The upcoming coronation of King Charles is a major event that will be seen by millions of people around the world. It’s an occasion that many UK businesses will be looking to capitalise on, and as a result, it’s important to understand the concept behind brand communications for events, especially such a high-profile event as this.
At Faith, we specialise in helping businesses navigate major events and find the best way to plug in and communicate their brand to the wider audience. Here are some key things to consider when planning your brand communications around a major event like the coronation.
The dos of brand communication for events:
Have a clear strategy. Before jumping in and creating content around a major event, it’s important to have a clear strategy in place. What do you want to achieve from your communications? Who is your target audience? What channels will you use to communicate your message? If you’re looking at securing media coverage, you need a unique hook to stand out – many other brands will be considering how they can also jump on the media bandwagon! By having a clear strategy, you can ensure that your communications are targeted, relevant and effective.
Be sensitive to the occasion! While major events can provide an opportunity to showcase your brand, it’s important to be sensitive to the occasion. For example, capitalising on a tragedy to promote your brand or services is never a good idea. It’s important to be respectful of the occasion and ensure that your communications are in line with the tone and message of the event
And finally, don’t be too salesy: major events are not the time to be hard selling your product or service. Instead, focus on providing value to your target audience. For example, you could create content that is informative or educational, or provide discounts or special offers that are relevant to the occasion.
The don’ts of brand communication for events:
Don’t use a blanket approach. Depending on the event, different channels may be more effective for communicating your brand message. For example, social media may be a great channel for engaging with a younger audience, while traditional media may be more effective for reaching an older demographic. Consider which channels are most appropriate for your target audience and ensure that your communications are tailored to each channel. For example, you might want to get in on all the chatter about the official Twitter coronation hashtag, but the same doesn’t apply to other platforms.
Don’t use a flat approach. Never be afraid to be creative with your brand communications! Major events provide an opportunity to showcase your brand in a new and exciting way, so consider how you can create content that is engaging, shareable and memorable. Posting that you are excited for the coronation isn’t memorable, but linking the event to your branding creates a stronger perception of your brand as tapped into current events.
Looking for support?
If you’re already thinking about the next big event you can tap your brand into, consider bringing on board expert advice about brand communications for events. We have extensive experience in helping businesses to communicate their brand effectively around major events, and you can find us just a phone call away.