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From Launches to Legacies: How Events Contribute to Long-Term Brand Building

When we think of legacy events that create cultural impact, we tend to picture historic moments like the Olympics, the Super Bowl, or Royal Weddings. But with the right event strategy, brands can access this level of wide-scale and long-term event impact to drive their brand legacy. Rather than using events as one-off marketing tactics, brands are harnessing the long-term potential of marketing strategies to innovate their attendee experiences, deepen customer loyalty, and build their brand. 

What is brand building? 

Brand building is the process of transforming your brand from a 2D concept into a 3D, living and breathing experience that your audience can hook into. By consistently reflecting your brand values and identity throughout strategic and innovative event experiences, brands can create long-term benefits for their brand perception, bringing them renewable and sustainable relationships with truly engaged audience members. 

But how can brands use strategic events to bring this all-important extra dimension to their marketing strategies? Let’s take a look at three of the core pillars to creating long term brand awareness with event marketing that you can incorporate into your event planning process.  

Create a Strong Impression

When crafting your event strategy, you need to factor in how you’ll achieve each of these three elements required to create a strong human connection.

• Reflecting brand values across all touchpoints: To create an experience that feels authentic to your brand, every element of your event needs to reflect the values and messages that are integral to your brand identity. 
• Driving emotional connections: Using innovative storytelling techniques, AI tools, and advanced technology that enhances your attendee experience, you can use your event content to drive the emotional connections that forge long-term connections between your brand and your audience. 
• Meeting a need within your audience: Identify the gap, or the need that exists within your audience, and then craft the event offering that meets this need. With this core value clarified, you then begin building the experience itself, adding activations and AI-powered features that appeal to each of the five senses for a truly immersive, branded experience.

Be Consistent

To create truly long-term results, you need a long-term strategy. As well as crafting experiences with long-term impact, you also need to reinforce this with consistent and long-term brand visibility. Consider how you show up for the different groups within your audience, and how you can adapt your event planning approach to fit the different needs and interests of target demographics. This could look like offering a range of different event types, from large-scale conferences to more intimate and curated workshops. Even though how you show up for your audience might change, what should stay consistent across each of these experiences is your brand narrative and the value you’re adding to your audience. 

Measure your impact: Data & Analytics 

Without determining what successful, long-term brand building looks like for your business, it’s impossible to build an effective event strategy that achieves this. From the very outset of your event planning, clearly define what change you want to achieve with your audience long-term, the data points you need to record to measure this, and the tech you’re going to use to do so. Armed with this data and analytics, you can then use this to adapt your future event strategy, creating experiences that drive even more effective impact on your target audience. 

Ready to level up your brand-building with strategic events? 

Get in touch with the team at First Event. Our teams can re-evaluate your existing marketing strategies, and identify opportunities for creating longer-term impact through your attendee experiences.