Corporate events are a tangible brand touchpoint that, ideally, reinforce a brand promise, elevate brand awareness and enrich guests’ relationship with a brand. The ones that do this successfully are those that clearly convey the unique ‘golden thread’ of your brand.
Think of the golden thread as the DNA of your brand
Your brand consists of multiple elements. From your logo and website to your customer-facing employees and corporate events. But without a ‘golden thread’ – consistent, uniform messaging that relays your brand identity – your brand consists of fragments. In other words, the golden thread is the glue that holds everything together.
Your golden thread is unique to your brand
For example, Kulula is synonymous with quirky affordability, while Volvo is representative of safety and reliability. Kulula and Volvo both know that having a unique position or personality isn’t enough to cut it; in order to stand out, they need to pull their golden thread through every single brand touchpoint. These two brands successfully weave their golden thread through every brand touchpoint, from their tv ads to their salespeople and corporate events.
Yet far too often, for one reason or another, corporate events don’t echo this golden thread
Whether due to a lack of event-planning know-how, a fragmented idea of what their brand promise actually is, or the use of event planners who never really ‘got’ their brand essence in the first place, brands end up holding events that are miles removed from their core identity. And this dissonance comes at a cost. So how do you ensure that your corporate events successfully relay your brand’s golden thread?
Identify the golden thread, then weave it through all event touch points (pre, during and post-event)
Firstly, define the unique personality of your brand. Chances are, you already have a golden thread, evident in your mission statement, branding, slogan, marketing material and company culture. Then distil this down into a sentence. Then, communicate this with your event management company. After all, if they don’t understand what your brand is about, they won’t be able to conceptualise a corporate event that echoes it.
Every single aspect of your corporate event needs to embody your golden thread. From your invitations and decor to entertainment and event content.
In order to ensure that your events are not only in accordance with your golden thread – but reinforce it in a way that delights your guests, you need to entrust the planning of your events with event professionals.
Not sure where to start? We’ll help you to create and manage your corporate events in a way that accurately represents your brand promise. Get in touch to find out how we can help you.
