How To Communicate Your Events Brand Story

May 9, 2019 | Featured, Marketing

A “brand’s story” has become a huge marketing buzz-phrase in recent years. But how clear are you on what that means? And how you can use it to elevate your event?

When you harness the power of brand storytelling you’ll be able to engage more effectively with your attendees – developing an emotional response to your brand and building a greater level of community.

What does brand storytelling mean?

In basic terms, brand storytelling is about helping your attendees connect emotionally with your event’s brand. It’s about creating a narrative that humanizes what you do and communicates with your audience on a deeper level instead of a purely transactional one.

Brand stories bring your brand to life and give it character. They make it a living, breathing entity with its own ideas and beliefs. They give it its own voice and a distinct way of communicating, and set the tone through which your brand sees the world.

Why should brand storytelling be an important part of your event?

You may be thinking that your tickets have been selling just fine without any real thought towards your brand’s story, so why bother making the effort now? It may be that you have without trying, and created a brand story organically, which is a great start.  The next step is to get this down into a written document so you can clarify all the details of your brand and its ethos. This will ensure consistency across your marketing channels as well as providing an easier onboarding process for any new staff.

If you fall into the category where you feel like you don’t have a distinct brand personality yet, putting the work into developing one can help you stand out within your niche. By creating a clear idea of who you are and what you stand for, it makes it easier for your attendees to understand if you are what they’re looking for.

It goes far beyond just writing a great ‘about us’ section on your website. You have to connect with people’s imaginations when you sell to them and brand storytelling is the perfect tool to allow you to do that.

So where do you start when creating your brand story?

Every brand and event has its own individual story. Below is a list of questions that act as a great starting point for you to think about. You can either write your answers down or if you’re not the event’s creator maybe work on getting an interview with them to get the details of how the event came to be.

  • What led to the creation of the event?
  • When and where was your event launched?
  • What were you doing previously to the event being created?
  • What goals did you set out when you first created the event?
  • Were there any challenges along the way? How did you overcome them?
  • Has your event changed or developed from its creation? If so, how?
  • Who are your event attendees and why do you think they choose your event?
  • Have you reached the goals you previously set out?
  • What would you like to achieve with your event in the future?
  • Do you have any wider values that you consider to be essential to your event?

Creating a clear narrative and timeline gives you an idea of where you’ve been and where you’re heading. It can also help you define your audience more clearly.

Everyone loves a good story, especially one that’s organic and authentic, so if you want your attendees to be more engaged with your events, give them a narrative they can engage with. Put your event attendees at the centre of your brand’s story and you will have their attention.

Help build your brand and event story here with Helm Tickets!

Everyone loves a good story, especially one that’s organic and authentic, so if you want your attendees to be more engaged with your events, give them a narrative they can engage with. Put your event attendees at the center of your brand’s story and you will have their attention.

Help build your brand and event story here with Helm Tickets!

Charlotte Allkins | Marketing Assistant

Charlotte is the Marketing Assistant for Helm, coming from a design background she loves creating all types of content. Discover more of her blogs, as well as, many others here!

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