When it comes to planning an event there are a whole host of logistics to take into consideration - from catering and key speakers through to marketing, but none are more pivotal than the event venue. A venue not only needs to meet practical specifications, but it also needs to accurately reflect your brand.
In today’s post, we’ve asked the experts at The Events Structure for their insights on how to pick out the perfect brand-driven venue that mirrors your company image and voice, to ensure you design a successful and impactful event.
Visualise your venue
Whether you’re launching a new product or hosting a large-scale business conference, before you begin to research venues it’s advisable to visualise how you see your event venue. With a strong visual idea of what you want, you’ll find it easier to scope out potential venues that meet your criteria. From chic and edgy industrial spaces to traditional period buildings with bags of character, whatever your vision, there’s sure to be a venue that accurately depicts your ideals and brand image.
Consider venue practicalities
While having a visual idea of your event is important, you shouldn't lose sight of the practical considerations, too. Think about accessibility, amenities, layout and capacity, as well as if it’s suitable for your planned activities. The last thing you want is to sabotage your brand reputation and the success of your event with a venue that doesn’t meet the practical requirements and needs of attendees.
Consider brand values
Image source: Unsplash
Events are a great way to connect and interact with your audience and reiterate your brand ethos, so during the selection process, be sure to have a clear outline of who you are and where you want to be as a brand - as well as how you want the brand to be perceived.
The answers to these questions will give you a good indication of which venues would convey your brand values and core message most effectively. For instance, a product launch for a new tech gadget could be well-suited to a bright, vibrant and contemporary venue - while a design fair would be perfectly at home in a venue that embraces beautiful building design.
Factor in your audience
Echoing the importance of finding a venue that reflects your brand ethos, you also want a space that appeals to your target audience. As one of the first things known about an event, the venue will spark an instant response from attendees - so make sure it’s a positive feeling of excitement, rather than disappointment.
Also, consider how you position your brand in the marketplace and your unique selling points to attendees. Are you all about inclusivity or exclusivity? Do you promote an eco-friendly message or have any niche qualities that should be taken into consideration? These brand values should be reflected in your venue just as they are in your brand.
Dress to impress
With your choice of venue nailed down, there’s still vital work to be done ensuring the space is a living, breathing tribute to your brand. Whether you’re preparing to serve up an intimate dining experience or meet the masses at an expo, it’s important to take advantage of all branding opportunities within the event area. From pop-up banners and product displays to merchandise and business cards, championing consistent and visual branding throughout will help tie your venue and brand together seamlessly.
Branding and venue choice go hand-in-hand, and with these key considerations, we hope you’ll be on the right path to finding the perfect brand-lead venue for your business.