Branding is
a long-term process that creates an organizational, event, or product
identity. The branding process requires consistent reinforcement. The
initial development can be costly but, if done properly, will have long-term
value. Branding
creates instant identification, differentiates the event from similar
events, and is a platform from which to introduce new products that
are part of the brand. The decision to specifically brand an event,
rather than make it part of the host agency’s general branding
policy, should be made carefully, especially if the event is a one-off.
Branding has
an emotional component, too. It makes a statement about the quality
of the product being identified, it attaches company values and personality
(efficiency, luxury, community involvement, green, health oriented,
friendly, formal, etc.), and it shape how the target audience sees the
event and its goals.
Mention the term coffee
shop, for example, to a resident of the Pacific Coast and a certain
green mermaid usually comes to mind—and with it, associated thoughts
of convenience, flavours, comfort, music, gift items, etc.
