Every interaction with your audience can be used to reinforce your brand message, values, mission, products, services and experiences.
Hosting your own event website with WordPress and an event registration plugin like Event Espresso can help you maximize each interaction.
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Why Is Branding So Important?
Branding equates to value in a business. The value of a brand can be accounted for in goodwill, awareness, trust and efficiency.
Branding builds value to a business, and is accounted for as Goodwill
Brand value is real, and is actually accounted for as goodwill in accounting records. The value of a business beyond its tangible value of the assets is the brand goodwill. The amount of goodwill can be small or very large.
The value of the brand can be an indicator of how well known, trusted and efficient the company brand is.
Branding builds brand awareness
Focusing on and capturing awareness of a brand is one of the first steps to generating revenue. The brand can be focused on a product or service, a product category or a brand name. For example you could be selling breakfast cereals and you want to have a good reputation with customers for that type of product.
In addition, you could build awareness for your individual products and services in a product category. So, with breakfast cereals you might have more brand awareness for corn flakes than another brand of cereal.
But in order for you to generate revenue, customers will have to be familiar with your brand with respect to the products and services you sell. The more familiar you are to your customers, the more trusted you will be by them and they will spend more money with you.
In addition, as customers have more experience with your brand you will be able to generate repeat sales which makes your marketing, branding and sales efforts more efficient.
Branding builds brand trust
People handle trust differently. Some people are naturally trusting while others are cautious and do not trust until they have had personal experience.
Whatever state the lead or customer is in your sales cycle, you can reinforce your brand experience time and time again. Over time, as people have more experience with your brand and you reinforce certain messages or characteristics, people will begin to associate those attributes with your brand.
The associations that customers have with your brand make it more likely that they will be customers in the future and make your overall marketing investments more efficient over time.
Branding makes marketing and advertising more efficient over time
It often requires that customers see a message about your product or service or brand several times before they will consider purchasing with you. As you have more experiences with customers, it will take less time and money to generate another sale. So, investments into branding will be more costly initially and be more efficient over time.
What Elements Of An Event Are Considered Part Of Your Brand?
There are lots of elements of your event website that can help to communicate your brand.
Logo
Your event website should display your official logo. This helps the audience to trust that they are interacting with you in an official way.
Colors
The colors of your event page text, links, buttons, layout items, etc. should reflect your brand.
Name
Name of the event, the ticket or pricing or registration options in a manner that can reinforce the experience with your brand and event.
Symbols
If you use any special characters, use them in an appropriate way.
Representatives
Put as much information on your event website as possible. Include information about the people you have involved, the social media connections, and staff should be represented.
How a WordPress event registration plugin can help with branding your event.
A WordPress event manager plugin like Event Espresso will give you lots of controls and features to brand your event with your own branding information. For example:
1. Host your own branded website with your own domain
With WordPress and Event Espresso, you’ll be able to host your event website, pages, and email communication from your own branded domain and website. For example, your event could be found on your website ExampleEvents.com instead of a third-party website such as “https://www.eventbrite.com/e/some-descriptive-event-url-160233050367.”
The branded domain name could be something as simple as “https://ExampleEvents.com/events/sharing-conference-2022.” When your audience looks for information about your event, they will trust the information more if it is posted on a third party website.
2. Build the perfectly branded event page
When you host your own event page on your own website, you can brand the event page with your brand elements. You can use your own logo, colors, information about the location, the speakers, etc., etc. all that are specific to your event.
3. Communicate with your branded email address
Your event website needs to be configured to send email addresses from the same domain name as your domain name. In our example above,
4. Communicate with branded email messages
A good WordPress event manager plugin will allow you to automatically send confirmation emails to attendees. Be sure that you add your business name, logo, and contact information to the email templates.
5. Describe your brand with payment gateway line item charges
Within your payment gateway settings, add a description of your business or brand so that people understand what the charges are for.
6. Brand your mobile app
Beyond branded confirmation emails, you can use and brand the mobile app that can scan or track attendance. This can make you look professional.
A well-branded conclusion
Beyond the product or service you directly offer or sell, your brand will be one of the most valuable assets. Take time and caution to leverage and protect your brand with the right WordPress event manager plugin.
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