How to Effectively Brand Your Event

event branding

Branded events must toe a fine line. It’s important that your audience connects your brand to whatever benefits they gain from attending, but blatant, over-the-top branding can sometimes be a turn-off to attendees and would-be attendees. The most successful branded events are those at which branding is noticeable but is not the focus of the event.

If you shouldn’t make your mark by plastering your name all over your event, how do you brand tastefully?

Experiences Make a Branded Event Memorable

Branding doesn’t make an event memorable; the moments and experiences that make up the event do. With the best events, the branding is something that’s remembered alongside those moments and experiences, not instead of them. What makes an event truly memorable is when it consistently engages or entertains its audience. And what makes an event engaging depends on:

  • What kind of event it is
  • Who it’s for
  • What your event goals are

Keep those things in mind when planning, because they’ll dictate the design and experiential decisions you make. If you make the right choices, those will be the elements that make your event memorable. When someone walks into an event, they’re expecting to be wowed, one way or another. At a trade show, they’re expecting to see some amazing new industry innovations, connect with old friends, and make new contacts. At a product launch, your guests want to be entertained as well as informed. The most memorable events meet and then exceed expectations, so the guest/attendee experience is always the most important thing to keep in mind.

Three simple and effective ideas?

  1. Design a selfie booth, where guests can take selfies and upload them to their social media accounts.
  2. Create an event hashtag that guests use when posting from your event.
  3. Design a Snapchat filter or emoji that references your brand.

The result? Guests have fun, and they spread the word about your brand, boosting your visibility.

event branding

What to Brand

Branding has three main objectives:

  1. Increase brand awareness
  2. Increase audience engagement
  3. Drive sales

For event branding to be effective, it should address at least one of these goals. Great branding can do all three by being highly visible, inviting interaction, and providing information that makes a company’s offerings too irresistible to ignore.

With these goals in mind, it makes sense that some kinds of branding are more effective than others. While some event planners make the mistake of slapping a logo on everything in sight, the best event planners know good branding is more subtle. It’s focused not just on literal branding but also on creating branded experiences and memorable moments for people who attend the event.

When you’re thinking about what to brand, therefore, think about what your attendees are interacting with, as well as what they’re looking at, during an event.

Bring It Online: Websites, Apps, And Social Media

The most effective branding campaign starts before the event does. Building a website is a given because people need to know about your event and what it’s offering. The website is an integral part of—and an introduction for most attendees to—the event, so it should be branded as such. It might even be their introduction to your brand!

All of this means it’s important for your event website to effectively communicate your brand, through the use of logos and other graphics, as well as colors, fonts, and text.

The other side of the tech coin is the event app. Not all events need them, but when used well, they greatly enhance the attendee experience. For your app to be a success, it should be genuinely useful or fun and add something meaningful to the event. This ensures people will use it and get familiar with your brand, and your investment and branding aren’t wasted.

Don’t forget to make good use of social media in the lead-up to the event. Regular Twitter updates and event hashtags help you keep your audience informed about what they can expect. It also gives them a place to talk about it, which can help generate interest and visibility.

Develop the Theme and Branding Consistently

Consistency is key when it comes to branding. Your brand, event theme, and company ideology must all be consistent for your branding efforts to be successful. For instance, if your company is all about minimalism and reducing waste, simple décor and recyclables are the order of the day.

There’s no need to be overly subtle when designing event décor, as long as whatever you design is in keeping with the theme. Even so, it’s still important to incorporate branding elements with care, simply because branding must be visible to be effective. The majority of your branded elements should be located in the primary event areas, with limited use of branding in public areas that won’t see much use.

Make the End of the Event Matter

The end of an event matters just as much as the start, if not more. You want to send people off feeling great about what they’ve just seen and experienced—and with your brand in mind. Mark it with an awesome experience, like an outro set from the band, a fireworks display, or some truly awesome swag bags.

Swag also gives you the chance to offer your attendees something tangible they can take home. Branded swag is most welcome when the giveaway items are genuinely useful. It’s tempting to keep costs down with low-cost items like keychains and pens, but swag is pointless if it ends up in the trash the day after the event. Make your swag count by giving away items that are of good enough quality that people will use them. Some ideas include:

  • Portable chargers
  • Food items
  • Reusable water bottles

event branding

Not Everything Needs to be Branded

It’s not always true that less is more when it comes to branding, but there is a point at which more is too much. Some items just aren’t important for branding purposes, and that’s a good thing. Using branding sparingly can help trim your budget and prevent logo fatigue. Splashing your logo all over every item in the room can look tacky, and there are few events where that’s the desired result!

Avoid Gratuitous Branding

If your branding is useful, it’s more likely to be noticed and appreciated. With this strategy, you just eliminate branding that doesn’t serve an additional purpose. Keep the branded signs that announce the location of the event or point the way to restrooms. Keep the monogrammed napkins and cups. But if any of your branding is there purely for branding purposes, feel free to lose it.

Being selective might seem unproductive, but these days it can be an effective way to brand an event. Consumer distrust and cynicism remains high, and overt branding is rarely appreciated. Keeping it minimal can be more effective than you might think.

No Need to Brand Throwaways

Branding perishable and disposable items can be an effective strategy, but it’s not necessary. If you do a great job with décor and experiential branding, you don’t need to brand disposable cups or design monogrammed cupcakes. These items won’t last past the event, so it’s a good place to save money if you’re on a budget.

Even if you decide not to brand these items, they can still fit the design theme. Buy them in the right colors, and they’ll look like they’re part of the branded experience, even without your logo.

The Key to Great Branding

Above all else, a great branding campaign is consistent. That’s as true for event branding as it is for any other kind. Stay on message with branding and theme, and provide some great experiences for your audience. This way, you’re all but guaranteed a memorable event that will get the results you’re looking for.

Jack Connolly

Executive Creative Director

As an experiential creative director, Jack prefers to draw outside the lines. He tells stories with original content and impactful design to ignite meaningful conversation.


Jack brings 20 years of event industry knowledge to ProGlobalEvents. He specializes in building live & virtual platforms for audiences to connect, engage and immerse themselves in the power of a shared experience. His skills range from ideation and concept development to defining an attendee journey through storytelling and design.

Jack understands the creative process is not linear, but a collaborative process between agency and client. He manages teams of designers and technology developers to pioneer impactful brand experiences. His diverse skillset and leadership ensure for award-winning results and memorable impressions.


In 2019, BizBash named Jack one of the top event designers in North America. SXSW awarded his work the “People’s Choice in Innovation” in 2021.

Jerome Nadel

Chief Marketing Officer

Jerome Nadel is Internationally experienced design-led marketing executive (CMO and GM) with a track record of improved market position, revenue growth, and M&A. He is an advance degreed psychologist and user experience product/service design expert, board member and advisor.


Prior to joining ProGlobalEvents |ProExhibits |XtendLive, he has had a variety of chief marketing officer and chief user experience officer roles at companies including Rambus, BrainChip, Human Factors International, SLP InfoWare, Gemplus, and Sagem. He started his career in the IBM Human Factors Labs.


He is also an avid cyclist with National and multiple California State Champion titles.

Ivan Fujihara

Chief Financial Officer

Ivan brings 25+ years in senior level management experience from a variety of technology industries.  His background includes accounting management, analytics and audit management for technology companies.  He has worked with companies such as THX, Ltd, Recruitology , Double Click, Creative Labs and more.  Ivan has also served on the board of Lincoln Families, a non-profit that supports East Bay children with the objective of disrupting the cycle of trauma and poverty.

Matt Rulis

Vice President of Sales

Matt is a marketing professional and has been managing marketing strategies, campaigns and environments for a diverse client base for over 15 years. From a service perspective, Matt and his team of Account Executives focus on fostering relationships to uphold a greater than 99% customer satisfaction rating year-over-year. Additionally, with extensive experience on the client-side of the industry, he understands that alignment between expectation and budget is paramount to a successful project. As a result, ProGlobalEvents' clients can expect a competitive advantage paired with top quality products and services. Matt is an avid fly-fisherman, enjoys most outdoor activities and is a true college football fanatic.

Tom Foley

VP of Operations

Heading the fabrication side of ProGlobalEvents is exhibit and event industry veteran, Tom Foley. For over 35 years he has been responsible for building amazing exhibits and environments for clients. Tom started out in the production area and has broad experience in project and operations management. He currently oversees production, warehouse, graphics and project management departments. Tom studied machine tool technology and welding before entering the industry. As a true "builder" he also enjoys restoring and modifying classic American cars.

Dick Wheeler


Dick serves as President of ProGlobalEvents and President of ProExhibits and is a board member of CEMA (Corporate Event Marketing Association). At ProExhibits he has been nationally recognized as an innovator and driving force in the fast-growing trade show exhibit and event industry. Under his leadership in 1997, the firm received INC magazine’s INC 500 award as one of America’s fastest-growing companies. His informative articles on developments and innovations in the trade show exhibit and event industry have appeared in national trade publications. Dick has a B.S. degree from Wittemore School of Business & Economics at the University of New Hampshire and has completed the Entrepreneurial Executive Leadership Program sponsored by MIT, YEO and INC. He is actively involved in Vistage, an interactive group of over 20,000 CEO’s and presidents worldwide and is a member of CEMA and EDPA.

Jody Tatro

Chief Executive Officer

In addition to being CEO of ProGlobalEvents, Jody is also the CEO of ProExhibits. With Jody at the helm, the company has been recognized repeatedly as one of the Top 50 Women Owned Businesses in Silicon Valley. She has set the outstanding client service standards for which the firm’s account management team is noted. Jody is a recipient of the YWCA’s Tribute to Women Award, the Junior League Community Volunteer Award and is listed in Who’s Who of Women in Business. Following her graduation from California Polytechnic State University in San Luis Obispo, Jody held various sales positions in several technology companies.