Developing Your Event Management Brand

7 min read
Event Management Business Series – II
It’s important to strategically plan your new event management brand before getting creative with a logo, website and business cards. This Brand Development Guide, Part II in our Event Management Business Series, walks you through the steps to creating a strong brand that attracts great clients.


How to create an #events brand to attract clients you love. Click To Tweet

1. What is a Brand?

A brand is a perception. It’s the expectation people have of your business, of what and how well it promises to deliver. A brand is shorthand for the values and culture people need to trust or ‘fall in love with’ before they fully engage and become your client.

A brand is formed in customers’ mind at multiple touch points with your business:

Brand Touchpoints
Social media
Public relations
Trade shows
Word of mouth
Voice mails

Being clear and consistent across all touchpoints is the foundation of a strong brand. This applies to small business brands – like your events business – as much as it does to the iconic brands of multinationals like Coca Cola or KPMG.

Brand Clarity

A brand needs to accurately reflect what your business is about, and communicate this clearly in a way that resonates well with your target audience.

Brand Consistency
Consistency builds trust in your business and what it stands for, and trust is the main ingredient for loyal clients and ongoing business success.

Being clear and consistent across all touchpoints is the foundation of a strong events brand. Click To Tweet

2. The Meaning Behind Your Brand

To distil the meaning of your business into a strong visual identity – your name, logo and subsequent marketing elements – we need to first identify what you offer and to whom.

That might sound a bit obvious, but it’s the essence of a strategically designed brand that stands out from the rest and attracts clients who want your services. The who and what are encapsulated in your target audience and positioning statement.

Target Audience
Your target audience is the demographic of people most likely to be interested in your services. The characteristics of your target client informs the right style and personality for your brand.

Let’s use an example to illustrate.

Angela and Matt are starting an event management consultancy together. They’ve both had many years’ experience managing events for large pharmaceutical and medical device companies and, recently, smaller biotech firms.

Angela and Matt decide to target smaller biotechnology and medical research companies because there is a gap in the market for event managers in this field.

  • Biotech and research firms tend to be smaller and prefer working with more agile, ‘boutique’ suppliers, dealing with the directors of the company rather than junior events professionals
  • Angela and Matt have lower overheads than larger events firms and can offer pricing that fits biotech/research company budgets
  • Matt has excellent industry contacts and insider knowledge, which sets him apart from other events professionals
  • Angela has a background in Public Relations, which enables her to manage media & investor relations, advisory boards and similar events for biotech clients

For market research, Matt reaches out to 3 of his biotech contacts to canvass their experiences and ‘pain points’ in managing events and working with events companies.

Angela uses this to create a ‘client profile’ (also known as a buyer persona) to define who their brand needs to ‘talk’ to:

This is an example of a simplified client profile. Try a template like this one from Hubspot for a more in-depth profile.

Brand Positioning
You can’t serve everybody in the market with every event management service under the sun. It’s impossible to be all things to everyone, because it would only leave you spinning your wheels, chasing your tail and ultimately burning out!

Your positioning statement distils what you do, and how you do it in a way that differentiates you from other businesses. Your ‘point of difference’ is what prompts your target audience to choose you over competitors.

Remember your positioning statement isn’t the actual wording you’ll use in marketing. It’s an internal reference that gives strategic direction to all brand communications – tagline, website, social media etc – to make sure they’re delivering a consistent message.

Angela and Matt (their business name comes next!) get to work on their positioning statement. They identify their specific expertise in small biotech event management as their key point of difference, and how it benefits their ideal client: Science Steve.

“Angela and Matt give Science Steve the confidence to outsource event management that will drive business growth, because they have specific industry experience with proven results.”

Distil what you do, and how you do it in a way that differentiates you from other events businesses. #positioning Click To Tweet

3. Creative

For creative-minded events professionals, finally, here comes your fun part: choosing a name and logo for your new event management business. Both will flow from the strategic work you put into identifying your target audience and positioning statement.

4. Business Name

We’ll assume Matt and Angela plan to set up a company and need to register a business name. They have a brainstorming session and agree on:

Context Events
Driving growth for biotech
  • Simple
  • Memorable
  • Conservative
  • Relates to specific context (biotechnical/research)
  • The tagline (‘driving growth for biotech’) communicates their specialisation

They also check that the ‘Context Events’ is available as a domain name using this handy tool, and that the name hasn’t already been registered as a business in Australia.

When deciding on a business name, make sure it isn't already registered. Click To Tweet

5. Logo

A logo symbolises your brand. It’s made up of:

  • Colours
  • Text
  • Image (optional)

It’s always best to get a professional graphic designer to create it for you, unless you have amazing, hidden skills in this area! They’ll ensure it works across different media in print and digital, and that it renders well in either colour or black and white.

Matt and Angela send a brief to a graphic designer, noting their Client Profile is Science Steve.

They’ll be looking for colours that suit Steve’s conservative, risk averse nature and the context of B2B business-to-business, technical communications.

Their logo:

  • The blue is conservative yet fresh and invigorating
  • The icon communicates biotechnology/medical research
  • The logo can be used without the icon
  • The icon can also be used on its own as a symbol (eg on website)

With their business name and logo, Angela and Matt are ready to put their best ‘brand’ foot forward in the world of business.

3 elements to a perfect logo: colour, text and image. Click To Tweet

6. Put Your Best Foot Forward With a Strong Brand

Developing a brand for your new event management business is both strategic and creative.

Although it shouldn’t be a complex process bigger than Ben Hur, the strategic work needs to be done first to make sure your visual identity is a good fit with your target clients and that all touchpoints with your business form a positive, consistent perception about your business.

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About the Author

Gav George

When his school music teacher loaned him a cassette tape (yes, he's that old) of a fusion band, Gav entered the jazz world after years of classical music training. He was lucky enough to play with some of the greatest living jazz musicians and toured key festivals. Then Enhance founder Alison Clarke called on Gav to work on the company's marketing. This led him to his new passion of… marketing! Gav oversees Enhance's marketing initiatives, gets a kick out of connecting with clients and unearthing new talent. Gav still has that cassette tape, so if his music teacher reads this, please get in touch so he can return it.

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