Developing a strong brand identity is incredibly important when it comes to putting on a successful event. Strong branding will help you maintain a memorable identity, make you stand out from the crowd, and connect with your target audience.

Here are a few components that will help you create a strong brand identity:

Connect with your ideal audience through an effective first impression

Your first impression will shape the perception of your event, which is why it’s important to establish a strong brand identity before marketing your event. When your target audience visits your website for the first time or stumbles upon your ad on Instagram, you want to make sure you are going to stand out (in a good way). Be sure that your branding elements (logo, colors, style, voice, etc.) accurately convey the “personality” of your event, which will help you connect with your target audience.

How do I decide on my event’s “personality”?

First, think of your target audience. What kind of participant are you trying to reach? Is it the elite and intensely competitive runner, someone running for a cause, or is it the type of runner who just wants to cross the finish line and check this off their bucket list? This can greatly affect the kind of images you use in your advertisements to capture the attention of the right audience. Elites may be inspired by images of strong athletes, bold language, and sleek design, while a beginner may be intimidated by these images and be more drawn to photos of friends and family participating in the event. We recommend creating a “mood board” to get a feel for your brand’s style and the emotions you’d like to convey.

Consistency is key

Once you decide on your brand’s personality (logo, colors, style, voice, etc.), it’s important to remain consistent on all platforms and communications – Facebook ad campaigns, emails to participants, your website, printed materials, and everything else.

So why is brand consistency so important?

The more consistent you are with your brand, the more likely you are to be recognized, trusted, and respected by your audience. It’s also a great way to ensure that no matter where your brand is being displayed, the visuals and language are in line with your event’s vision and mission.

Develop Brand Guidelines

A great way to ensure your brand is consistent is to develop brand guidelines for your event. You can include your event’s purpose, vision, and mission along with specific colors, correct usage of your event logo, styles of images to use, and even a voice & tone guide. 

Your brand guidelines can then be shared with your event team and others who might be using your brand assets – such as media platforms writing about your event.

Tips on creating a strong logo

One of the most important aspects of your brand is your logo. Your logo is your visual identity. It’s the symbol that everyone will associate with your event. So how do you go about building a strong logo for your event? Here are a few tips to help:

  • Select a color palette that expresses your event’s personality. Color isn’t just color! It encompasses meaning and communicates ideas. Be sure to select a color palette that evokes emotions that best reflect your event.
  • Be careful when it comes to trends. Logo design trends come and go, which is why it’s a good idea to select a logo that can almost be timeless. A great, iconic logo won’t need many adjustments as time goes on to keep it modern. Selecting a logo that is on-trend at the time may put your event at risk of looking like a lot of other events – and your logo won’t be unique! You want your logo to be able to stand the test of time!
  • Design with intention. Make sure your logo design is filled with meaning and purpose. Your logo should tell a story and represent the history/story of your brand.

Be sure to consider all of these components of strong branding when developing an impactful identity for your event. You have an exciting journey ahead, so why not start off with a bang by creating a strong brand that will make you stand out from your competitors? Good luck!


Amy MacKenzie

Amy has a passion for quality design, effective marketing strategies and helping others reach their highest potential. She typically starts her day with a quick run, green tea, and dedicates time to her beloved furbabies before heading off to a job she loves - solving event organizer problems!