How To Host A Brand Event
Are you wanting your brand to serve your audience in a way that they exclaim, “YES – you get me!”?
Brand Events are a way to take your brand values offline and serve your audience IRL.
This past year my brand studio ComePlum launched a new series of brand events called ChargeUp. They’ve resulted in more business, a deeper community, and the aligned feeling that I am doing something that matters.
To build brand loyalty, hosting a brand event is a no-brainer. Let me share with you 5 tips to host brand events so that you can wow your audience in a way that aligns with your brand values and brand strategy.
Understanding your audience’s needs and desires is crucial, but taking it a step further by genuinely caring for them creates a stronger connection. Show empathy and listen intently to their challenges and aspirations.
For ChargeUp, I gathered a trusted group of people in the demographic I love to serve and simply asked them: what do you need right now? What do women in your life need right now?
Clearly define the purpose of your event and communicate it effectively to your audience. A purpose statement acts as a guiding light, helping you make decisions throughout the planning process.
Your purpose statement should be compelling and ambitious. It should reflect the transformative experience you aim to provide for your attendees. By having a clear purpose, you can easily evaluate the success of your event.
ChargeUp was an idea birthed early in the year with the purpose of women feeling seen, celebrated, inspired, and leaving with their chins held high. I said it during our focus groups, before our planning meetings, as I met with partners, when I posted on social media, and at the beginning and the end of the event AKA say it all. the. time. Once you’re tired of saying your purpose statement is probably when your audience is actually hearing it.
Seek out partnerships with like-minded individuals or organizations that align with your mission and target audience. Together, you can create a more impactful event.
Identify partners who have complementary strengths to yours. By leveraging each other’s expertise, you can deliver a more holistic experience for your attendees.
Collaborating with partners not only expands your network but also provides opportunities for cross-promotion and shared resources.
For ChargeUp, I asked friends, past clients I photographed, current clients I’m coaching, and partners who had a similar purpose to the team. I also asked people who from the outset could be seen as “competitors”. I’ve learned that people who offer the same services are some of the best people to work with. There is enough for all of us. I want to see them thrive! It took a team of 22 of us (all volunteers) to pull off the last event.
Lean into your zone of genius, ask others to lead in a way that’s life-giving to them, and ask for specific help with all the rest.
Don’t be afraid to experiment and refine your event concept. Continuously iterate and improve based on feedback from attendees and your own observations.
Stay open to adaptation and flexibility. Each iteration can bring new insights and enhancements that make your event even more valuable to your audience.
Actively seek feedback from attendees, both during and after the event, to understand what worked well and what can be improved upon. Embrace a growth mindset and use this feedback to shape future iterations.
ChargeUp was a marketplace and open mic in March, a seven-hour day retreat in November, and with hopes of being an international retreat in 2024. Go with the flow babyyyy.
Infuse your event with a sense of enjoyment and inspiration. Your audience can sense if you’re genuinely excited about what you’re doing.
Surround yourself with inspirational people who share your passion. Their positive energy and ideas can fuel your own enthusiasm for planning and executing your event.
Attend inspirational events yourself to spark creativity and keep up with industry trends. This continuous learning and exposure to new ideas will help you deliver a memorable and enjoyable experience for your attendees.
ChargeUp was born because I’ve been asking myself more, “What sounds like fun?” Lean into that. The world has enough serious, obligatory events as it is. Create what’s life-giving to your audience and go-do!
As a branding studio, we love to help small businesses strategize how they can reach their audiences in a way that is good for their leadership, their audience, and the business. I hope these tips empower you to host brand events in a way that is aligned with your brand’s mission, vision, and values.