3 Proven Tips to Build a Lasting Brand Impression to Minimize Competition at the Atlassian Event

Digital brand physiologist Pam Moore says creating brand awareness takes 5 to 7 impressions. With numerous Atlassian Marketplace vendors vying for attention at the Team event, effective event branding is critical in determining your success imprinting your brand in attendees’ minds so they actively seek you out on the big day.

Although you likely understand what event branding is, the critical question is how to develop a brand identity that will not only make your booth stand out compared to competitors but build lasting loyalty among existing and future customers.

Through the power of digital marketing, you will have ample opportunity to leverage the proper event branding techniques pre-event, during, and even long after the event is over. Doing so can increase attendance by inviting existing loyal customers to your booth. Moreover, if your event branding is done well, it could even aid in customer creation without causing much of a dent in revenue.

1 – Making A Good First Impression

When using your brand voice in your pre-event campaigns, remember that this is officially the first impression you make regarding your presence at the event—do so with careful consideration. Psychologists from the University of Chicago found that it is extremely difficult to redeem one’s self from a bad first impression.

Ensure your brand identity is consistent across all platforms, including social media, emails, and your website. Accenture found that 65% of consumers say that a brand’s CEO and employees influence their buying decisions. It would be wise for you to feature team members or ambassadors on social media posts.

After all, what is event branding without the people on-site and behind the scenes? Doing this humanizes your identity and is likely to create even more prospects as your audience can relate to your brand.

In addition to social media, engage your customers about the upcoming Team event via email. Send a branded email campaign to your subscriber list, inviting them to visit your booth. Include details about what they can expect at your booth during the event.

2 – Synergizing Your Event Branding

Event branding on-site carries the same weight when it comes to first impressions. Not all the attendees are at the Team event to see your booth, so this might be the first time many of them interact with your brand. Good branding practices will ensure that you can capture their attention and keep them interested.

Compound your identity by featuring visuals consistent with your brand. Your booth’s appearance should leave no room for attendees to question who you are. The example below proves that doing this doesn’t need to cost a lot.

Include a guestbook at your booth where attendees can opt to share their contact details. This will be useful not only for networking purposes but also for continuing to engage prospects after the event is over.

When answering how you develop a brand identity at an event, merchandising is a worthy investment. You could provide items such as t-shirts, tote bags, or stickers that incorporate your brand’s identity and have attached QR codes that link back to your main site or a landing page.

This not only creates intrigue and increases engagement, but it can also strengthen loyalty toward your brand. It also doesn’t hurt for attendees to have an item they can bring home and will remind them of your brand every single day!

You could further synergize merchandising with polls held at your booth, where attendees who participate get entered into a draw to win the branded items. This would make your booth stand out and give the attendees an incentive to engage with you, all while you create brand impressions every step of the way.

On strengthening loyalty, note that some of your existing customers or followers may be unable to attend the event in person. Make sure you’re updating them on social media. Aside from providing yet another opportunity to showcase your brand, this also has the dual advantage of showing what your audience is missing out on and solidifying your community.

3 – Following-Up After The Event

Your event branding efforts don’t stop at the event. Send personalized follow-up emails thanking everyone who visited your booth – this is where the guestbook comes in handy. This is a cost-effective way to reinforce your brand identity through email design, including a recap of what was showcased, and linking to any event-specific offers or resources.

You can also share customer or attendee testimonials collected at your booth via email, website, or social media. Post photos or quotes from attendees who interacted with your booth, overlaid with your brand’s typography and logo.

Also, send a branded survey to event attendees asking for feedback on your booth and app. Incentivize responses by offering rewards such as a special discount on app subscriptions in exchange for completing the survey. Don’t forget to add a branded thank-you message at the end.

Strengthening Your Identity Through Event Branding

Incorporating your brand identity in an event can be powerful for your app. Zippia found that up to 74% of event attendees agree that their opinion of a company’s brand improved after attending.

Make sure you’re maximizing ROI at the event by thinking of creative ways to feature your identity throughout, leading to a stronger brand identity and creating more customers who will stay loyal.

Bring your brand vision to life at your next event – download our free checklist today!