts with other well-aligned brand partners.  
  • Get your people involved in event branding: It’s not just brands that can help share the message—get your teams (and even registered attendees) on board too. But remember to make it easy for them to share the love. Create tweet suggestions, share event branding design elements, promo videos and offer customizable email templates with your key messaging. 
  • Share some love: Everyone loves a freebie. Create branded giveaways in the form of swag bags for smaller events, or raffle-style giveaways for larger ones. 

Event branding: A word from the experts

#1. “Empower your attendees” 

#2. “Create a stellar event teaser and recap video”

Here’s Sandra’s top tips to create a stand-out event promotion video:

  • “Use an attention-grabbing visual for the first scene of your event teaser video.
  • Write in short, catchy, and simple sentences.
  • Use numbers and quotes.
  • Highlight the big-name attendees in your event teaser video. 
  • Finish your event teaser video with a punchy call-to-action.”

Get down to business with your event branding

Event branding is all about consistency. 

From creating one voice that you and all your partners use, to choosing a virtual event tool that elevates your business at every turn, getting branding right can lead to a whole lotta kudos… and revenue.

Your audience needs to know you’ve put your heart and soul into creating an event that’s worth their time. Because if they know you care, they will too. 

Download checklist


Prove your event ROI. Try Goldcast for your next event.

Let's power your
online event

GET DEMO