Branding

How to choose corporate entertainment that supports your brand

Whatever the brand values of the event, community project or charity that you are going to associate your business with, remember their image will be associated with yours. So decide carefully what you choose to be associated with. Consider your own business’s values and brand image. Then determine who the event is going to be for. Will it be for your major clients, a promo for prospects, or a reward for staff? Then have a look at any predominant demographics. This will all help you to make the decision as to the appropriateness of any affiliation and event.

Make sure your own business brand is aligned to that of the event. For example, it would produce brand confusion and sabotage client trust to get a corporate box at a motor racing event if your business values are about conservation and eco responsibility.

If you choose an event or activity for a community or charity, decide whether it is an issue relevant to your attendees. For example, a breast cancer charity event is of concern more so to women, therefore, if your clients are predominantly women it would be a good fit. Choose one association at a time to keep the brand message clear.Know the demographics of the attendees. If your brand values support an affiliation with a sporting or society event, pick one suited to the attendees.If it is a charity event or activity, have it align with the attendees’ values. Different people will be attracted to a football game, a horse racing carnival, a music concert, a formal ball and a family friendly BBQ. If it is a mixed gender group, pick an event that allows for both passive entertainment plus the opportunity to socialize. Also, be aware of any socio-economic issues that may impact on the attendees’ enjoyment, such as location, formality and any costs not included.

You want to manage the environment as much as possible to make them feel comfortable.Decide on the purpose of the event. If it is an event for staff, it can be casual and less structured such as a reward.

For example, a catered family BBQ, a box at a football or cricket game, a table at a formal ball or concert will all provide entertainment and reward. If it is for prospects, then there will need to be facilities to manage networking and promotional activities (a gift for letting you get to know them better). A box at a soccer or rugby game is probably not suited for this purpose, but a table at a formal ball or speaker event maybe.

If it is to thank clients for their patronage, then there will need to be some special gift or experience, such as a chance for them to network with potential clients, or a pampering experience (a sincere thank you with no strings attached). This could be a cocktail party, a sporting event, or even a shopping tour or a car rally for the adventurous. Whatever it is, it needs to maintain an image of abundance and generosity, in addition to the business brand values you want to reinforce.

Ultimately, if your business’s brand image is aligned to the event and the majority of your proposed attendees will find it enjoyable and are motivated to attend, then the investment will be worthwhile.

Questions

Am I out of touch or are professional appearances changing?

ANSWER

No, you are not out of touch with what is ‘appropriate' for business. What is happening is a lack of business leadership. The fashion industry appears to have more influence over young professionals now than does business management. There are real psychological, practical and organizational reasons for conforming to a business dress code. Even in a 'business smart casual’ environment, there needs to be a defined dress code.

With businesses I have worked with that have dress standard issues, it has been as a result of lack of clear and enforced dress code instructions. Have your image support your performance, not detract from it. There are ways of allowing personal expression without having to resort to body art, piercings and inappropriate personal grooming. I recommend that you maintain a visually uncluttered professional image, one that is authentic to both your goals and that of the business. You will then find your professional path easier to ascend to than someone sabotaging their visual communication with the perception of lack of professional respect and self-care.